Capstone Sales Development Blog

Posted by Jim Lee at 2:44 p.m. January 12, 2010

Anybody who has coached or played youth sports knows the importance of learning the fundamentals first. A successful coach always drills on the fundamental building blocks (e.g. blocking and tackling) before he even attempts teaching the playbook. This is because he knows his team will not be able to successfully execute even the most basic plays without first mastering the essentials. He also knows that even the most gifted athlete will always utilize the fundamentals regardless how far he advances in his sport.

 

This is why I the first thing I teach my sales reps is the five-step persuasive selling format. I know that if they become proficient at this they will be able to be effective sales people on the quickest possible timing, quickly adapt their presentations during the call, and use this skill at all levels of sales and sales management.

 

Step one is to summarize the situation. It is important to immediately show the buyer you have accurately assessed the business need and to ensure you’re both on the same page by getting him to start nodding yes. This can be as simple as “In today’s data-driven business environment, you can’t afford to make a mistake with your choice on telecommunications. Are you interested in lowering the cost of voice and data while increasing reliability?”

 

Step two is to state your idea. Explain succinctly and clearly what your solution is. For example, “Our Enterprise Voice and Data plan is ideal for your business need.” Keep this step simple. Don’t complicate things by reintroducing anything from the previous step. Instead, transition immediately to the rest of the presentation.

 

Step three is to explain how it works and detail the benefits of your idea. This is where you provide details on how it meets an unmet need better than the existing choice or the competition. It’s also where you discuss your and your company’s role in making the sale happen as well as what your customer’s role. Don’t forget to emphasize the benefits!

 

Step four is the close. As you know, most sales people have to be taught to come right out and ask for the sale. I have learned the best way is to simply and directly ask, “Will you replace your existing service with the Enterprise Voice and Data plan?” It’s important to frame it as a yes-or-no question rather than asking what the buyer thinks.

Also, while the close is listed as step four, sales people should be prepared to close any time the buyer appears to be ready. Just because you spent a considerable amount of time preparing for the call doesn’t mean the buyer has to listen to all of it if you convince him early.

 

Step five is to agree on next steps and reinforce key benefits as necessary. It is very important for everybody to know exactly what needs to be done. And while I’ve suggested reinforcing key benefits, be careful not to continue selling after you’ve made the sale. Nothing is worse than a sales person who won’t take “yes” for an answer!

Mastering this process will keep the presentation on track, ensure all the important elements are discussed, and help close the sale. Nobody will outgrow this fundamental selling tool, not even the most senior sales executives.

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