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Posts Tagged ‘Sales Process’

The Fourth Sales Myth and Truth

The Fourth Sales process Myth is that tricks, methods and techniques should be used to overcome the customer’s objections.  This will allegedly “close” the order.  However, today’s customers do not want to be sold anything.  They recognize and resent manipulation.  They plan to buy value to satisfy their wants and needs.  They seek truth rather than clever selling tricks, methods and techniques.

The Sales Executives who believe that the only thing a good sales person needs to learn is how to handle objections – have not been in the field lately. I give them the benefit of the doubt here. These sales executives were trained in the old traditional methods of selling and have not learned that there are newer and more effective methods to use.

Today, the best sales people earn the trust of their customers, learn about the current situations and compare to the desired situation, calculate what needs to be done to close the gap and then produces an ROI statement for the customer to use in their decision process. Simple yet, not easy. Discipline is a key measure for these sales people to be successful. No presentations can be made until all the issues are found and value calculated.

The Truth is sales people must understand both the selling process and the buying process to be able to win the trust, confidence and business of their customers.  Successful sales people seek to understand the customer’s buying process and then align their selling process accordingly. It is important to align the sales process with the buying process. This alignment insures both processes are working to create a win-win position. Major mistakes occur when the sales process gets ahead of the buying process and price based presentations are made before the customer is ready to decide. ( Some cases we have found the customer has heard an entire presentation – including a low price – without even knowing they had a need to buy something.)

Objection handling should be a very minor issue when the sales and buying processes are aligned and the sales person uses questions to both uncover issues and involve the buyer in the process. Issues are discussed and solutions are found without the need for tricks and techniques to persuade. Engage the customer in the sales process from the beginning and align with the buying cycle and watch your sales success grow.

The First Sales Myth and Truth

The first myth regarding selling is that “selling is easy and anyone can do it!” DUH? Someone deciding that selling is easy and can be done by anyone is usually started by someone that does not sell. Finance or operations people truly believe that anyone can sell. They also believe that there is little skill involved in selling, therefore any person can be successful.

These are the same people that tell people in sales that they only need to memorize a sales presentation, learn all about the feature and details of the product or service and go out to make as many presentations as they can in one day or week. Then, like the “Fields of Dreams” they (customers) will buy. The only thing that this attitude has produced is commodity selling. Every industry that had their sales people doing this type of selling has become a commodity or price based market.

The truth is selling has become a very complex process, requiring a high level of sophistication to coordinate all the strategies for sales success.  Sales people are dealing with longer sales cycles, multiple decision makers, fierce and increased competition and more knowledgeable and demanding customers.
Successful salespeople demonstrate higher levels of skills in dealing with their customer in this environment.

The age of feature selling is gone. Today, your sales people need to be masters of communication and rapport building. Have questioning skills to guide the sales process to a value based decision. To understand the basics of ROI selling therefore having knowledge and expertise in the arena of business acumen, not to mention industry knowledge. Complex is the name of the selling game today, yet, you can simplify it by using a sales process that involves the customer, respects the customer and builds the trust customers want from people they count upon when they want to buy.