Would you be surprised to find out that more than seventy-five percent of high-level decision makers are involved early-on in any major buying process? A more shocking statistic yields that less than five percent of all salespeople talk to high-level decision maker. Why is this?

Global Marketing, Inc. held discussions with many salespeople about this inhibitor to greater sales achievement. Lack of business knowledge, low confidence or no experience connecting with high-level decision makers is most common feedback as to why these sales people don't start at top. Global Marketing suggests that if you have these individuals in your organization - route them out fast or train them how to approach and close on high-level decision makers, or your competitor will!

Selling at highest level in any account makes good selling sense. Calling on these top-level people means talking to someone who has ability to say "yes" or "no" to your idea. Going straight to top means shorter sales cycle, better treatment, and will create additional pull for your idea. Those that sell at top usually find there is less competition because (as earlier stated) most salespeople are too intimidated to call on top decision maker. And when was last time you heard a top decision maker suggest that they don't have budget for an idea they like.

You may not have put much thought into it but if you are a business owner and sell products and/or services to consumers or/and businesses then you are a sales person. Have you spent enough time understanding sales process and what it takes to close more sales for your business? If you haven’t this October Newsletter will help you understand sales process, how your prospects think and how you can close more sales.

There are two things in your business you need to master and those are marketing and selling skills.

Most marketers don’t give a lot of thought to buying processes of their clients. That’s very unfortunate. Paying attention to buying process can have a dramatic effect on your revenue. It is extremely important to understand that although people inquire about your products/services, it doesn’t mean they are ideal prospect. There are many reasons why people may not buy your stuff which has nothing to do with you.

Each and every one of us goes through some sort of buying process when we make a purchase decision. At times process is long as when making a big purchase. At other moments it happens almost without thought when buying an inexpensive item. Sometimes we may be seeking information on a products or service but that doesn’t mean we are ready to buy right away. May be we need to be convinced that we are making right decision.

It is very important that early in sales process you differentiate prospect that is on market to buy and one WHO DOESN’T KNOW WHAT HE WANTS. Don’t spend much time on second one; you will be wasting your time and energy.

Generally speaking, buying process consists of four steps.

Do they really need it?

During this step, shoppers realize they WANT or MAY need something. They realize that they have a problem or a desire, and they choose to find a solution. If this need is strong enough chances are that they will make a quick decision and buy from you or your competition. If need is not really there, they will just shop around and won’t be making a quick decision. That decision could be made in a few months or may be never. It is extremely important that you identify real prospect to undecided shopper. It can be very frustrating to deal with those undecided people. You should focus your energy on real buyers. I consider this stage interview most critical part of any sales process. The interview is stage where you try to get to know your customer's needs, concerns, issues, objections, and real desires. It's from interview that you have enough information to determine how to present your products and services.

Information Search

Once choice has been made to fill a need or want, prospects begin to search for information in order to make best buying decision that is in his/her best interest. Make sure you give all information necessary to help them make a buying decision. You should offer some way for prospect to remember you, such as brochures and catalogs, a way to bookmark your site, newsletter etc.) Free samples, test drives, free report and other means of “trial” work extremely well to guide prospect through information search stage and onto evaluation and purchase stages. In this particular state of buying process make sure to educate process as much as and make sure you differentiate your company from competition. In that particular stage you will need to do two things. Educate your prospect and create an interest.

When educating your prospect on your products/services, be sure to present reasons for them to buy. Remember...solve a need, problem, or improve a current situation. The Key: Give them reasons to buy. Your recommendation shows customer your personal efforts and interest in helping him. He will be able to compare your products and services to competition, and see difference (if there is any). This should bring out his final objections, giving you opportunity to answer all his questions.

Your recommendation should be designed to relate value to your customer. Here is where your product or service begins showing logical and practical solutions to customer’s problems, needs, and goals. This is where you lay out your plan of action and explain how process will work for your prospect. This step will also uncover and give you opportunity to handle objections.

Find out about their objections

Often trial close will lead to objections. You might say, "So which program do you feel most comfortable with?" (That's a soft form of trial close.) Your customer will probably respond with objections (e.g., price, features, delivery, no time, or no need). During this step, don't' try to counter objections. Continue interview and learn all you can about their objections and challenges. You need to help them make a decision and they need to be reassured they are making right decision. Try to learn whether objections are honest or made up because prospect doesn't want to hurt your feelings, or genuinely isn't interested in buying at this time.

Handle objections

Your options are to rebuttal an objection, change your offer, or provide other incentives. But make sure you do homework and actually follow up with prospect. Occasionally, you will find an objection is legitimate and you really can't meet prospect's needs. Be honest, wish him luck then walk away. Don’t waste your time with undecided people who do not know what they want.

Evaluation