If your salespeople have studied the Action Selling System, they’re aware of the research-proven fact that every customer makes Five Key Buying Decisions – and always makes them in the same order, whether consciously or not.
First the customer decides whether to “buy” the salesperson. Then the salesperson’s company. Then the product. Then the price. Then the time to buy.
Sales calls are far more likely to succeed when they progress in that natural order. First salespeople need to sell themselves, then sell their company, and so on. The question of price should not arise until the customer has made the previous buying decisions in the salesperson’s favor.
Yet even salespeople who know this can feel forced into discussing price too soon. Training can help enormously. But if the problem lies in your company’s recommended sales process, this needs to be changed first.
Is it your company’s recommended sales process…?
About Duane Sparks
Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).
Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).