THE SALES CYCLE: PART TWO
Basic Selling
To begin, we need to agree on a couple of basic concepts for the activity we’re involved in. Conceptually, a “practical definition” of selling must include these two parts:
a) Selling is a human activity consisting of a series of steps taken in a logical sequence, designed to facilitate the smooth and willing exchange of something of value for something that is wanted or needed.
b) It is also a method of accomplishing this exchange to enhance the purposes of the individuals involved for their individual and mutual benefit by the use of effective communication.
Per this definition, it becomes obvious that any sales event that deteriorates into forcing the customer, by arm-twisting, hard-sell domination or intimidation, to get them to buy from you, does not fit the definition of selling as above and will not give anyone a satisfactory result.
Technically, selling a process by which you cause a series of actions to occur. Beginning with locating, contacting and qualifying a prospect, continuing with orienting them to your solution, ultimately bringing them to an understanding of how they would benefit by using your product or service and ending with the close of a transaction wherein money or its equivalent is received in fair exchange for services, goods or property; all while maintaining a pleasant, professional relationship with the customer.
It should be apparent that selling is not a static, motionless activity. It involves action and interaction; it means causing things to happen proactively, not just waiting for something to come to you; it includes actively contacting and engaging another person with communication to discover what they need and want that you can provide or help them achieve so that the bulb of enlightenment goes off in their heads. Which is the time when they will be the most likely to move ahead to close the deal.
The “sales cycle,” is simply the term I have coined to describe the complete process of the sale, from the very beginning through the middle stages and on to the close; and once it has been completed, the “cycle” starts all over again at the beginning, just like pedaling a bicycle. This is really what “basic selling” is all about and it’s just about as easy as riding a bike once you get the hang of it.
It is important to note that each one of the steps in the sales cycle must be fully completed before moving on to the next. Just like climbing a set of stairs; you cannot take a fifth step before you take the fourth. You just take them one at a time and fully, comfortably complete the one you’re on before moving on to the next one. Each of these targets have a defined purpose, as well as a beginning, middle and an ending. An understanding of each step combined with a working knowledge of how to apply each one will enable any salesperson to estimate where he/she is in the overall cycle and adjust accordingly.
Next, in part three, we’ll look at the “Six Steps” leading to any successful sale.
daniel w. jacobs
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