Think “Build a Sale” not “Make a Sale” for better results
Of course, better thinking leads to better actions. For anybody who wants better results, particularly better sales results, better and different actions are prerequisite.
Recently, I found a principle which would lead to a revolution for me. I will share it with you…
Sales, in general, is turning suspects into prospects and prospects into clients. The end result…a sale, revenue for the company, and maybe a commission.
Is this making a sale? Many business owners and professional sellers look at it this way. Here is another way of looking at it: We need to BUILD A CASE FOR ACTION. Not make a sale. It’s about building a sale.
Building a sale is done by following a process which ends in a win-win. A new client and a happy customer.
Here are 5 tips you can easily apply to your process to get you started on the path of building sales for yourself. As opposed to making sales. Process requires that you meet the objectives of each step before you proceed on to the next step.
To get the most out of your time invested in reading this article: While reading, don’t say “I know that” but rather ask yourself “How good am I at that?”
1) Have the right mindset.
This may seem counter intuitive, but have zero expectations. Don’t go into a sales call with the intention of selling your product or service. Think of your sales call as talking to a friend. You just want to explore whether there is a fit or not. What you say should be prepared. However, make sure you have a dialogue, responding to what your prospect says. Like a conversation with a friend. And remember, it is about what the client needs and not your need as a seller to meet a quota.
What are you thinking when you meet a new prospect?
2) Follow your prospects lead instead of putting them into your model.
Be on their agenda, not on your agenda. “Pitching” is being on your agenda. Your focus should always be on your prospect. That is the only way to earn their business. Be in the moment and watch for cues they might have a challenge that needs to be solved.
Is your focus always on your prospect? Or are you ME focused?
3) If you are talking to a prospect, by definition they have a desired outcome which is different from their current situation.
If the two are different, there is a gap. If you can bridge that gap, that can lead to a new client (provided that they like you and trust you of course!) So, you need to understand what their objectives are, what issues the person is dealing with, and what obstacles are standing in the way. Other useful information for a seller is how they have tried to do to solve their problem so far. And how the particular issue is impacting them.
4) Finding the answers to the above involves asking questions.
Before you do start asking questions though, ask yourself the following: “Is there enough rapport built to get the real answers you will need?” Without rapport, you don’t have the foundation to build a sale on. This needs to be a major focus in your sales process. Running red lights here and proceeding without rapport will derail all of your efforts.
What do you do to ensure that you have the degree of rapport necessary with your prospects to proceed in your sales process? What can you do differently to be better here?
5) Don’t stay horizontal with your questions.
You need to go vertical with questions. This means getting to implications. Dig deeper than just the initial answers. Horizontal just scratches the surface. Think in terms of “So what?” This hits your prospect in the gut because it’s emotional. Buying is an emotional process and this is what moves people to action.
Do you have a model for asking powerful questions and collecting data? The most effective sellers do.
If you think “building a sale” as opposed to “making a sale”, will you operate differently? I bet you will. You can think your way into a new way of acting. What has been laid out here is very easily actionable. You just need to be motivated to change what you’re doing. And I would bet that this change in mindset will have you cashing larger checks at the bank! Until next time, go be great and build some sales!