“Nothing happens until something gets sold!” My regular readers have heard this phrase before, and whether or not you agree with the concept, the practical aspect of that application cannot be denied. Furthermore, it's all in the technique.
By definition, everyone has a technique that they utilize when engaging in the selling process. The problem arises when there's no consistency every time in the same situation. Effective technique, however, is a repetitious, practiced skill. It is a learned skill and discipline and like everything relative to the selling process it needs to be practiced in order to be effective.
More importantly, every selling opportunity requires its own unique technique, which is determined by the specific circumstances within the various stages of the selling process. Remember, one of the more philosophical and practical definitions of a sale is, “when preparation meets opportunity.” Preparation begins with a clear understanding and establishment of an effective technique.
What exactly do I mean by “technique?” The word, “technique” is synonymous with “method, strategy or tactic.” In the selling and/or presentation process, it refers to the method(s) employed to accomplish your objective at each segment of the selling process. So again, by definition, everyone engaged in the selling process has his or her own technique. A specific problem arises when a technique is not effective.
The best and most practical exercise to create your selling technique is to take an introspective (that sounds rather ominous) analysis of the selling process for your particular product or service. More specifically, just about every sales process involves various segments, sections and/or activities.
It may start with prospecting; include presentations, prototypes, plans, multiple visits, management approval or other activities before the sale can be closed. Again, every product or service is unique—one size does not fit all. Now, do something that might sound foreign or extreme (but is nevertheless effective) and sit with a pen (pencil is quite acceptable if you can find one) and paper so you can list the step(s) that are specific to you particular circumstances. Not every sales opportunity may require all the steps listed, but being prepared for all possibilities will ensure a successful outcome. Once identified, think of the most effective technique (method or strategy) to maximize the opportunity.
Once you've developed a technique for each aspect of the selling process, have a capable sales manager and/or fellow sales person review your results . As once stated by a well-respected coach, it takes more than practice to get perfect results. Perfect practice makes perfect. This article would be too lengthy for me to specifically articulate the many techniques necessary in selling—some standard and some product or service specific. In the interest of brevity, I'll discuss just a few important ones.
Incorporated in your technique, there should be numerous spots within each aspect of the selling process where you allow for some silence on your part and interaction from the prospect. Invariably, a good sales person is an excellent listener.
You can only be an excellent listener if you allow your prospect opportunities communicate their thoughts. Listening should be a major technique in your selling process. A good technique allows for periodic monitoring of the prospect's involvement and interest.
One coaching method I employ with my students is to have them discuss their technique. Once they've articulated their techniques, I ask if they've ever reduced these thoughts to written lists. Invariably, I'm met with quizzical glances because most people are averse to the written word.
How else can you review something and make constructive changes? It is the norm, and not the exception, for most sales people to ever think of their selling process as it pertains to technique. If you have no technique, or if whatever technique you do have is not effective, your closing ratios will reflect this deficiency.
Selling is a discipline. Selling without the proper technique is usually an unsuccessful exercise. Most sales people do have technique; it just takes identification and fine-tuning to be effective.
