When I talk to businesses and corporations about selling, I often hear “We already have a sales training program.” When I dig a little deeper, I find out that their sales training primarily consists of teaching the features and benefits of their products or services to their sales people. The training is designed to best position their product or service. While product features and benefits are very important to know, the process of selling is much more involved.
The selling process is designed to:
- Establish and build a relationship.
- Uncover a problem or need (Some call this a gap).
- Provide a solution to the problem or need.
- Gain a customer or client commitment (Close the business/Ask for the order).
Key questions are asked within most of the steps for clarity and understanding. Learning the sales process will help your sales become less transactional and more consultative. You become less of a “Sales Person” and more of a “Problem Solver.” Solving problems is more in the customer’s best interest, while customers perceive “Selling” as more in the sales person’s best interest. If you can get your sales people or sales team to focus on building relationships and solving problems, you will find that they will have better relationships with your clients, they will be seen more as partners with their customers, and their will be more potential for business growth.