Beyond Origins the Discussion

How To Create A Sales System That Always Works

August 23rd, 2008

In this article for small business owners, I’d like to introduce you to what a “selling system” is, give you an outline of a selling system that always works and point out a fundamental mistake that many small businesses make in their selling approach which, if rectified, can really explode your sales.

According to Michael Gerber, author of the best-selling business book “The E-Myth Revisited“, a selling system is a fully orchestrated interaction between you and your customer that follows six essential steps:

Step 1) Identify specific benchmarks (consumer decision points) in your selling process
Step 2) Script the words that will get you to each of those benchmarks successfully
Step 3) Create all the different materials that will be used with each script
Step 4) Memorize each benchmark’s script
Step 5) Deliver each script in an identical manner
Step 6) Allow the system to do its work, while you communicate more effectively by watching, listening, hearing, acknowledging, understanding and engaging more fully with your prospect.

Now, until you commit to building a selling system that follows each of the steps described above, you won’t know just how powerful and effective this selling system really is or just how much detail goes into making every part of the system work seamlessly.

Now, I can’t go into detail about all 6 steps here … that’s way beyond the scope of this article. What I do want to elaborate a little more upon, however, is Step 1 - Identify specific consumer decision points in your selling process.

There are four specific benchmarks, or consumer decision points, in the sales system that always works.

The first benchmark is the Appointment Presentation. The aim of the Appointment Presentation is to get an appointment with a prospect.

A highly recommended product that can help you make more sales appointments is Sales Scripts Pro. Sales Scripts Pro is a ’step-by-step’ scripts tool building program that can help small businesses get more sales appointments using a scripts tool when making sales calls. Some of the many benefits of using this sales scripts tool program is that it can help turn any person in your sales team into a cold call expert and help your business expand.

The second consumer decision point, is the Needs Analysis Presentation. The aim of this phase of the sales process is to help your sales presenter identify your prospect’s needs. This is done mostly through listening and by using specific tools and processes like a Needs Questionnaire.

Once you have identified your prospect’s needs, you then proceed to the next stage of the sales process … the Solutions Presentation. This is where you present your solution. If you or your sales presenter has done the job right in the previous benchmark, then you should know exactly what your prospect’s needs are and how your particular solution can help your prospect meet their needs.

And if you follow the 6-step selling system outlined in this article and deliver the right solution presentation using the right tools and scripts that you have developed as part of completing Steps 2 and 3 when building your sales system, then your prospect should move through to the Decision Confirmation stage, where, hopefully, you will have addressed all of their questions, concerns and objections and they are now ready to make a decision to purchase your particular product or service and become your new customer, or recruit (if you are selling a business opportunity, for example).

Now, this is where many small businesses make a fundamental mistake that can have a serious impact on their sales results …

To read the rest of this article, please go here: Sales Systems

Entry Filed under: Business