Selling: A 4-Step Guide.
Selling: A 4-Step Guide.
Written by Eddie Anderson on 10th September, 2018
Once you select the product or service you plan on selling, you have segmented the market. The moment you add a series of features to the product in the hope of adding value, you segment the market even further with every feature you add. 

Even adding a price to your product or service segments the market. The assumption that your market actually wants these features is a poor decision at best and will result in many hard sells and unsuccessful transactions. Let me explain why.

Do customers, clients or patients really buy into something? For example, do they buy into your discounts or buy into your services? No, of course they don’t. They have a problem and they want to buy their way out of it. Example: when you go to the doctor for a consultation, are you buying into sickness? 

No, you are buying your way out of sickness towards health. This analogy is used a lot in marketing. And the fundamental principle behind the mindset can completely change the way you market, sell and close a deal. This simple mindset switch to emotional selling and understanding customer motives will amplify your ability to produce high conversion rates.

Let’s be clear though, I do not mean sabotage your business values and morals by triggering emotional responses in consumers to purchase something they don’t need nor want. In the current age or evolution of marketing and sales, your consumer is more aware when making a purchase decision than you anticipate. 

I guarantee your consumer will NOT purchase if they don’t see value, regardless of whether you triggered an emotional response. The current evolution of marketing and sales is strictly based on relationship marketing and selling. A trust-based view on education and transactions. 

Build trust, identify the customer’s pain points, provide a solution which aligns with their values and destination, attract, sell, and finally, close the deal. This must be achieved to produce a sale. The customer must trust you before they buy from you.

Trust based marketing and selling has taken a lot of businesses along time to understand and commit to. Gone are the days of product-based selling, where we aim to push numerous deals out to consumers in hopes they will make a purchase. 

Sure, this type of selling still has some weight in some industries or product types, but I guarantee your ability to produce sales numbers using a product-based selling techniques are gone. Your consumer is very aware of what a sales pipeline is, and very skeptical of you and your business. Hence relationships and trust-based selling.

The fine art of selling can be broken down into a 4-step guide:

1. Define the raw product without any features (marketing the deal),

2. Define a series of questions to determine the needs/wants/desires/emotional benefits for your prospects (marketing the deal),

3. A firm knowledge on how to price the addon features based on value/impact (selling the deal),

4.Tactics to deliver how your prospect will benefit emotionally and tangibly from buying your product as a way out of their problem (closing the deal).

Prospects typically buy based on emotion. Once the emotions are elevated, logical rationalisation occurs inside your brain and is based on the new desire and fed from the emotion. Point 4 is really about defining the problems your products and services solve, getting to know your customer’s obstructions –every time they ask a question they have a problem they need to overcome – along with their current problem(s); what are they trying to move away from by making this purchase?
Identifying this process and delving deep into your customer’s purchasing cycle will significantly transform your ability to market effectively and sell effectively.

The fundamentals to really make an impact in your business lies within the 4 points above. Attracting a lead to your business through marketing efforts, selling to the lead through sales tactics, and finally, closing the deal through superior closing strategies. Always know your target audience better than they know themselves. 

And always be fluid in your ability to overcome customer objections. In fact, know every single objection the customer is likely to have and get to know them incredibly fluently, so the customer simply cannot overcome you through objections.

It is vital for you to sell and close deals. Your business will not thrive if your ability to sell and close is dysfunctional.

Role playing is a powerful method of removing the grey areas from selling and closing. It places you in the firing range and let’s you deal with objections first hand before you begin selling. Your ability to swiftly handle objections and isolate core purchasing problems during the sale cycle is critical. 

This particular point on the sale cycle timeline makes or breaks you as a business owner, and as a business. Become a KING at selling, and become a KING at closing. And when I say KING, I literally mean be on top of your game like a KING or GENERAL should be.
To survive and flourish in the dynamic and conducive work environment, survival of the fittest is the key. 

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Selling; Don't Forget To Close The Deal.

Would you like fries with that? Is that in a large meal? 

Bringing In A Flood Of New Customers.

Once you select the product or service you plan on selling, you have segmented the market.
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