THE A, B, C OF SELLING
As a sales professional one of your most important assignments is to bring in sales and that’s why the ABC of selling which stands for; ‘Always Be Closing’ should be your sales anthem. Closing has different meanings; you could either close by winning the sale and bringing in the revenue, or close by getting to the end of the sales cycle with the client who finally decides not to make a purchase.
How do you ensure that you practice the ABC of sales every time? Here are a few ideas:
- Start with the end in mind: when you meet a potential client, what do you hope to achieve? You should always start with a goal in mind, because this would keep you going through out the sales process. A goal might be; sell 200 cartons of XYZ product or sell Accounting services worth 2 million.
You would be able to set a proper goal after you have researched the client and you find out that they have the capacity. In future articles I would talk about how to find your ideal customer.
- Understand your customers’ needs accurately: after you have identified a potential client, spend some time understanding their needs. Why do they need your product? What do they want to achieve? What is their pain point? How would your product help them make more money or save cost? This information would be useful in presenting your product or services to the relevant decision makers and most likely give you the close at the end of the sales cycle.
- Ascertain the sales process from the start: from my experience selling to various types of organization, every organization has a process it goes through before it makes the final purchase decision. Ask your contact person what the process is upfront. This would enable you plan and decide the resources you would commit to ensure you close the sale. It also helps you organization project expected revenue and when it is likely to come in.
- Identify the decision makers and decision making process: most organizations have various decision making levels and you should identify them. There is a user; which is the person(s) who would consume or benefit from your product or service, the financial buyer; which is the person that would negotiate and decide if the purchase fits into the budget. They could also have a technical buyer; that checks the viability and technical competence of your offering and finally there might also be a management staff that has to approve the purchase before it can even be made.
- Stay on top of the process: to ensure you close the sales, be actively involved in the process and ensure it is moving along the sales cycle. Make sure you build relationships within the organization that would alert you if there are any bottle necks. It is also good to stay on top because there might be changes in management decision that might affect your sale.
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