Stop Selling and Start Creating a Buying Enviorment

Leslie Johnston

So you want to be successful in Selling, the best way to do so, is to stop selling and start creating a buying environment. Selling can be compared to eating an enjoyable meal. You begin your meal with a starter or appetizer course, followed by a nice salad, then the main course of your choice and finishing with a dessert. If the meal was not served to you in this order, you are most likely not going to eat at the restaurant again, or you may not even pay for it. Therefore, I believe that Creating a Buying Environment should be treated the same way, don’t you? Yet it is amazing how many sales people pressure the point of using their “Recitation”, and will not stop until they have finished it.

In order to create the environment there is a proper order to follow just as if we were being served a meal:

1. Preamble- How you preamble will depend on which market that you are working in, but generally speaking, you would get them to let you know what their interests are and then you simply listen. This information can be used later on to recall the things that are important to them. Also remember that body language is also important, include a friendly smile in an open and relaxed manner. Just remember you don’t get a second chance to make a first impression.

2. Fact-finding – These facts will depend on the product or service you are selling, and what precisely you are looking for. In the beginning it may help you to have a pre-printed questionnaire to assist you. This will also help you to stay on track. Also always explain to your customer what you are doing, before you do it.

3. “Feeling” find- This part is very vital because all the benefits in the solution must now be focused on how the customer feels about the facts, and not on the facts directly.

4. Identify the problem - Ask questions geared to identifying problems that the customers didn’t know they had. Write these down on a notepad where your customer can see it. As you are writing down these problems, get the customer to confirm again exactly what the problem is. This is also more power that has been given to you because, everything that you are writing down is what the customer has said, and not what you say or think.

5. Agreeing the problem- This is where the customer agrees that there is a problem, or problems that need to be sorted. When I say agree I really mean AGREE and not just nod politely and agree with you.

6. Presenting the solution- Get your mind to focus on creating a buying environment, and out of selling mode. By this part of the conversation you already know a list of your customers’ problems and you also know the list of your products features or services. Now you will ask more questions, in relation to your product or service features. You are now pointing out the features, and what it does to cure their problem, in doing so you are making it into a Personal Benefit to Them.

7. Agreeing the Solution – This is the same as agreeing the problems, the customer is agreeing to the solution one step at a time. You do not wait until the end to close, you are closing at every section of the presentation, after your customer has gained an understanding, and has agreed on the solution.

8. Financial Commitment – Simply, summarize all the benefits again and get the customer to tell them to you. Then ask them a question like “What difference do you think that this will make to you financially? Shut Up and allow them to actually tell you. If the product or services is at a cost of $100,000 and the customer told you that the minimum savings and additional profit would be $1,000,000 in the next three years. You could present this to them in 2 different ways: One way would be your investment is only 10% of the money you would make. The second way would be to show them that they will be getting a 900% return on investment (ROI) over a 3 year period. Then you would ask, “Are there any other technical questions that you are not clear on before we move to the paperwork?”

9. Paperwork – During this process, explain to your client, what is going to happen next. This is also an excellent time to ask for introductions. When you are asking for these introductions follow by saying, “I will look forward to meeting them with you next month, and I will let you pick the restaurant next time for the lunch. Don’t forget to give me at least a week’s notice first, as my diary is always full”

Several points here but the main ones are that you have defined the number, you have assumed that they will do it, you have told them that you are treating them to lunch in a venue of their choice.

10. After Sales Service- This is probably the most neglected part of the sales process and I do not understand why. I agree that it is now up to your company if you representing one rather than having to do it yourself. Good customers are like gold dust so look after them and you will find at least 80% of your sales/business will come either directly from them or indirectly from them via introductions and referrals. Ensure after the completion or installation of your product or services to call with your “Thank You”, and check that everything is fine.

All of this takes time and practice, so please be patient and remember that you are only trying to improve by 1% at any given time.

If you follow this 10 Point Sales Sequence that I have given to you, you will achieve success beyond your wildest dreams!

I appreciate that there is a lot to take in here and that is why I would spend up to a week with hands on training in my workshops do role play over and over again until this is second nature.

Once you learn to perfect this you will be amazed at the increase in you sales figures in both size of sale and the number of sales.

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Stop Selling and Start Creating a Buying Enviorment

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