Which would be bad.
Do you agree?
Which is why I wanted to share with you the 4 selling steps that every small business owner not only needs to follow, but better follow.
Sound good to you?
So why should you keep reading the rest of this blog post?
Not only are we going to discuss the 4 selling steps, but these 4 selling steps will help you close millions of dollars in business.
How do I know that?
I’ve personally used these 4 selling steps to close millions of dollars in business.
So, stick around for a little bit and read what’s about to go down.
Also, here is a video on sales motivation that’ll get your juices flowing.
Let’s add some statistical data to our discussion. Statistics are important. Numbers don’t lie.
Here are some need to know sales statistics you should read and absorb before we get into the meat and potatoes of the 4 selling steps.
- 84% of B2B decision makers begin their buying process with a referral. (Source: Sales Benchmark Index)
A referral can also be referred to as word of mouth. Word of mouth delivers the best return-on-investment of any marketing strategy on the planet. hands down.
I wrote a blog post on word of mouth a short time ago. Take a quick second and go check it out.
- A warm referral increases the odds of a sales success 2 to 4 times. (Source: DemandGen)
Why is that? That person is ready to buy. You just need to close the deal. It’s as simple as that.
- 77% of B2B buyers said they did not talk with a salesperson until after they had performed independent research. (Source: CEB)
All this really means is that your prospect will do their homework before engaging you in conversation. Which is a really good thing on your end. All you need to do now is answer any final questions and then one more thing.
Don’t mess it up! As that prospect is ready to buy your product/service.
- On average decision makers consume 5 pieces of content before being ready to speak to a sales rep. (Source: CMO)
Your prospects will come to your website or blog and read all about your product/service to get an idea of you, your company and what you have to offer them.
Further, if you have a blog it will give them a chance to see if you know your stuff and if you can actually help them.
If you don’t have a blog I would highly recommend you start one.
A blog is the best online marketing tool on the planet. I wrote an in-depth blog post a while back on this topic and why it will help your customer acquisition efforts. Stop reading this and go read that. As long as you promise to come right back.
How are we doing?
Still with me?
Now here is what you’ve been waiting for.
4 selling steps you absolutely, positively need to know and follow as a small business owner.
Opening or Benefit Statement
You have to have an opening or a benefit statement that will keep your prospect engaged while you’re speaking with them.
What do you mean by that?
Working with businesses like yours I can increase your customer acquisition rate by 25%.
That’s an opening or benefit statement that will get your attention.
Do I have your attention?
I bet I do.
Now, I would caution you not to say something outlandish as a means to simply get your prospects attention.
I have worked with a business just like yours and I was able to increase their customer acquisition rate by 200%.
That is a little far fetched.
Don’t you think?
Yeah, I would definitely say so.
Don’t make your opening statement outlandish. Be truthful, but do your best to get their undivided attention in the time that you have.
Do you follow?
Sweet Georgia brown!
Probing (Which is asking questions to find out information)
This is the most critical of the 4 selling steps. Hands down.
This is where you find out what problems your prospect is having and see if your product/service will be able to solve that problem for them.
There are two types of questions you need to be asking.
- Open-ended questions
- Closed-ended questions
What do you mean?
Open-ended questions are questions where you’re looking for more than just a yes or no answer.
Tell me about your customer acquisition process?
This is an example of an open-ended question. Reason being is it encourages your prospect to walk you through what his customer acquisition process is.
Typically, you get to find out more information about your prospect’s business this way, not just their customer acquisition process.
What is your job after you ask an open-ended question to your prospect?
Sit there. Shut up and listen. Do not interrupt them when they’re talking. let them finish.
They’re going to tell you everything you need to know in regards to their problems and whether or not you’ll be able to solve them.
Are you picking up what I am putting down?
You also need to ask closed-ended questions as well.
A closed-ended question elicits a yes or no answer.
Is your customer acquisition process work?
[tweet_box design=”default” float=”none”]When asking questions you need to use both open-ended and closed-ended questions.[/tweet_box]
Support (Show how your product/service will solve their problem)
After asking both open-ended and closed-ended questions in step 2 you now have to show your prospect how your product/service is going to solve that problem.
This is either done with:
- Statistical data of how your product/service will help your prospect.
- Customer testimonials.
- References to other customers who’re in a similar business.
It’s as simple as that. Just show how you’re going to meet your prospect’s needs with your product/service.
And now we’re down to the fourth and final step of the 4 selling steps.
If you’ve done all of the prior steps (steps 1 – 3) correctly, then this step will be the easiest.
Actually closing should be the easiest step of the whole entire process.
All you need to do is take or place the order.
More often than not your prospect has already taken their credit card out of their wallet as you get to this step.
If you have to twist your prospect’s arm when you get here you’ve either:
- Not asked enough questions – open or closed.
- You did not sufficiently explain how your product/service is going to solve their problem.
- You actually cannot solve their problem. And this will happen more often than not.
So, there you have it.
4 selling steps every small business owner needs to follow.
Do you have a customer acquisition process in place for your business?
Is that process working?
Is that process efficient?
Is that process cost-effective for your business?
If you could improve that process would you?
Do you need help in figuring out which parts of your process should stay or go?
If you’re answering “Yes” to all of these questions then my hats off to you. Business must be awesome!
Otherwise you and I should talk. Let’s see how I can get you to where you want to be.