218: The Seven Bridges Of Sales

<p>There is a process to sales.  Amazingly, most salespeople don’t know what it is.  They are either ignorant, because they haven’t been trained or arrogant, arguing they won’t be entangled by any formulistic wrangling.  They say they follow their muse and let the sales conversation go where it may, because they are “spontaneous” creatures, residing in the “here and now”.  Both answers are rubbish.  There are professional salespeople and there are dilettantes. Let’s be professionals and master the sales process.  We are going to go deeper into the sales process and look at some of the inner workings. Gluing the whole process together are seven bridges to move us through the sales continuum.</p> <p> </p> <p>Bridge number one is the move from casual chit chat at the beginning of the sales meeting to a business discussion with the buyer.  When is the best time to make that move and what do you say?  The opening conversation will flow to and fro, as various small talk questions are answered and everyone becomes comfortable with each other.  Let the buyer finish their point.  Pause to make sure they have actually finished and are not about to expand their point.  Then we simply say, “thank you for your time today”.  This signals, now is the time to get into the sales conversation proper.</p> <p> </p> <p>Bridge number two comes after we have explained our agenda and after checking if they have any extra points, we start to move through the points we have chosen.  The agenda gives the sales call structure and helps to control where the conversation will go.  We must ask the buyer if they have any points of their own. This is important because it gives them control over what we will discuss and that makes them feel better about owning our agenda.</p> <p> </p> <p>Bridge number three is when we ask for permission to ask questions.  We have outlined the agenda and now it is time to get down into the murky depths of their business.  Never forget we are “blowins” off the street, the great unwashed. They are about to be asked