by Peter Lampros

Created on: September 19, 2008

True salesmen sell, but that description may be somewhat befuddled in the lexicon of the average person. Selling has been characterized as something which should be avoided by buyers and has significant negative stigma attached to it. Unfortunately, this stereotype, more often than not, "rewards" the prospective buyer with poor choices and buying decisions. Many associate selling with the slick "used car" sales pitch, which is, admittedly, negative.

Everyone sells something sometime. One may sell a product, an idea, or an option they wish another to choose. Sales is about influence, but it doesn't have to be about control. The value centered professional salesperson cares more about his or her client than their own personal gain. The fruits of the sale, usually in the form of commissions or bonuses, will come as a product of the sale. The professional salesperson acts as an educator, mentor, consultant, and guide, rather than someone trying to shove a particular product down their customer's throat. This sales professional knows the steps to the sale, which are somewhat universal, and gently guides his or her client through the process.
There are ten steps to most sales processes: meet and greet, needs assessment, product selection, demonstration, quotation (presentation), negotiation, answering objections, closing, delivery, and follow up. This is a process which is fairly constant. That is, it occurs in a logical order, with very few deviations from the order noted above. Whether the salesman is selling airplanes or cosmetics, cars or candy bars, forklifts or pitchforks the process is more or less the same. It occurs on a grander scale at times, but the components can usually be dissected and identified.
The portions of the sales process which are most crucial are those which actively engage the customer. During these steps of customer interaction, the salesperson must establish rapport and develop a trusting relationship; this is necessary to successfully influence another. Sales is about influence and, therefore, involves psychology.
The meet and greet is one of the most crucial steps in any sales process. One rarely gets a chance to make a second impression and a negative first impression can harm the salesperson for years to come. A positive first impression breaks down barriers and promotes trust. Eventually, the client begins to like the salesperson and feels comfortable. It is at this point that sincere suggestions by the salesperson will be received

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