The 5 Steps (of the Sales Process) that lead to INQUIRY in Client Selection
Most companies, most salespeople fail to take control of the sales cycle. They are so focused on ‘telling’ or presenting their message, they fail to establish value during the sales process. One cannot skip steps in this process. Skipping steps most often lengthens the sales cycle or results in losing the sale. And one can lose the sale from the onset of the sales process because he/she presents a solution before the prospect identifies their issues. It is not unusual for the prospect to identify symptoms but does not fully understand the problem. Only through Inquiry can one help the prospect truly identify the core issue(s) that need to be addressed and resolved.
[Inquiry is an approach to learning that involves a process of exploring the natural or material world, and that leads to asking questions, making discoveries, and testing those discoveries in the search for new understanding.]
It is important that the seller presents his/her process to the prospect. This methodology is the process we use to select our clients.
Step One – Introduction Meeting
This step is much more than introductions. It is an opportunity to ask questions. As the prospect lays out their perspective of the ‘issues,’ the sales resource starts the true inquiry. How does this impact your business?
Step Two – Discovery
During this step, the two parties delve into the issues. Again, the sales resource uses inquiry to move the discussion forward. It is also a time for the sales resource to start the process of instituting value as an authority and someone who is genuinely interested in the prospect’s issues.
Step Three – Whiteboarding
While every step in the process is critical, this step differentiates the seller from his/her competition. The sales resource ‘whiteboards’ the issues identified during the first two stages and lays out the methodology to address and resolve these issues. This discussion should be interactive and dynamic. It is a collaboration between the two parties. This step is only completed when both parties are in agreement about the issues and methodology to address and resolve them.
Step Four – The Proposal
The proposal begins with a detailed summary of how the parties got to this step. It identifies the issues from the whiteboarding session and the methodology to address and resolve these issues – upon which there was agreement. It then lays out the investment by the prospect, timetable, terms, and mutual responsibilities.
Step Five – The Implementation
This implementation follows the timetable, terms, and responsibilities identified in the proposal.
