Here’s a little quiz to get you started…but don’t scroll down until you’ve gone through the steps!
Think of a number
1. Think of a number from 1 to 10
2. Multiply that number by 9
3. If the number is a 2-digit number, add the digits together
4. Now subtract 5
5. Determine which letter in the alphabet corresponds to the number you ended up with (example: 1=a, 2=b, 3=c, etc.)
6. Think of a country that starts with that letter
7. Remember the last letter of the name of that country
8. Think of the name of an animal that starts with that letter
9. Remember the last letter in the name of that animal
10. Think of the name of a fruit that starts with that letter
Are you thinking of a Kangaroo in Denmark eating an Orange?
So what just happened here? If you are like the 98% of people that tried this, you thought of a Kangaroo in Denmark with an Orange.
The reason this worked so effectively is that I knew in advance exactly where I wanted you to go. I had a plan in mind that would take you to the desired result and then I simply worked backwards with the end in mind.
Successful selling is exactly the same process. I have a goal that I need to reach, namely having the prospect in front of me purchase my product. Just how we make that happen is very easy if you have a map. That map is called ‘the steps of the sale’.
The steps of the sale are the essential building blocks to move your prospect towards making a buying decision. By understanding and applying the different steps of the sale and how to transition from one to the next, they will help you lead your sales discussion towards a successful sales outcome.
The steps to every successful sale should include:
• Greeting
Be friendly and inviting. Lead the way for your prospects to talk about themselves by asking them
a few questions. This is the warm-up part of your presentation where you are building very important rapport with your prospect.
• Establishing credibility
The prospect in front of you may genuinely have never heard of your store or the brands you carry, which is why you need to establish that you are a credible business with a proven history. Show them the area of your store that physically demonstrates your credibility as a company – the credibility wall.
• Discovery
Understand the needs and wants of your prospect. When you truly listen to your prospect, you will understand their needs, wants, concerns and motivators. If you are sincerely interested in fulfilling their needs, the discovery phase will provide you with all the information you need to sell to them as well as how to not sell to them.
• Product presentation
Your time to shine is during your presentation. By now your prospects should have warmed up to you; your own credibility and the store’s credibility have been established, and your discovery has provided you with all the information that is important to your prospect. Throughout this you will have been building a great rapport with your prospect by genuinely listening to what they need.
• Creating urgency
A key component in any sales strategy, in addition to a great discovery, establishing solid credibility and a bullet proof product presentation, is to create a sense of urgency for your prospect to buy now. The more effective you are at creating urgency, the more sales you will make.
• Closing the sale
Nothing happens until a sale is made. Closing the sale is merely the continuation and completion of the terrific sales presentation you have already made. It is the logical end why your prospects entered the store. Closing is the final process that brings your prospect to a final decision, be it a yes or a no.
• Overcoming objections
Overcoming objections is crucial for successful selling, no matter what product or service you provide. Only when you master the skills, and gain the confidence to ask your prospect the right questions to fully understand and counter their objections, will you be closer to closing the sale. Know what questions to ask that will address common objections and commit your prospect to purchase.
• Follow-up
Do you take the time after every missed sale to analyze what went well and what didn’t? There are only two possible outcomes following your presentation: your prospect purchased your products or they didn’t purchase your products. Following up with both successful sales and unsuccessful sales will help you to understand your strengths and areas that still need improving.
Always look for ways to improve your presentation and remember the ABC ‘s
Always Be Closing.
1. Acknowledge the Objection
To have any chance of overcoming your prospects’ objections, you must first have put the effort into building a strong rapport throughout your presentation. In responding to any objection, always acknowledge your prospect’s concerns with an affirmation so they feel acknowledged for their objections.
1. “Mr(s) Prospect, I am really glad you brought that up.”
2. “Mr(s) Prospect, that is a great question.”
3. “Mr(s) Prospect, you have obviously been listening very closely and I appreciate that.”
4. “Mr(s) Prospect, that is a very interesting point.”
2. Isolate, Identify and Rephrase the Objection
When you take the time to listen and rephrase the objection, your prospect knows that you are paying attention to them. Rephrasing clarifies the objection to avoid any misunderstandings. It also gives you a moment to gather your thoughts. By rephrasing to better identify their real issues, you can lighten their concerns, or probe for more information.
1. “Mr. Prospect, would you mind explaining why you feel that way?”
2. “Mr. Prospect, don’t you really mean…”
3. “Mr. Prospect, so you’re telling me…”
4. “Mr. Prospect, do I understand you to mean that…”
5. “Mr. Prospect, “Other than (the objection), is that your only concern?”
3. Overcome the Objection
You should now have a much better understanding of their objection and why it is important to them. In order to address and overcome their objection, you may have to backtrack or repeat parts of your presentation to more fully explain a feature or a policy to their satisfaction or understanding. In addressing ANY objection, you need to confirm your reply to their objection has been not only received, but also understood. Don’t overcome an objection and leave it hanging out there; confirm it hit the mark.
1. “Now that solves the problem, doesn’t it?”
2. “When you think of it that way, how do you feel about this now?”
3. “I guess we’ve made that clear now, haven’t we?”
4. “Does that make sense now?”
5. “Are you comfortable that we have addressed that to your satisfaction?”
6. “Did that clear that up?”
7. “Did I explain that correctly?”
4. Ask For the Sale Again
After overcoming the objection and receiving their confirmation that you have successfully addressed it to their satisfaction, ask for the sale again. If more objections arise, continue to address them using the steps outlined above. You must have their agreement that all their questions and concerns have been addressed or they will not move forward to their purchase.
Your primary focus in selling must be to make it absolutely clear that what you are offering is of value for your prospect. You must explain how your prospect will benefit from ownership. The most effective way to do this is with FAB statements.
FAB statements help paint the picture as to why your spa or pool is the most effective means of meeting your prospects’ needs. They connect the physical features of your product to the benefit the prospect wishes to receive.
The benefit of your product is the reason why your prospect must own it.
Why use FAB Statements?