Addressing Needs

The process of selling requires careful planning and management.

Selling isn't a moment of inspiration; it is not about force of argument or the strength of your personality. It is a process. the process is fairly easy to understand, but -- as you'll see -- hard to do. The techniques in this series are centered around a process called needs-based selling, so let's examine its principles and set the scene.

The process of selling requires careful planning and management. Beginning a relationship with a new client is the first phase of the process: you can't just walk into a customer's office and kick off a sales meeting -- it needs careful staging, and both you and your customers need to be prepared.

Next, you start the most important part of the sales process -- determining the customer's needs. During this phase, you ask the key questions, listen to what the customer has to say, identify both the obvious and less obvious needs, enter into a meaningful dialogue, and review what you have learned. Needs determination drives everything in selling, and it is only once you have listened to your customer that you move on to the phase of the process that most salespeople enjoy the most: presenting their products and services. This is when you get to explain how you and your company can address your customer's needs. You know your products and services inside-out, and your customers want to hear how you can help them.

Once you have determined the needs and made recommendations, it is time to think about gaining commitment. But something almost always gets in the way -- and you face resistance to commit. The customer needs to be allowed to object -- even when they seem ready to buy -- and you must resolve the client's objections if you are to close the sale.

ACTION POINT: Understand the key steps in the selling process.