Selling, as easy as A, B, C…D and E

You reach for the phone, your hand trembles. You go to speak, but your mouth is dry. Does that sound like your typical sales approach?

You’re not alone, most business owners fear selling. If you have something of value, you shouldn’t be frightened when contacting potential customers.

In fact, selling is as easy at A, B, C…D and E… if you develop the correct process.

If you follow what’s explained below, I believe you’ll generate more sales with increased confidence.

A. Where are your customers right now?

To sell to a customer, you need as much detail on their circumstance as possible. The only way to find out is by asking.

• What’s their biggest challenge?
• What do they constantly stress about?

Ask questions, it’s the most proficient way to understand a customer. If you get the detail, you can drill down on their problem. From here, you can tailor your sales approach to accommodate their needs.

Allow a customer the time to articulate their thoughts. Don’t rush to fill the silence, if a customer feels supported, in time, they will express their concerns. That’s as value to you, as it is to them.

B. Where do your customers want to be?

Don’t just find out where they are, find out where they want to be. Again, you need to ask questions (although, ask out of interest not desperation).

• What’s their ultimate outcome?
• What do they want to achieve?
• What solution do they need?

If you know where they want to go, you’ll have a clearer picture of how your services can help them achieve what they want.

C. What challenges are getting in the way of the customer getting from A to B?

Plato said, “Wise men speak because they have something to say; fools because they have to say something.” In this case, the wise person is the customer. Listen to them intently and hear what they’re saying.

Customers will tell you their pain points, challengers or obstructions if you allow a platform in which they can speak freely.

Think of it like this, we’ve all had that one friend whose only interest in conversation is pontificating about themselves. They never take an interest in you – would you buy from someone like that?

The process of selling is much easier when you respond to a potential customer’s needs, not you banging on about what you offer.

D. Give direction but don’t solve a customer’s problem

You don’t need to be Columbo here, don’t solve a customer’s problem simply offer direction on how it can be fixed. This can be done in a few ways:

• Provide relevant case studies that will resonate with a customer (by now you should have asked enough questions to judge their interests).
• If you’ve worked with a similar customer or in the same industry before, you need to show it to build trust.
• Show it via testimonies – others speaking highly of you is a powerful tool.
• Loosen their grip on the challenge they face – lead them to water, but don’t allow them to drink just yet.

If in the first instance you solve a customer’s problem, they will internally question the need to work with you given they have the solution for free.

E. Engage a customer

When it comes to selling you need to be black and white. Why spend countless hours and resources only to learn a customer can’t afford your services to begin with?

Be up-front but tactful. Instead of asking for their budget, subtly ask ‘how much is getting to the end goal worth?’ The initial outlay might seem daunting to a customer, but if you are the conduit to them achieving their goal, a customer will see your benefit.

Alternatively, but adaptable with pricing. Get a sense of what a customer is willing to spend and amend your service offering to tailor their circumstance.

If it’s on the lower-side, explain what you can offer for that price and how much of the problem it will solve. You might just be being sussed out without the big spend first – prove to a customer that they need your full service.

Ultimately, it’s about removing their problems and giving a customer the freedom to move forward with their business. If you add noticeable value, customers are willing to pay you for it.

Much like the alphabet, this sales process needs to be followed to the letter. Close the loop on A before moving to B and so on. If you don’t the system will break down and customers won’t be so F…or forgiving if it does.

Do you need assistance closing each loop to grow your business, or get back in control of it (and your life)? Reach out, I’m willing to help you.