Sales is a sophisticated and multifaceted process. It’s not something that can be learned instantly or improvised effectively; it requires a structured approach and a disciplined adherence to a series of steps. Salespeople often struggle with the sheer volume of information they need to process, which can lead them to skip essential steps and jump directly into advocating for their products. However, before reaching the advocacy stage, two critical preliminary steps must be completed to ensure a strong foundation for success.
The first step is known as ‘relating’, which is about building trust with the prospective customer. Trust-building is a nuanced process that can vary significantly from person to person. Some sales professionals might require multiple meetings over several months to establish this trust, while others may be able to build it within a single 15-minute interaction. Regardless of the approach, the goal is to make the customer feel at ease and develop a connection. At this stage, it’s not about pushing a product or discussing problems; it’s about engaging authentically and relating on a human level. People tend to buy from those they trust and feel comfortable with, so this initial phase is crucial for success.
Once a trusting relationship is formed, the sales executive can then seek permission to explore the customer’s needs more deeply – a phase known as discovery. Discovery involves asking thoughtful, open-ended questions to understand the client’s true intentions, needs, and priorities. For example, if a customer expresses an interest in purchasing a car, there’s a broader context to uncover – why they want the car, what type or features are important, and what purpose it will serve. Without a thorough discovery process, any attempt to advocate for a specific product may fall flat because the salesperson lacks a complete picture of the customer’s needs.
Listening is an essential skill that distinguishes effective salespeople from average ones. Although it’s a common misconception that a successful salesperson is always a smooth talker, in reality, the best salespeople are those who listen carefully and attentively. A good sales executive knows not only how to listen but also how to ask the right types of questions, like fact-finding questions, feeling-exploring questions, or open-ended ‘magic’ questions. These techniques can encourage the customer to open up and share their aspirations, emotions, and even frustrations related to their purchasing decision. This information is invaluable, as it allows the salesperson to understand the customer’s experiences with previous products, their current problem-solving methods, and any specific challenges they’re facing.
Beyond understanding the customer’s needs, sales executives must also comprehend the customer’s internal decision-making process. When presenting a solution, the salesperson should be aware that the customer might need to consult family members or colleagues. This is why it’s crucial to understand their process. Sales executives should take the time to learn about the customer’s steps to make a decision, which might involve consultations or approval from multiple parties.
After successfully completing the relating and discovery phases, only then should the sales executive proceed to advocate for their product or solution. Advocacy involves confidently and persuasively presenting the product in a way that resonates with the customer’s specific needs and objectives. However, even at this stage, challenges may arise. Customers might voice objections or express doubts about the product or its suitability for their needs. A skilled and well-prepared sales executive is trained to handle these objections gracefully, transforming them into opportunities for deeper engagement and building further confidence in the proposed solution.
Once a purchase order is placed, many salespeople mistakenly believe their work is done. However, sales is an ongoing process, and even after the order is confirmed, there are still important steps to follow. When customers issue a purchase order and make a payment, they might experience a sense of vulnerability or loss of control. At this point, they are likely to have lingering questions or doubts. A wise salesperson anticipates this and proactively addresses any concerns, reinforcing the customer’s decision by explaining exactly how the product will benefit them and addressing any anxieties they may have. This step is essential, as it ensures that the customer feels valued and supported even after the sale. A satisfied customer is far more likely to return with additional requests, provide referrals, and place repeat orders, creating a continuous and mutually beneficial cycle.
Throughout the sales journey, two key qualities stand out: a genuine intent to help the customer succeed, and a commitment to transparency. Being helpful means guiding the customer through their decision-making process, offering support rather than simply pushing a product. This helpful approach, combined with transparency, enables salespeople to build a reputation as trusted advisors. Transparency is crucial in fostering trust, as customers are more likely to make purchasing decisions with confidence when they feel fully informed.
This description offers a simplified version of the sales process, but the complexity can vary greatly depending on the type of sale. For example, B2C (business-to-consumer) transactions typically involve a single buyer making a relatively straightforward decision, such as purchasing a car or a mobile phone. In B2B (business-to-business) scenarios, however, the process can become considerably more intricate, often involving several stakeholders with different priorities and roles. Similarly, B2G (business-to-government) transactions, such as government bids or large-scale construction projects, add additional layers of complexity and require a more strategic approach.
Each type of sale presents unique challenges and requires an understanding of the multiple people involved in the decision-making process. For instance, in the case of selling a car to a family, the salesperson might be negotiating with the father, who will be paying for the vehicle. However, other family members, such as a son or daughter, may have significant influence over the decision. A salesperson who fails to recognise this dynamic risks missing out on the sale. Understanding and addressing the aspirations and expectations of all influencers is vital to success.
In a B2B context, the complexity increases even further, often involving multiple decision-makers and possibly a formal approval process, such as a tender board. The board might have a chairman with veto power, alongside individuals responsible for budget approval, technical evaluation, and departmental influence. Each person in this chain plays a specific role and has unique priorities. Identifying these roles and tailoring communication accordingly is essential. For example, when speaking to the budget approver, emphasising the product’s financial impact rather than its technical features may be more effective. Meanwhile, the technical evaluator will be more interested in the product’s functionality and specifications. Understanding the questions each decision-maker is likely to ask, and preparing relevant answers, allows the sales executive to present a more compelling and targeted case.
There are countless subtleties and nuances in the sales process, which sales executives need to master to navigate complex sales successfully. By approaching each step thoughtfully and strategically, they can foster lasting relationships with customers, secure referrals, and create opportunities for ongoing engagement.
(Principal Consultant and CEO, bettroi)
