In the sequential order of events to make sales possible, you must ensure that the process of how the sale actually happens is placed firmly in your mind.
To review from parts one through four:
Pre-approach or brand image
Approach or initial contact
Rapport or trust building
Information gathering or needs assessment
Presentation or outlining preference
Asking for sale or closing.
Now that your selling template is nearing completion, you should be thinking about the closing moment or putting all the small agreements along the way to completing the financial transaction in order.
This can be done by making a presentation showing your company as the natural entity for solving the problems you and the prospect have agreed upon along the entire selling process.
The entire process is designed to bring the prospect to this presentation of ideas, which were gleaned from the rapport building and information gathering steps.
You have reached the time where all the hard work, brand building and trust building are going to now be lined up in review to allow the prospect to make the choice to use your company — or go the way of the wind.
The presentation should review all the elements of the information gathering phase to outline the problem/solution ideas discussed in the needs assessment.
Bringing all of the prospect''s needs to the forefront of the presentation gives them the logical steps to build on the idea that "of course your company is the right selection."
The presentation is the culmination of the "show" — the concert, play or Broadway production in which you have been patiently waiting to star.
It is the reason you were building up expectations to this point: To wow them with your simple, reasonable and well-analyzed solutions to every problem the prospect brought to your attention.
With that thought in mind, you can now really see why the process has to be in order — without skipping any steps and making sure that each step along the way was a building block to the next area.
For example, take the idea of a sporting event or concert.
The real excitement for the fan is the buildup of expectations for the event, not the actual event itself.
In many instances, the actual event does not live up to the hype.
That is where you need to deliver the professional equivalent of a great personal experience.
The difference maker in the presentation is passion; show your passion for the industry in which you have chosen to make your living.
When given a choice between choosing someone that just muddles through canned lines to get a sale or a passionate sales professional that can cause you to become excited, the passionate individual will be chosen every time.
This is exactly the way your prospect views your sales efforts.
This almost final stage is designed to get you to the next step, which is closing the financial transaction.
Your presentation is the culmination of all your efforts up to this point.
Don''t lose them on the final stretch.
Bring all the joy, passion and enthusiasm you can.
And, most importantly — if for no other reason than to ensure you are not missing any crucial talking points — practice, practice, practice.
If you are looking for different ideas to foster these types of relationships with customers, contact Dane Gregory, a business consultant and trainer specializing in working with companies in the professional cleaning industry. Gregory currently trains technicians in the use of cleaning protocols for stone, tile and masonry surfaces for IICRC certification. He also presents a consulting program for industry veterans as well as newcomers in the cleaning industry to help their company''s reach the next level of success. He can be reached at firstname.lastname@example.org.