Housing Giants - August 25, 2008 - (Page 22) Sell FAcTS AbOUT TOdAy’S SAleS PrOceSS Neil Rackham’s 35 years of research from 35,000 customer visits in 20 countries tells us about the steps salespeople take. 1. uccessful sales people ask S 3. f a selling system is focused I 7. ssociates who close before A on how an associate needs to sell rather than on how a customer buys, it is less likely to be successful. 4. s pressure increases, a A a customer’s need is fully developed end up with more objections to handle. 8. hen associates don’t have a W customer’s awareness of “purchase risk” increases, which leads to fewer successful sales. 5. uyers shop and shop B strategy for selling, their focus turns toward relationship building and presenting. 9. hen an associate sells W more questions. 2. elling must be based on S and shop because they are concerned about the consequences from a bad decision. 6. uyers shop and shop B based on what a customer would get, price sensitivity will follow 10. oday’s sales success is T strategy, which must be based on customer purchase decisions. directly proportional to helping customers realize the need for change. and shop because they unconsciously know that “they don’t know what they don’t know.” Read back through each question and ask yourself whom the answer benefits: you or the customer? I’d be surprised if you answered anything but “me.” On one hand, in the initial customer meeting we say that we need to sell ourselves first, and on the other hand we signal that it’s “all about me.” You can’t have it both ways. That means you have to quit worrying so much about yourself and start worrying more about your customer. If you’re qualifying early in your customer’s visit, what signals are you sending? Whatever qualifying signals you’re sending tie together with your comfort process. Qualifying needs to come later in your selling process. 22 HOUSING GIANTS.8.25.08 www.HOUSINGGIANTS.cOm http://www.housinggiants.com
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