Do you think every sales situation is the different? Do you worry about how to handle next sales situation?
If this question troubles even you, then be with me till the end of this article.
My name is Rakesh Sharma and I support business owners and salespeople to grow their business and maximize their profits.
Today I am going to share the deepest secrets of sales. If you follow these secrets in your sales process you will be able to successfully sell in all selling situation. This is my promise to you. So, catch hold of your pen and writing pad and keep taking notes time to time.
In the sales process you may be selling what ever product and whosoever may be your prospect, but these four elements remain constantly common. Therefore, I say that all sales situations are similar. So if you assume that all four sales situations are similar than handling the next sales situation shall become easy.
When I say that every sales situations are the same, what I mean is that despite all the individual needs, objections, values, pain points—despite all that stuff, the same four key elements must still line up in any prospect’s mind before you ask for the order.
And it doesn’t matter what you’re selling or how you’re selling it; how much it costs or how much money the prospect has; and whether it’s tangible or intangible, over the phone or in person. If in a single moment in time, you can take control over these four crucial elements in a prospect’s mind, then you have got an excellent opportunity for closing. Conversely, if even one of them is missing, you have basically no chance at all.
I call these four elements the Four Absolute Certainties. Let me explain you what is being said here. On a subjective rate scale of 1 to 10 if a prospect rates you at 1 then we can say that prospect is on a level of absolute uncertainty. On contrary if he is on a level of 10 then he is in a situation of absolute certainty. For creating the order closing situation, you need to move your prospect from 1 to the level of 10 in all the four elements. If you can do so your prospect shall be remarkably close to offering you the order.
Lets discuss these four Absolute Certainties one by one.
The first Absolute Certainty is the prospect’s Need. Yes, you may be wondering, if the customer does not have a need for the product then why would he even speak to you. But this is reality that lots of prospects are not sure whether they actually need the product or not. They are not very confident if they really need the product which you are selling. They are not sure whether they need it now or later. In this situation if they are not able to rate you with an absolute 10 on a scale of 1 to 10 you can conclude that they are not sure of their need. Under such situation the sale is not going to take place.
So as a salesperson it is your duty to create such a situation so that prospect actually understand that the need exists, the need to be fulfilled now, and need shall be fulfilled by a product like what you are selling. For this you need to discuss about his pain, what problem are leading to that need, what is missing when that need is not getting fulfilled. You as salesperson not only talk about the need but also agitate his need. The prospect must be able to say with absolute certainty that yes, the need exists and it exists right now.
The second Absolute Certainty is your Product/ service or concept. What ever you may be selling, a tangible or non-tangible your prospect must be able to rate you 10 out of 10 before he really decides about buying your product. Your prospect must be able to appreciate that your will be able to fulfil his needs fully. If the prospect is somewhere in the middle of the scale at 5 that means that he is not fully sure whether he should buy the product or he should reject the product.
Here your responsibility as a salesperson is to help the prospect decide that your product fully matches his requirements. For this you must talk about the features and benefits of the product which are matching the customer’s requirements. If you are not able to do so, then chances of getting an order are negligible in this situation. Here a special care must be taken by the salesperson that even if your product is very strong still you must pay special emphasis in matching the customer needs with specific features and benefits of your products. You may like to explain all the features of products. But you must emphasize upon the specific features which are matching your prospects needs. The prospect may not be able to decide about buying the product on his own, he may be still sitting on the fence. It is your responsibility to bring the prospect on the buying side.
The third Absolute Certainty is “You”. You might have given a very good presentation and you must have explained the need vs features very well but if your prospect does not have full trust on you he may still not to give you the order. In sales situation every small thing matters. Your credibility as a salesperson must be very high. Small things like reaching on time for the appointment, sending information to the prospect on the said time does matter. If your prospect does not trust you there is not chance that the he will buy from you.
The prospect already has lots of mis concepts about the salesperson. He knows that you are with him for your commission. He already has had many bad experiences from salesperson in past. He does not trust you. He does not trust the sales community. So, make sure that you do everything to win his trust. He must be able to rate you absolute 10 on the trust scale. If he rates you anything lower then chances of getting order shall be accordingly less.
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The fourth Absolute Certainty is the Trust on the company: There are many situations when the product is good, and salesperson is also good but the company behind the product does not have a good reputation. They do not have a reputation of being customer friendly. If the brand is not well known the prospect will be apprehensive. If the brand is well known and has good reputation at the marketplace then prospect believe that the product shall be good, and company would have trustworthy products.
So, before you ask for the order you must talk positive about the company’s reputation and USP. You must be able reemphasize on the strengths of the company and create a good image about the company. On this element as well, your prospect must be able to rate you absolute 10 before you really ask for closing the order from the prospect.
So next time you meet a prospect make sure you can take the prospect’s trust on absolute 10 on these four absolute Certainties. Only then you will be able to create the right situation for closing the order.
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