I am sure if you have worked in any sales role you have been exposed to the company indoctrinated sales process that works for them. I liken it to martial arts, as a variety of styles that suits their unique situation. Perhaps it's "The road to a sale" in car sales or The Impact Training Corp "8 step process" in Fitness, or any other method you care to mention. So what about MMA - Mixed Martial Arts, in this form of combat it is about adapting your style to suit the fight, what can we learn from different sales process and adapt to suit the environment?
Let me start of by saying some people view sales as a battle between 2 opponents with 1 winner and 1 loser. I used to think this way as a sales person. I used to challenge my colleagues in battles on how quickly I could close a sale. I mastered every objection handling technique and made people look stupid for not buying. I became a cocky know-it-all. I made sales, sure, but only I was winning, my opponent had lost. They had lost a good experience and I had lost a chance to help someone.
How many of us wanting to buy something will rush out and buy a new exciting product that we have been hanging for, doesn't take much encouragement for the throngs to line up to get the latest iPhone, now in red!
But be sold something that we didn't want, ouch that hurts. It's like going to the dentist, I had to, cause my tooth hurt, but I would rather not.
So where does this leave the sales process and if not a battle, then what is it? I like to think of it as a conversation where I help you get what you want. You know when you ask a friend for advice and they help you get something that is spot on. I ask for referrals all the time, it may sound like this;
- Where is good to eat?
- Close by, who makes the best coffee?
- Seen any good movies lately?
With people we know and like, we trust their judgement, if it's a good decision for them, it will probably be a good decision for me. So I aim to move myself into the position of being someone who can be trusted and liked, who understands their needs and delivers my best recommendation given the information.
So those of you who like a process here it is a 7-step sales process;
- Initial contact, smile, attention on them, introduce yourself by name and ask their's, if not offered.
- 10-10-10 Those familiar with this concept is; first 10 feet away; eye contact, smile, attention, handshake. At 10 inches looking sharp, fresh breath and on brand. First 10 seconds explain what will happen today, to comfortably explain next steps.
- Look for common ground, ask questions that elicit the initial reason for contact, could sound something like, "What motivated you to see me today?"
- Needs analysis - what do they need? What do they want? Motivated to avoid pain? Motivation towards pleasure?
- Clarifying/ rephrasing back to the Customer their needs and wants. "If I am hearing you right you needed this and wanted that, is that right?"
- Offer a solution - "Based on what you needed and wanted the best options for you is option 1; with the most variety or if you prefer the best value then option 2, which would you prefer?"
- Overcome objections - clarify the objection, seek to solve, re-clarify their needs and offer a more tailored solution.
Important parts to remember, be on their side, if you were in their shoes how would you like to be treated? People understand fake and they understand genuine, treat them with respect.
If you are trying to work out "Why can't I sell?"
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