Structuring the sales call

In selling face to face we need to be in control of the Sales Call without dominating the interview and making the other person feel out of control.  In order to achieve this we work to a structure.

Structuring the sales call is important because

  1. It gives us confidence
  2. It gives the other side confidence in us
  3. It provides a reference point should the call move away from the structure
  4. It keeps us in control

The structure we recommend is simple and can be used for any product or service being sold.

The structure is:

  • Open the call
  • Set the Agenda
  • Ask Questions
  • Identify Needs
  • Present the solution
  • Gain commitment

Looking at the structure in more detail.

Open the Call
This should be kept to a realistic timescale.  The purpose is to introduce yourself to the other side and establish rapport before moving into the business part of the call.  Avoid being too familiar at this stage unless you know the customer well.

Set the Agenda
This phase signals to the other side that you are now doing business.  The purpose is to put you in control and establish how the sales interview will be structured.  It also gains you the right to ask questions.  An example of an agenda statement could be:

“Thank you for seeing me today Mr Smith.  As you know, I represent ABC Ltd. At ABC we offer a range of products and services.  In order to identify whether any of our products or services could benefit you and your business I’d like to begin by asking you a few questions.”

Once you have gained the customer’s agreement ask for their input by saying something like:

“Is there anything in particular you would like to discuss at today’s meeting?”  This give the customer confidence in you and the opportunity to contribute to the meeting.  It can also identify specific needs early on in the call.

Ask Questions
Selling is about identifying and then solving problems.  The next stage therefore is to ask questions in order to identify and explore the customer problems.  This will be looked in to further in the next update.

Identify Needs
The process of asking questions will clarify the customer’s problems in his or her mind and give you a clear idea on whether a feature or features of your product could solve those problems.

Present the Solution
Having clarified the customer’s problem present the Features Advantages and Benefits of your own product in such a way that the solution meets the needs of the customer.

Gain Commitment
Having presented a solution that meets the customer’s needs the next phase is to gain commitment for the order or else for some future action that will move you nearer towards the order being placed.  You may well meet with objections at various stages of the sales process.  These, as well as a variety of closing techniques, will be looked at in more detail in future updates.

The next stage is to practice using the sales structure and become familiar with this approach, so that it becomes second nature.

Next time we focus on asking questions.

Loss Recovery Insurance? Want to know more? Click here
www.lorega.com


Close Window