With these challenging economic times we are all facing, it is not a bad idea to go back and have a quick review of the basics of selling.  Here are six critical steps in the selling process.

At SBT, we adhere to the basic selling belief that states:  First, we must uncover a hurt, want, or need.  If you cannot uncover one of those three, there will be no sale today.  How do we effectively do that?

Have a plan before sitting down with your customer.  Those who fail to plan, plan to fail.  Time is available and you need to be prepared.  Literature, pricing, specials, samples, demo's should be ready to go.  Do your very best to be on time for your appointment.  If you are delayed have the simple courtesy to call and let them know.  Once you get there follow these basic steps.

1. Ask open ended questions to uncover where mutual potential opportunities exist. What is important and of benefit to your customer?

2. Actively listen and pay attention to what your customer is saying.  This is a key factor.  If the customer is talking you should be actively listening. 

3. Pay attention to body language signals that can help determine the true receptiveness of your customer.

4. Always look for the win/win.  There is no long term benefit in your customer having products they cannot benefit from.

5. The close.  Amazingly a great number of sales people are afraid to ask for the order.  You can do that very gently by asking if the presentation offers benefit to their business needs.  What is of key importance to them?  Functions, features, price?  They all have to be in alignment. Nobody likes a pushy closer, but at the same time you are there to sell your goods and services and see if there is a good fit that can present a win/ win situation.  It is of key importance that once you ask any questions you stop talking and wait for the response.  This let's you know if there are any uncovered objections or issues that have not been addressed.

6. Follow up.  This is mandatory.  If you do not respond to your customers request quickly all of the prior steps are moot.  Your competition may not be so lax and they are waiting for their opportunity too!

To many of you seasoned veterans out there, this is really basic stuff, but it never hurts to review and check yourselves.  Basic, good selling practices, are really procedures that thankfully are not "rocket surgery"!   

We appreciate your comments and suggestions in helping us all be more consistent and improving our selling skills. 

"Be the exception and win big!"