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Sales at it’s simplest is a communication process says Zig Ziglar, one of the world’s leading sales training coaches. According to Zig Ziglar, you need a process to be successful in sales.

The sales process has a beginning and an end. You’re somewhere on that spectrum. So is your client. Find out where your client is in the process and go there. Don’t try and carry on the process from your point if the client is not in the same area.

Should You Use a Sales Process?

You need a sales process if you’re serious about being a successful salesperson. A process allows you to know where you and the client are at. It allows you to make sure both of you are on the same page in the process.

Be Logical and Client-Oriented

A logical, client-oriented sales process will lead you to a logical closing where you’re not fighting with the client.

Your sales process will help you identify if your prospect is receiving the message that you think you are delivering. Often times, the customer hears something different than what you actually say.

And you always, always, always need to listen for more than words. Listen for meanings of words (intent). You’ll get in trouble if you don’t.

Here are the Zig Ziglar Selling Principles

1. Selling is a process, not an event.

This means there is a beginning, a middle and an end. Do you know where your customer is in the process? Do you know where you are in the process? If the answers to these questions don’t match, then you won’t sell.

When you’re at one end of the process and you’re client is at the other end of the process, it can be frustrating for the both of you. This frustration can often kill the deal.

To reiterate the point, you need to meet the client where he’s at. You’ll only know where he’s at, if your listening to the words and the intent.

2. You make more money solving problems (needs, issues, concerns) than you do selling product.

So you need to find out your prospects problems. Then solve them. Simple, right?

3. People have their own reasons for doing things. They don’t do things for your reasons.

Align your sales process with your clients reasons, not yours.

4. Learn more about your prospect than about your product.

You don’t need to be best friends, but you need to know them as people. You need to know their buying trigger, their interests, where they’re at in the sales process, and their buying points.

If you haven’t already done so, implement a sales process in your organization. If you already have a process, work on lining up with the client on where he or she is at in the process. Zig Ziglar says that as you do this you will close more sales.

This entry was posted on Thursday, June 5th, 2008 at 7:03 pm and is filed under Sales Training. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.