by Kamryn Adams

Created on: June 26, 2009

The sales process is a step-by-step process that is defined by the customer's relationship with the product or service. Every sales person should ask, "Where is the customer in the sales cycle?" before entering a sales call. The sales technique is determined by the customer's position in the sales call. The sales cycle is not just the time it takes from introduction to closing contract. It is the customer's emotional state during the sales relationship.

What is the customer's emotional relationship with your product or service? Unaware, Aware, Consideration, Trial, Usage. The sales technique that a sales person must employ depends upon these stages of the relationships. If you make cold calls then you will more than likely enter into a relationship where your customer is "unaware". To avoid this painful experience, sales personnel should use qualifying techniques. The best way to qualify customers is to understand what need your product meets. Based upon your product qualities you can sketch the appropriate customer profile, better known as target. If a potential customer doesn't meet your target, then there is no need to start the sales process. It is not wise to force a customer into needing a product because it is highly likely that they will not be a satisfied customer.

Once you find your target it's time to make the customer aware of your product's ability to meet their needs. Clarify the needs with the customer and help them identify areas where your product or service can be helpful. In order for a sales professional to do this effectively, product knowledge must be impeccable. The best sales people have impeccable knowledge of the product and service that they represent. They also have complete knowledge of the strengths and weaknesses of the competition. By communicating the product attributes and defining the customer need, you can move to the next level of the sales relationship.

When the customer is considering your product or service, you should begin using a persuasion technique to move them to use your product. This is the time for you to handle objections and clarify the customer needs. Be ready to show empathy toward customer concerns while providing a solution based in your product or service. The best way to persuade a customer to use your product is to offer them a trial. Give them some time to "play around" with your product or service. Offer them a trial period. Stay close to the customer during the trial so that you can answer any questions or objections.

Assuming the trial goes well, begin to close the deal. Ask the customer directly if they are ready to commit to using your product or service. Reinforce the positive experience that they had during the trial. If the trial was less than optimal, then go back to handling objections. Work with the customer to better understand the need and demonstrate, again, how the product meets that need.

Sales technique is not science, its art. Each customer experience is different and the best sales professionals understand that they need to make an emotional connection between the product and the customer. Moving the customer from awareness to usage takes time, strategy, and attentiveness. Good Selling!

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