Successful selling is not a transaction but a process.

Successful selling is not a transaction but a process.

Tim Connor

Two quick definitions:

The sales transaction approach: a one-time action or activity involving two parties where a transfer of services or property is offered in exchange for financial gain.

The sales process approach: a series of pre-planned actions or steps taken in order to achieve a successful outcome.

It doesn’t matter what you sell – homes, computers, services of any kind, aircraft or clothing.  It doesn’t matter whether your products or services cost less than ten bucks or more than ten million.

It doesn’t matter whether you are selling a product or service that has a global reputation or is a startup organization.

It doesn’t matter whether you are a long-term seasoned sales pro or just getting started.

Have I made my point yet?  When it comes to a successful sales outcome what matters is the approach you use.

One of the biggest mistakes’ many salespeople (anyone who sells anything to any one) make is they use a transactional rather than a process approach – let me explain.  Here are the short versions;

Example one (Transaction approach) – you make an appointment, you show up, you give your presentation    and you try to close the deal.

Example two (Process approach) – you do some prospect research.  You investigate any issue or topic that might impact their willingness or ability of them to buy from you. You attempt to establish buyer/seller leverage – a referral, an endorsement, etc. from someone the prospect knows. You ask lots and lots of questions before you launch into your presentation.  You maintain control of the buying/selling process. You tailor every aspect of your message and product or service to the profile of the prospect.  You ask for the business and close the deal.

So, here are just a few of the ways that poor salespeople fail to follow a process approach.  Yes, there are many more and in respect to your time, I am keeping these short and to the point.

1.They quote price too early in the process- just because the prospect has asked for a price doesn’t mean they need it right away or are even ready for it.  Prospects who want you to go to price early are generally price shoppers and may not be worth a great deal of your time.  Price is a function of perceived value.  If you have not had a chance to build value - the price will always seem high.

2. They talk too much. They don't ask enough questions early in the sales process. They just ramble on and on.  These salespeople feel or believe that people buy because of the various features of their product or service.  Everyone’s reasons for buying your product/service are unique.

3.They send out literature when asked, without first qualifying the prospect.  Billions of dollars of literature go in the trash every year. Requesting literature is often just a ploy or tactic to get rid of you.  You think, “Ah-ha… they want information.”  They are thinking, “Finally I have got this idiot out of my life.”

4.They rely too heavily on technology -using emails, websites, texts, etc. Selling is about trust and relationships and you don’t build those by typing a bunch of keys on a device and then hitting the “send” button.

5. They lose control of the sales process or never get it at the beginning.  I’m not talking here about manipulation but the ability to have the process proceed according to your plans and steps that are in the best interests of the prospect and not that of the prospect.

6.They don’t realize that if there is a trust issue in the sales relationship what will get that to the surface really fast is money. So, don’t wait too long in the process to bring up the issue of fees, terms, deposits, etc.  There is a professional way to accomplish this without referring specifically to the price of your product or service.

7. They leave 'will calls' when telephoning a prospect.  Please, if you are trying to sell me something don’t expect me to do your work for you. Trust me I will guarantee that fewer than five percent of your ‘will calls’ will ever happen and this includes less than 1% of your email reach-outs waiting for a response.

8. They fail to observe and pay attention to early subtle signals given by the prospect.  If you are focused only on yourself and your presentation and your product or service – you will miss some signs or signals during the process that will give you accurate clues as to the prospect’s real or serious intent.

I could go on, but I am sure you get my point. I’ll leave you with a simple question – are you primarily using the transaction or the process approach?