Sign & Digital Graphics

April '18

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S I G N & D I G I T A L G R A P H I C S • April 2018 • 31 piled his findings into a special report called "Overcoming the Fifteen Biggest Mistakes in Sales." All 15 mistakes relate back to the fact that most sales organiza- tions lack a disciplined sales process or, if they do train to a common sales meth- odology, the process may not be in sync with today's customer and the way they come to make a buying decision. Suppose you sent out a memo to your sales force and asked them, "Please describe the steps in our company's sales process." How many different approaches, variations, and answers would you get back? In this age of increasing competition, team selling, and tele-managing, creating a unified, yet unique, message delivered to the mar- ketplace by a sales force with a singular selling philosophy is imperative. Think of it this way. Isn't it easier to become proficient in one thing and practice it "X" times than to attempt to be an expert in "X" things performed only once at a time? Why succumb to the myth that each selling situation is different and re-invent the same wheel over and over again? When you are committed to process improvement, you take the necessary time to critically analyze the range of selling methods you implement. Retain and refine the practices that work and work well… consistently. Outlaw the ineffective ones and restrict—to special occasions—the outrageous methods that luckily worked one time on only one prospect. They may make interest- ing anecdotes at cocktail and retirement parties, but they do not belong as the backbone of a successful business model. Most importantly, carefully analyze the way your best customers buy. What motivates them to make a decision to select you as a partner? Chronicle the timing of each step along the way to a signed purchase order. Studies have shown that salespeople are typically "fin- ished" selling long before the customer is ready to make a buying decision. Ask yourself, "Are we selling well because of what we are doing or in spite of what we are doing?" Step Two: Focus on Your Best Efforts As you begin to map your sales pro- cess, identify your success stories and the core competencies within your organiza- tions. Have each of your sales profession- als select two or three actual scenarios that resulted in profitable, repeatable business. When each sales rep conveys the details of each effort—how the lead was uncovered, how the most important customer need was determined, and so on—you are sure to see a recurring pat- tern develop. Typically, the sales process involves five key phases. While the selling style, approach, and timing may vary from situ- ation to situation, most prospects expect the salesperson to progress in a logical sequence. The five phases are: • Earning the right to be considered as a qualified vendor and, in turn, qualify- ing the prospect, • Diagnosing the customer's underly- ing dissatisfaction and uncovering their strongest unmet needs, • Offering and presenting the solution(s) that is/are tailored precisely to the customer's circumstances, • Closing the deal, delivering on promises and fulfilling the first order, and • Nurturing and expanding the busi- ness relationship. Think of the phases as goals that require a series of activities to accomplish them. It is those specific activities that Retain and refine the practices that work and work well… consistently. Register Here: or call 800.560.9941 Portland May 11-12, 2018 Education Begins May 10 Cleveland June 15-16, 2018 Education Begins June 14 Sacramento April 13-14, 2018 Education Begins April 13 TRAINING in the HALL ACS ........................................... #815 SCG Digital America Inc ............. #821 Wensco Sign Supply .................. #203 National Azon ............................. #233 SCG Digital America Inc ............. #127 TRAINING STOP

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