What are you selling? Do you believe you are selling? You don`t? oh…. The thing is…you are selling something. If you ever tried to persuade someone to act or think in a particular way, you are selling. What is selling without persuasion? See these steps to effective selling by Brian Tracy.
In this post, I will be sharing with you 7 steps to effective selling I learnt from Brian Tracy’s Book, ‘Speak to win.’ Are you eager to know how you can be persuasive? Have you been having NO from your customers? Sit and peruse these seven steps to effective selling carefully.
Nothing happens until somebody sells something. RED MOTLEY
Brian Tracy said, “Everyone is in the business of selling. The only question is, how good are you at it? Most people are terrified of selling because of the high potential for rejection and failure involved with trying to get someone to buy something.”
In selling a product, an idea, what is important is persuasion. And for you to be persuasive, there is one quality you must possess. The quality is, credibility. It is when people believe in you that they will buy into your idea, line of thinking or buy your product. Everything is affected by credibility.
According to him, the process of selling to a person or group of people consist of seven steps. And am going to make them as short as possible. Whenever you are trying to persuade or speak to an audience(s) about your product, keep these steps in mind.
Seven (7) steps to effective selling
1. Prospecting: Prospecting—finding people who can and will buy your product or service within a reasonable period of time. Prospecting begins with you determining exactly who your ideal customer is. What is his or her age, occupation, education, position, and previous experience with what you are selling? Before you sell, you must become absolutely clear about the customer you are attempting to persuade.
There are four things to look for in your prospect for you to able to persuade him or her to purchase what you are selling.
a). Pain: The prospect must have a pain that has not been alleviated. The prospect must have a felt dissatisfaction or have an area of discomfort that is bothering him or making him unhappy. Brian Tracy adviced that, “Before you begin selling, you should identify exactly what pain an ideal prospect would have that your product or service can take away.”
b). Problem: Your prospect must have a problem that has not been solved. Sometimes, this problem is clear to the prospect. Sometimes it is unclear. And in some cases, it can be nonexistent. But in any case, you must define the problem that your product or service solves in a cost-effective way.
c). Need: Your prospect must have a need that has not yet been satisfied. She wants some sort of improvement in her life that your product can deliver. What is the need that your product or service fulfills?
d). Goal: Your prospect must have a goal that he has not yet achieved. Your job is to determine what goal or improvement your product or service enables your prospect to achieve in a timely and cost-effective way.
2. Rapport and Trust: You establish rapport by asking good questions about what the prospect is doing now in his or her personal and business life, and then listening intently to the answers. You establish trust and gain influence by explaining how your product or service has helped other people in the same situation as the prospect or member of your audience. While building your trust and establishing rapport, learn to listen intently. The more you listen, the more your prospect likes you.
According to Tracy, the answer a purchaser gave to who a worst salespeople are was, The worst salespeople come in here and talk and talk about their products and services, never ask me any questions, and don’t listen to me when I try to tell them what I need.”
Telling is not selling. It is only when you are asking questions that you are selling. It takes no intelligence to blather on about your product or service.
Theodore Leavitt of the Harvard Business School once said, all selling in the twenty-first century will be relationship selling.
What this means is that the quality of the relationship that you establish with the customer or audience is the most critical factor in determining how influential and persuasive you are. That’s because emotions distort valuations.
The more a person likes you and trusts you, the better he perceives your product or service to be.
3. Identifying Needs Accurately: The second step will get you up to bat in the sales conversation. But it is only when you and the customer agree that the customer has a genuine and immediate need that your product or service can satisfy that the customer becomes interested in your product, service, or idea. Never assume. Even if many of your customers have the same need, never assume that a particular customer has exactly the same need as other people you have spoken to.
How do you identify needs?
Use doctor selling approach! That is, examine, diagnose and then prescribe.
You first need to examine your prospect, during rapport and building trust, to identify his pain, problem, needs or goals (diagnosis), then, can you present your products (prescription). If you do the opposite, you will successfully kill your prospect`s interests.
