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From a big-picture perspective, the selling process can be
divided into two broad phases --- the Qualifying Phase and the
Closing Phase.
During the Qualifying Phase,
the salesperson gathers information about the prospect’s
needs, concerns, and goals in order to determine if his or her
product or service is a good fit.
During the Closing Phase,
the salesperson’s objective is to obtain a buying decision
by presenting the product or service and connecting the relevant
aspect of it to the prospect’s requirements.
Elements of the Qualifying
Phase include:
- Discover
what prospects want and why they want it
- Uncover the
“rules” for doing business
- Identify the
prospect’s available resources to acquire product/service
- Identify
criteria by which product/service will be judged
Elements of the Closing Phase
include:
- Deal with
any last-minute changes
- Present
product/service to prospect
- Demonstrate
how product/service addresses prospect’s wants and needs
- Explain how
prospect’s expectations will be met; answer questions
Doing a less than thorough job in
the Qualifying Phase will certainly create roadblocks ---
stalls, objections, put-offs, and delays --- in the Closing
Phase.
You may be able to “handle” the
roadblock --- like treating the symptom of an illness --- and
obtain some temporary relief, but the underlying problem will
still remain. So, make sure you’re working on the right end of
the problem --- its origin. Do a thorough job of qualifying the
opportunity and most of your closing problems will disappear.
© Sandler Systems, Inc. All rights reserved.
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