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 decisions of the customer. When you do, you’ll sell the customer on each buying decision. This is exactly how professional salespeople orchestrate their sales calls.
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Have you ever had a customer that seemed to reject nearly everything that you were presenting? We all have. Research on the customer’s buying decisions has revealed that a customer’s resistance may not be caused by what you present.
Sales Training Research on over 350,000 salespeople has revealed that customer resistance is not be caused by what you present. It comes from improper sequencing of your presentation. This makes sales differentiation difficult and results in lost sales or resistance to your price … Customers will find reasons not to buy when your sales presentation is out of sync with the sequence of their buying decisions. To increase your chances of success, you must sequence your sales presentation to follow the buying decision process. …
Three-quarters of the secret to professional, strategic selling boils down to asking the Best Questions and listening carefully to the answers. Most of the Best Questions have to do with uncovering the crucial, underlying needs your products or services might serve. But you also must know how to sell to a particular account. Using the same strategy for all customers is a big mistake. The issue is, how do you compete for this customer’s business?
“All right,” Scott began, happy to demonstrate that he understood and appreciated the system that Christine herself had introduced to Partner Dental. “Action Selling is a step-by-step system for managing a sales call — actually, for managing the entire sales process, from the planning stage to following up after a sale. It’s based on the documented fact that every customer makes five crucial buying decisions in the course of any major sale. And whether the customer realizes it or not, these decisions are always made in the same order.”
Research has proven that customers make five major buying decisions in the course of any major purchase. These decisions are always made in the same order. The first is whether to “buy” the salesperson—you. The second is whether to “buy” your company. Only after those two decisions are made will the customer seriously consider whether to buy your products. This means that you need to …
“The enlightened learn from Action Selling every day. It’s as if the process gives us this magical framework or operating system from which we solve selling problems and grow our skills. Parts of the system, like the way it’s structured around the five buying decisions, are based on research or ‘science.’ But we think of the questioning portion of Action Selling as the ‘artful’ part of selling today. We create or design questions and use them to make masterful sales calls. The benefits we’ve experienced are enormous.”
If your salespeople have studied the Action Selling System, they’re aware of the research-proven fact that every customer makes Five Key Buying Decisions—and always makes them in the same order, whether consciously or not. First the customer decides whether to “buy” the salesperson. Then the salesperson’s company. Then the product. Then the price. Then the time to buy.
If you are looking to compare Best Sales Training Programs, make sure they meet these “best-in-class” criteria: Research-Proven, Process Driven, Based on The 5 Buying Decisions, Focused on Teaching Reps How to Differentiate and In the Cloud – Daily Reinforcement. Use these criteria to measure and select the Best Sales Training program. You’ll be glad you did.
Here is a question from an Action Selling customer who happens to sell industrial pumps: "One of our potential clients is a company that gets bids for pumps from three different suppliers, and then pays an engineer to evaluate the bids and recommend the best buy. If they allowed us to jump in as a fourth bidder, they would have to pay extra to the engineer. They're balking. Our products have a good reputation, but so do the other three bidders. Is there anything we can do? Or must we just accept that we came too late to the party?"