Redeveloping your sales process
Ask yourself five questions to determine if your sales process could use some revamping.
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Is your sales process outdated? There's an easy way to find that out. Number one: Could you advertise your sales process to your public? That's right. Could you run a commercial saying, "This is our exact sales process?" Look, if the answer is, "mmm" or "no," then it's time to revamp your sales process.
Determine where you can improve your sales process by asking these questions. Is your current process time efficient? More concern to your customer today is not money, but time. Your current process must be efficient use of your customer's time, and it has to be flexible. The best sales processes today are shorter, not longer.
Regarding time with your customer, look, don't waste it, but don't rush them either. So, if somebody needs more time, certainly you're there to give that time to them, but don't drag it on if time is unnecessary. Give the client as much time as they need to become comfortable, become secure. Keep the process moving. OK? Keep it moving along. Don't let it drag down.
I like to bring up price early in the conversation so the customer knows this is the product. This is the service. This is the pricing on it. I can fix these things. I can show you alternatives if it doesn't work, but I like to bring price up before I actually get into the presentation.
Another way to find out whether you need to revamp your sales process is to ask yourself if your customer is requesting information from your salesperson. If the answer is yes, you need to revamp. The customers shouldn't have to ask you questions about those things you know they're going to want information on.
Ensure that your sales force is prepared to discuss current promotions, changes in products. Bring that information up. Anything that is sensitive to your customer, bring it out in the open early. Things like terms, price, I discussed earlier. If you take trade-ins on your product, bring that up. If you have some type of warranty, bring up anything the customer's going to have, particularly things like interest rates. Sensitive to the customer, bring it up.
Ask questions to determine what your customer actually wants and needs. "Hey, what do you need? What do you want? What's important to you? What's most important to you?" And — here's a big one — "What'd you do last time? Have you ever bought a product like this before? What did you like about it last time? What didn't you like about it? Would you repeat that again?"
Lastly, does your sales process move the buyer towards a decision, OK? Most sales processes do not move the buyer to a close; instead, it's a sales process, an endless loop of selling and talking. Your salesperson should be able to reinforce that they're there to actually help the customer make a decision today, now, no matter how complex the sale is, no matter how big the sale is, it's time to revamp.
Don't fight it. Don't resist it. Embrace changing your sales process to make it shorter, more information-friendly, and move the buyer to a decision.
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