A Guide to Professional Sales

I.  Self Evaluation.

a.  Do you enjoy what you do?
b.  Five Pillars of Happy Life.
c.  Your goals?

II.  You are filling a need

a.  For a product
b.  For a service

III.  Educate yourself

a.  About your company
b.  About your industry
c.  About your specific products and services
d.  Remember, this is an ongoing process

IV.  Planning and Execution

a.  Plan your work and work your plan
b.  How to recover from disappointments and failures
c.  What is the second best word you can hear?

V.  Prospecting

a.  What is the object of prospecting?

      • Obtaining an appointment
      • Perhaps a small degree of qualifying

    b.  Who is a qualified prospect?
    c.  How to qualify.
    d.  How to obtain prospects.

    • Advertising
    • Personal referrals
    • Cold calling (telephone, in person)
    • Impending events
        1. Mergers and acquisitions
        2. New businesses
        3. Personnel changes in businesses
        4. Physical reasons (fires, automobile wrecks, relocations, etc.)

      e. Prior to appointment: research the prospect’s industry, company, personnel, etc.  Obtain industry references, acquaintances, etc.

VI.  Appointment

    • a.  What is the object of the appointment?
    • b.  Arrive early; observe actions of office personnel (specific industries)
    • c.  Purpose:Inform: (approximately 20% of the meeting time)

i.  Inform about yourself  (character, history and background; why you chose this company, etc.)
ii.  Inform about your company, its products, and services
iii.  Inform that all communications will be confidential (specific industries)
iv.  Ask for questions and comments about the above.
v.  Your goal is to insure that the prospect knows that:

(1)You are a good person; you will never use your knowledge and recommendations for your own benefit and not theirs.
(2)You and your company support team are experts in your industry; your recommendations will be based on that knowledge.
(3)Your company can, and will, do what you say it will.

When you have met those goals, your prospect will consider you an expert consultant and he or she will most probably do business with you.  You will work with him, to the extent allowable and desired, as an unpaid consultant in his purchasing process, whether he does business with your or someone else.

    • d.  Learn: (approximately 80% of meeting time)
      i.  Prospect’s perceived needs
      ii.  Prospect’s goals to accomplish
      iii.  Suggest possible products, services, or features to fulfill needs about which the prospect may be unaware.
      iv.  Prospect’s buying process and personnel involved.
      v.  Establish a project timeline.
      vi.  Set future appointments, knowing who will be in the meeting(s) and what they do. (specific industries).
      vii.  Survey the prospect’s entire scope of operation to find needs other than those presented by the prospect.
      viii.  Investigate with site visits, outside research, etc.

VII. Presentation

a.  Summarize who you are, your company information, company mission statement, etc.
b.  Present recommendations and options.
c.  Follow the purchasing plan to obtain a date for contract execution. (It may be at this meeting).

VIII.  Contracting 

a.  Document execution
b.  Preparation and gathering of detailed information for installation, delivery, or contract implementation.

IX.  Installation or Delivery

a.  Training
b.  Fine tuning last minute details, etc.

X. Ongoing Service

a.  Maintain an ongoing service and relationship. Be respected friends.
b.  Ask for referrals.

XI.  Other items, questions, comments, and suggestions.



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