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Back
to Basics: How to Spawn Sales Pros
by Zig Ziglar
The most
successful sales professionals not only learn and apply fundamentals,
but continue to maintain the attitude of the beginner. The
selling pro who gets to-and stays-at the top of the profession
is an "experienced rookie." He or she approaches sales as
an ongoing learning experience. Today's successful persuader
must also have a specific plan of action. Here's a planned
selling process summed up in a simple four-step formula:
1.
Need analysis. Customer-driven (wants) and need-oriented
(needs) selling begins with the sales professional doing a
need analysis. Even if the prospects are coming to you and
asking for your product or service, they may not have properly
identified what they are looking for. In need analysis, the
goal is to x-ray the prospect. The salesperson develops the
skill to look within customers and find their needs.
2.
Need awareness. Assess need by asking questions that cause
both you and your prospects to understand their needs and
wants. Often salespeople are so intent on making the sale
that they stop thinking — they think about the results
they want to the detriment of the process they must go through
to achieve those results.
3.
Need solution. In this step, you present your product
or service. Here, you stop asking questions and begin presenting
solutions to customers' needs. You never lead with product;
you lead with need. Don't waste your time and the prospects'
time telling them what the product is. Tell them what it can
do and why it will do it for them.
4.
Need satisfaction. If you believe in your product or service;
if you want the prospect to benefit; if you want to benefit
financially from your hard work and effort; then you must
remember: Always ask for the order! As obvious as this may
seem, we sometimes freeze up, burn out, or just "blow it"
when the time for the close is near. Inevitably, those that
slump get away from the basics.
Zig
Ziglar is CEO of the Zig Ziglar Corp. and author of nine best-sellers,
including Ziglar on Selling and Success for Dummies.
Copyright
© 2000 Executive Excellence Publishing
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