THE SALES CYCLE – PART 4
Invisible and visible elements in sales
I have never seen it clearly written before in any sales text, that everything you say or do, every action you take or don’t take in the sales cycle has a consequence.
it moves the process forward . . . or moves it backwards. There is never a no-consequence of anything that goes on during the process. Before, during and after the selling procedure, your words, actions, in-actions, manner, attitude, body language . . . everything that is visible and invisible to the client can affect the outcome of the selling procedure.
Invisible elements that enter into the sale are made up of things like honesty, sincerity, character, respect, affinity, knowledge, confidence, and experience are a few of the more important positive ones to any customer. Also important are the visible elements that enter into the equation, such as, being on time, physical appearance, cleanliness, manner of shaking hands, handling the introductions, professional looking presentation materials, starting and controlling the meeting, handling questions, bringing it smoothly to a close, getting the next meeting set up or closing the deal right then, follow-up as necessary and much more.
Invisible elements that enter into the sale are made up of things like honesty, sincerity, character, respect, affinity, knowledge, confidence, and experience are a few of the more important positive ones to any customer. Also important are the visible elements that enter into the equation, such as, being on time, physical appearance, cleanliness, manner of shaking hands, handling the introductions, professional looking presentation materials, starting and controlling the meeting, handling questions, bringing it smoothly to a close, getting the next meeting set up or closing the deal right then, follow-up as necessary and much more.
But even the positive, visible factors will be doubted if the invisible elements are not present first. Both the visible and invisible factors must be in sync and recognized as vital to the success of any sales process.
These factors are perceived by the customer consciously or unconsciously and can have an enormous effect on the outcome, for they all add up to creating the one thing that is vital to any sale. Knowing and using this tool will provide more focus and consistency in your sales than you would ever have imagined.
The bond of trust between you and the customer is far, far more important than any other influencing factor whatsoever.
The client is buying from YOU, not from your company. They are willing to go ahead with the deal because you say it can be done not just because it is stated in the company brochure. They will trust you first and the company second – it’s always been this way and always will be this way.
These factors are perceived by the customer consciously or unconsciously and can have an enormous effect on the outcome, for they all add up to creating the one thing that is vital to any sale. Knowing and using this tool will provide more focus and consistency in your sales than you would ever have imagined.
The bond of trust between you and the customer is far, far more important than any other influencing factor whatsoever.
The client is buying from YOU, not from your company. They are willing to go ahead with the deal because you say it can be done not just because it is stated in the company brochure. They will trust you first and the company second – it’s always been this way and always will be this way.
An organization can do the marketing and promotion but it up to the salesman/woman to contact, handle, enlighten and close the client. And that is accomplished by building a bond of trust between you and them and no other significant factor. Period!
If there are inconsistencies in the visible and invisible elements about you or your products or services, they will have doubts about trusting you = no sale. Any doubt or maybe stemming from the customer or client is always traceable back to their trust in you. If this bond of trust is firmly established and strengthened, all the other factors, invisible or visible, will combine to add up to them trusting you. And now, you’ll close far more deals with less effort.
Sell yourself first and your product or service second.
As a professional, if you have the knowledge and experience of every aspect of the sales cycle and a high degree of willingness to control all the elements involved, starting with the bond of trust, you’ll find yourself able to take a high degree of responsibility for the outcome; for you are the one who is causing the sale to take place for the benefit of everyone involved.
Put all these parts together and you’ll discover you can almost predict how any sale is going to turn out, resulting in a dramatic increase in your capability, confidence and competence in the area. And of course, all these things feed on themselves as success tends to breed success.
If there are inconsistencies in the visible and invisible elements about you or your products or services, they will have doubts about trusting you = no sale. Any doubt or maybe stemming from the customer or client is always traceable back to their trust in you. If this bond of trust is firmly established and strengthened, all the other factors, invisible or visible, will combine to add up to them trusting you. And now, you’ll close far more deals with less effort.
Sell yourself first and your product or service second.
As a professional, if you have the knowledge and experience of every aspect of the sales cycle and a high degree of willingness to control all the elements involved, starting with the bond of trust, you’ll find yourself able to take a high degree of responsibility for the outcome; for you are the one who is causing the sale to take place for the benefit of everyone involved.
Put all these parts together and you’ll discover you can almost predict how any sale is going to turn out, resulting in a dramatic increase in your capability, confidence and competence in the area. And of course, all these things feed on themselves as success tends to breed success.
Next, in part five in this series, we’ll will focus on the subject of purposes of the salesperson, one of the single most important and most commonly overlooked element in any sales procedure.
daniel w. jacobs
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