A sales process is something just about every business continually revisits, tweaks, and tries to improve.
One way to improve your sales process is to simplify it by starting with the ideal client. In a recent interview, Harry Spaight, Founder of Selling With Dignity, spoke with Adi Klevit from Business Success Consulting Group about creating a sales process that doesn’t feel “salesy.”
Harry’s selling process begins with being service-minded. He gave a great example of being waited on at a fine dining establishment. The server knows everything about the offerings provided, shares information about the best drinks to pair with the meal, is trained not to be intrusive and provides a fantastic overall experience. They understand the needs of their ideal customer and deliver on those needs to a T.
This service mindset sets the fine dining experience apart from the experience of eating in a diner. The server provides you with just what you want.
We share Harry’s vision of simplifying the sales process below. Be sure to listen to the full interview for additional pearls of wisdom from Harry and Adi.
Simplifying the Sales Process
Here are the steps Harry defines that make closing sales simpler and more enjoyable for both the salesperson and the customer.
Find the ideal client.
Find the appropriate customers for your product/service. These customers are those who need your product or service, whether they know this or not.
The correct answer to “who is your ideal client” is not “everybody.” Even if you sell everyday items like light bulbs, the answer is not “everybody.” Some people will not want or need your product, so do not pursue these individuals. Instead, create a client persona that fits with those who most need/want your product/service.
Another way to look at this is, “Who do you want to serve?” For a fine dining establishment, this may be people who love French food and can afford to go out and enjoy a fine meal. Another client persona may include people celebrating a special occasion, and another may be people in a specific income bracket who are out on a date night.
Set up your client personas and pursue those potential clients exclusively. You may need to modify your client personas as you continue to sell – for example, you may not know the title of the correct decision-maker in a new business setting. But you can learn and change your client persona accordingly.
Bring awareness about your product/service.
Share your product/service with the potential customer. You can provide a showcase, talk to them about their issues and see if the product/service will help, or share past customer experiences that align with their situation. This brings awareness and allows customers to focus on their needs/wants.
Provide Value
By providing value before an individual buys, you can give them a better understanding of why they need your product/service and how it can be integrated into their day.
For example, a book preview will provide value to a customer by sharing a portion of the book and sparking interest. Other simple ways to offer value include free downloads, a product sample, a free trial, or even a free consultation. All these items give the customer an idea of your product and show them you are willing to go the extra mile for them.
Close the sale
If you showcase how your product or service will effectively solve their problem, your customer will likely be ready to close. Have the contract ready to sign or the product available for shipment.
Conditional: If they are not ready to buy due to financials or an approval process, you are likely not in front of your ideal client. But that doesn’t mean they won’t eventually become an ideal client. This is when you would place the customer on a drip campaign to continue providing value OR get in front of the correct client (the person who can approve the purchase).
Do you have a great sales process, but your team doesn’t seem to be able to duplicate your results? Get in touch with the experts at Business Success Consulting Group to find out how you can document your sales process so your team can understand and follow for improved results.
