16 Step Sales Process

Keep Advancing the ProspectToward a SaleFrom The Accidental SalespersonBy Chris Lytle

Ten Most Wanted List You can’t close everybody at the

same time. Only some prospects will buy. Keep a list of the top 10 prospects. Each relationship moves at different

pace, so the pipeline is always full. Interim goals: Move through the

process.

16 Step Process Think about movement of prospects

through the 16 steps. How many steps/week? What % move from each step?

Advancing ratios. Work on:

Increasing # steps Increasing % who move from each step

16 Steps

1) Identify Prospect2) Identify the Decision Maker3) Seed4) Seed5) Send a Letter6) Dial the Phone7) Contact Decision Maker8) Book First Appointment

16 Steps (continued)

9) Confirm the First Appointment10) Complete 1st Appointment11) Book Customer Needs Analysis12) Complete Customer Needs Analysis13) Book the Proposal14) Write the Proposal15) Make the Proposal16) Confirm the Order (Close)

16 Steps as a Tool Can spot bottlenecks, failure points.

Need for coaching or training Can track progress on multiple

prospects. Track dates: create sense of urgency

to reach next level. Keep on track.

Step 1 Identify a prospect, some company

that you want to approach. This firm might look like other

customers you currently have. They might be doing business with

your competition. You may have met an employee on

the plane.

Step 2 Get a name and number. Get this information from:

Web Site Annual Report Professional Association Receptionist

The point is to identify somebody to contact.

Step 3 Seeding: Just like planting seeds.

The more you plant, the more likely you achieve success.

Newspaper clippings, Internet sites, magazine articles, etc.

Mail them, fax them, email them. Best to include business card or use

corporate cover form.

Step 4 (Optional) Over-seeding More of the same; a few days later. The idea is to position yourself as a

source of industry knowledge. At the very least, you show that you

know something about the prospect’s industry & that their business is important enough for you to do something extra.

Step 5 Send a Letter. A few days after the last seed. Step 5a: Schedule the call.

Book it on your calendar. It prepares the prospect for your call You make a promise and keep it. Same with non-decision meeting.

Step 6 Dial the phone

You stated in letter that you would call on a certain day. DO IT!

Can say to secretary: “I promised that I would call this morning.”

Keep calling until you reach decision maker

Step 7 Make contact with decision maker. May have to call multiple times. Remember, you are trying to get an

appointment. “This is (). You have a letter from me, and

I’ve sent you articles. When is a convenient time for us to get together for a 25 minute, non-decision-making meeting? Would a week from tomorrow work for you, say at 9:20?”

Step 8

Book first appointment KEY: Ask for appointment next

week. You show you are booked in

advance, i.e. successful. You need the face-to-face meeting.

You can’t do it as well by phone.

Step 9

Confirm the appointment. Postcard, fax, email. Helps make an impression before the

first meeting.

Step 10 Complete first appointment Sell your process Discuss the ground rules before

getting into “the game” Tell prospect how you work Take mystery out Frame issues Gain credibility

Step 11

Book Customer Needs Analysis By controlling meeting and framing

the issues, you get an opportunity to find out more about the prospect.

Either do here and now, or schedule a follow-up meeting to gather data for a proposal.

You are trying to get 2 more meetings.

Step 12 Complete Customer Needs Analysis First sell prospect on the benefits of

answering questions. Consultative Selling Top Performers ask better questions Customize solutions for customer’s

benefit; not just to make a sale LISTEN

Step 13 Book the proposal Forces you to write the proposal. You now have a deadline. Be sure to have this appointment

before you leave the needs analysis. Proposal meeting is where you make

your money.

Step 14 Write the Proposal

Use a template (p. 145)

Use Level 2, 3, & 4 pages

Step 15 Make the proposal Infomercial format

Set out the problem Explain the solution Demonstrate how your product best

provides the solution Story telling adds credibility Sell complete system

Step 16 Close Confirm the Order aka “order acquisition”

Axiom: You don’t have to trick people into doing business with you.

Corollary: Never use a closing line from any book, tape, or seminar,