The Seven Key Elements of Selling
It is important to make your prospect comfortable in the sales process. Selling is a two-way communication process, not a pitch to force someone to make a decision. Work with your prospect to come to a collaborative decision.
- Element 1: Know Your Prospect. Study your prospect and learn as much as possible about his or her needs and how you can develop solutions to meet those needs through your product or service. Study the company as well. Going into the meeting with this knowledge beforehand will go a long way in establishing your credibility.
- Element 2: Offer Solutions to Problems. Listening rather than talking in the first minutes of the prospect meeting will provide you with information needed to understand the problems the prospect needs to have resolved. Relate those problem solutions to your products or services.
- Element 3: Create a Lasting Impression. Appeal to your prospect on an emotional level if appropriate. Tell stories that will help the prospect relate to your product or service and see how his or her problems can be solved by going with your solutions.
- Element 4: Make It Urgent. Sometimes it helps to create a sense of urgency in your prospect. Offer a surprise discount for a quick decision or mention that you are working with the competition and close to closing a deal with them. Be honest, but let your prospect know that acting earlier rather than later is in their best interest.
- Element 5: Go a Step Above. Offering additional value to the prospect is a good tactic to use to get the sale to close. Make sure that what you offer is legitimate, does not hurt the bottom line, and is doable. For example, add in one of the services that are typically included on premium packages or offer them some extra time without extra charges.
- Element Six: Emphasize the Benefits. Emphasizing the benefits should be part of the ongoing sales process, but it doesn’t hurt to return to some of the more attractive benefits as you are closing the sale. Reminding the prospect of what they are getting helps make the final signing easier.
- Element Seven: Keep in Touch. Once the sale has completed, it is important to stay in touch with the client. Let him or her know you are there to answer questions, provide further solutions, and to make sure everything is going as it should.