Sales Skills #1 - Buyer Seller Relationship
Most salespeople fail to follow a selling process that facilitates relationship building with the buyer. All too often when salespeople get in front of the customer, they launch right into the sales presentation not realizing that by doing so, they are throwing themselves out of sync with how customers make decisions.
Fact: 82% of sellers are out-of-sync with the buyer.
Have you ever had a customer that seemed to reject nearly everything that you presented? We all have. Research on the buyer decision process has revealed that a customer's resistance may not be caused by what you present. It could be the sequence of your presentation.
A Differentiating Factor
All customers make Five Sequential Buying Decisions. These decisions are usually made in the following order.
- Salesperson
- Company
- Product
- Price
- Time to Buy
Customers will find reasons not to buy when your presentation is out of sync with their buying decisions. To increase your chances of success, you must sequence your presentation to follow the buyer decision process. When you do, you'll sell the customer on each buying decision. This is exactly how professional salespeople orchestrate their sales calls.
With Action Selling, salespeople truly understand how to "walk arm-in-arm with their customer" as each of the buying decisions are being made. As the buyer/seller relationship grows, the relationship becomes one of the differentiating factors.
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Go to Sales Skill #2: Sales Call Planning