4. Presentation: At this stage, you present your product or service in a persuasive way as the ideal choice for this customer, all things considered. Your product or service does not have to be perfect. It simply has to be the best choice at this moment to enable the customer to solve his problem or achieve his goal.
A good presentation repeats the information discovered when you were identifying needs and then shows the prospect, step by step, how the problem can be solved or the goal achieved with your product or service. Presentation is the act of showing the customer that your product or service is the ideal choice to solve the problem or take away the pain.
Brian Tracy advised that, “During your presentation, as you present each feature and benefit of your solution, ask the customer if each of these makes sense to him. Good salespeople ask for feedback at every stage of the presentation. Poor salespeople race through the presentation, talking only about their features and benefits, and at the end they say, well, what do you think?
When you don’t give your prospective customer enough time to process the information you are presenting, he will have no choice but to say something like, Well, it looks pretty good, let me think it over. He remains unconvinced. The words I want to think it over or Let me think about it, are customer-speak for Goodbye, forever.
5. Answering Objections: The fifth steps to effective selling is to answer the prospects questions, concerns, or objections. There are no sales without objections. Because of the wide range of experience that a prospect has had in the past, the prospect will almost always ask you a series of questions about price, terms, conditions, quality, competitive offerings, appropriateness, and utility.
You will do well by carefully thinking your objection through during your preparation for the presentation. When the customer brings up the objection, the acknowledge the objection, compliments the customer for bringing it up, and then explains how that objection is easily dealt with and why it is not a reason not to proceed.
6. Closing the sale: You close the sale by asking the customer to make a buying decision now. In selling, your ultimate success will be largely determined by your ability to help the customer overcome any hesitation or doubt and make a firm buying decision.
As Brian put it, “the simplest way to close any sale is to ask, Do you have any questions or concerns that I haven’t covered? When the prospect says, No, you then use the Invitational Close to elicit a buying decision. You say, Well then, why don’t you give it a try? If you are selling services, you would say, Well then, why don’t you give us a try? If you are selling a hard product—an automobile, furniture, or even a house—you would first say, How do you like this, so far? When the customer says, It looks pretty good, you say, Well then, why don’t you take it? Or, Why dont you buy it?
Another closing technique is the Directive Close. With the directive close, you again ask, Do you have any questions or concerns that I havent covered? When the customer says no, you assume the customer has said yes, and then say, Well then, the next step is . . . and you describe the plan of action to purchase and take possession of the
product or service you are selling.
Don’t take rejection personal. Let it serve as a way to learn more of selling skills. Remember, when your customers says they’ll think aboutit, they are stylishly telling you goodbye.
7. Resales and Referrals: The seventh step in selling is to get resales and referrals from your satisfied customers. To achieve this goal, you must take good care of your customers after the sale, especially immediately after they have made a buying decision.
Don’t expect a customer you treated badly to come back or refer someone to you!
Preventing Buyers Remorse
It is right after the customer has decided to buy that she is most likely to experience buyers remorse and change her mind. You must be prepared for this. Be absolutely determined that the customer is so satisfied with not only the product, but the service and the way the product is delivered and installed, that the customer will buy again and recommend his friends.
Because, It is 10 times easier to make a resale to a satisfied customer than to make a brand-new sale to someone who has never bought before. This is because you have already established a high level of credibility with the already satisfied customer.
SUMMARY of 7 steps to effective selling
In selling, there are some steps to be considered and mastered. They are; Prospecting, Rapport and trust, Identifying needs, Presentation, Answering objections, Closing sale and Resales and Referrals.
Don`t be in a hurry to make huge sales in one outing, it takes time. You just have to keep doing it and enjoy the process. Don`t take rejection personal. If NO is what you get from one prospect, keep trying and don’t relent until you make your sale.
Credit: Brian Tracy (Speak To Win)
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