Mastering the Sales Process

Everything—and I mean everything—you have done is to get to this point, this step. That includes establishing your authority, your brand, your marketing, and a proactive effort to reach out to potential clients. All of these elements drive you to the next—and arguably most important—step: mastering the sales process.

Master the following sales steps and you will gain control of your business.

—Build rapport. Last time I checked, sales is still a contact sport with people doing business with people they like. In effect, building rapport is the process of finding something in common with your prospect.

—Qualify. Beyond the usual who, what, when, where, and how—ask open-ended questions that begin with the word “why.” People will invariably answer “why” questions. This will help you get to the client’s emotional reason for the trip.

—Present. They came to you for advice. They want you to tell them what to do. Present one—yes, just one—option. Always keep another option in your back pocket just in case you got it wrong.

—Ask for the credit card. The worst thing clients can say is no. If you’re afraid to ask for the money, just remember that most people have a pretty good idea of costs, so this shouldn’t be an issue.

—Address objections and questions. Typically, if you receive a “no” from clients it really means they need more information. Either you didn’t answer all their questions, uncovered their real motivation for the trip, or justified its value. So, continue to ask more “why” questions. If you have answered all their questions and concerns, follow the instructions on the shampoo bottle. Repeat! Keep at it until give you their credit card.

—Follow up. You have every right to contact a prospect as many times as necessary until you get either a yes or hard no. Studies show that most sales don’t happen until after the fifth contact. Increase your odds by hitting prospects on multiple fronts via phone and email.

—Don’t wing it. Follow the process. It provides you with control and enables you to drive the conversation where you want it to go. Master these sales steps and you will be able to scale your business to new heights.

Next month we will focus on how to retain those clients you’ve worked so hard to get.