Master the different stages of a successful sales process

Two weeks ago, we started these series on ‘Sales Techniques’ because no matter how good your products or services might be, they need to be sold by people who know how to sell them. In last week edition, we emphasized on the importance of preparation. Preparation for every sales person is mental, emotional and physical. Preparation also implies that we do our homework by knowing the features, advantages and benefits of the products/services we are offering. Let’s assume today that we have mastered all those two pre-requisites. How then do we create that first contact with the customer when he enters our shop or our office? What are the different stages of a dynamic sales process? Though there are tones of articles and books on sales techniques, your columnist will like to share with you some one of the simplest techniques. Some call it the 7 stages of sale, others call it the 4 C’s of a sales process. The 4 C’s are the following: 1. Contact This is where you decide right away if you want the prospect to feel welcomed or not. Whoever enters your shop or office should be acknowledged within seconds. Whether you are busy or not, whether you will be ready to provide service in one or twenty minutes or not; the first contact in crucial to the process. An early acknowledgement is a minimum requirement. Your acknowledgement says “I’m glad to see you and I value your coming here”. It also means, “Please wait a second; I will help you as soon as possible” or “Thank you for your patience.” Your acknowledgement might often be just an eye contact, a smile or a hand gesture. 2. Connect Smiling and greeting the prospect who enters your shop or office sets the tone for the rest of the sale’s process. Even though greeting might look so obvious to many, it is rather unfortunate that this has become one of the missing ingredients in most sales interactions here. Do not just sit there and stare. Connecting with the prospect will start with a “Good Morning Sir/Madam” or “Karibu”. The next stage of the “connect” is to ask the famous question “How may I help you?” As a salesperson, learn to ask many questions. This helps in uncovering your prospects needs. You should listen at least 50 percent of the time. Asking questions implies that you learn to listen carefully. Listening is a key selling skill, in that without good listening skills the process of questioning and understanding the exact needs of customers will be rendered totally pointless. 3. Convince As a sales person, you are like a consultant or an advisor. The customer wants you to be the expert in describing your products/services. You can only convince when you know everything concerning that offer. Convincing will require cordiality and a great sense of enthusiasm. If you look dull and hesitant, you are probably killing the sale. 4. Conclude The last stage of the selling process is as important as the first. You need to make sure that that the customer leaves with a positive impression; even if the discussions do not lead on to a sale. Rephrase the order, thank the customer and follow up. I have practiced this sales process hundred times before and I can assure you that it works. But the, do not just take my words for granted. Test it yourself and you will see the results on your bottom line. sidossou@theservicemag.com