How are you at sales? Do you feel confident on the phone or in person selling your product or services? Do you even consider yourself a sales person? Do you realize that since you own a business you are also in sales? Do you feel all over the place when talking on the phone? Would you say you close more sales than you lose?
Well, you are about to learn one powerful and I mean powerful system for gaining more clients and patients when they call or walk in your door. This system is amazing and you get to get inside the hearts and mind of your potential client or patient in order to really help and guide them to make a good decision for themselves, you will feel fantastic about selling.
When I started using this system I went from failure of the year to top sales person of the year in less then 6 months. It’s that powerful. Done well, this sales process brought me promotions, helped me start my own business and has led me to help other businesses as well.
Grab a pen and paper, because you might want to print this one out and take notes or ask questions in the margins for later. So, here we go.
Step #1: Ask Permission. How do you do this? Well, when the phone first rings or the person first walks through the door, they have a question to ask. Right? They always have a question, how much is, are you out of network, do you allow pets, do you take discounts etc. It all starts with a question and our natural response is to answer it and after you answer it, sometimes it can be hard to then redirect the conversation in a more powerful way.
So, this time I am going to teach you to do something different. I DON’T want you to answer the first question your potential client or patients asks you, instead I want you to say,“I’d be happy to get you that information.” or “I’d love to get you that information.” Now the conversation whether by phone or in person is in your control or better said, now you get to guide the conversation to best help your potential patient or client. Get it! Yep, that’s good stuff and it works great.
From here you want to ask permission to ask a few questions. “Do you mind if I ask you a few questions to better understand your needs?” 9 out of 10 people will say YES and that is fantastic. The odds are in your favor and now you get to guide the conversation with them from start to finish.
Step #2: Build Rapport and Trust. Now that you’ve asked permission to ask questions…a very important part of the process psychologically. From here you want to build that rapport by asking a simple, “how are you”, “how is your day going, are you from around here and of course how did you hear about us.” Something simple like that and then let that lead into some more small rapport building talk. Building trust and rapport is so important especially these days. People only want to open their wallets to people they trust.
So, be friendly, courteous and show them you are eager to connect with your potential patient or client. It makes them feel important and human again.
Step #3: Set an Agenda: Setting an agenda is simple and important. First it puts the potential client or patient at ease and demonstrates that you’ve got this covered and they need not worry about anything. You easily and nicely tell them what is going to happen while you are together, whether on the phone or in person. It may sound like this, “Today I am going to ask you some questions to better understand your needs and goals about social media, from there I will learn more about your business and of course answer any questions you might have as well as see if you are ready to take the next step, now pause, and ask them if there is anything else that is important to them that they’d like to add to the agenda? This step makes them a part of the process too, you’ve also just casually told them that you are going to ask for the sale. This prepares them for that as well as tells them it’s not just you running the show, but they get to feel like they belong and it’s their show as well.
Okay now, that you’ve, asked permission, built rapport and set the agenda it’s time to move on to more serious questions.
Step #4: Asking questions. This is where you are going to ask deeper questions and get a sense of what their dominant buying motive is. It’s very important. We all have one when we are buying. The dominant buying motives are greed or keeping up with the Jones, self-preservation, love of family, variety, growth and certainty. You will learn which buying motive your potential patient or client has after asking these four sets of questions.
There are four sets of questions you will be asking.
a. These are the ‘as is’ or the’ current situation’ questions and they go something like this? Have you ever used a social media manager before? What social channels are you currently active on? Has anyone in your office been assigned to this task? etc. We want to understand their current situation. We want to ask them easy questions they already know the answer to. This puts them at ease, because next we are going to ask a different set of questions that they may not know the answer to.
b. These are the ‘future questions’ and they go something like this? What are your goals with social media marketing? What do you hope to achieve? What are your business goals? Where would you like to see your business in 3-5 years? How do you see social media playing a role in that? Are you willing to do video marketing from your computer?
c. These are the ‘barrier’ questions. This set of questions tells us why they are not getting what they want now. For example, “what is getting in the way of your social media presence to date?” What is stopping you from reaching your business goals? You’ll be amazed at what people will tell you. They will be open and honest with you as long as you have build rapport and continue to build trust along the way.
d. This set of question is the ‘why’. Why do they want what they want. Here you learn a great deal. So, why is it important to you that you have a strong social media presence? Why is it important for you to have 30 new patients per month? There answers may vary from, I have a large family and I want to grow my business in order to make more money or I want to be more competitive in my market, or I know that social media is important therefore I need to get ahead instead of become left behind. You will hear lots of reasons and these answer really help you understand what their true motive is.
Step #5 Now the Recap: Now you want to repeat back what you’ve heard. Psychologically this is a big one. It lets the person know that you’ve truly heard, understand and know what they want/need. Most people do not buy from a company because they do not believe the person understands them enough or can deliver on what it is that they truly need. So, don’t skip the recap. It’s an important one.
Step #6 Explanation of Services: This is where you talk about YOU and YOUR SERVICES/PRODUCT. Now it’s your turn in the sun. Before this it was ALL about the potential client. Here is where you talk about your services or products based on what they’ve told you. You don’t want to go off on a tangent about how fancy something is or how glorious your services are if they told you they are doing this for the love of their family. Make sense? You want to talk to them based on how they spoke to you. Again, this is how they know they’ve been heard and loud and clear, because by now, you should have been able to identify their dominant buying motive for your product or service.
Once you’ve shared this information with them, you want to ask them for the sale. Are you ready to take the next step? You always want to ask to take the next step. Many people miss this step and they leave it up to the potential patient or client to say it first. Don’t be afraid to ask. “Would you like to go ahead and set up an appointment to see the doctor? Would you like to go ahead and put a deposit down on the condo you love? Would you like to go ahead and sign up for 3 or 6 coaching sessions?
Step #7: Finding Solutions Together: Luckily all went perfectly and you get the sale. YAY!
However, there may be a chance the person is still not 100% sure on taking the next step with you. That could mean a number of reasons, but somewhere a long the way we’ve missed something and now we need to find it. So, the next question out of your mouth should be, “May I ask you what you are hesitant about?” Let them answer and then ask them again, “Is there anything else?” Keep asking that until they say no. Now you have the opportunity to overcome each objection they have. Objections can easily be overcome once you know what they are.
Now for the last and final step. It’s to follow up.
Step #8: Follow up, Follow up, and Follow up: Ask them if you may follow up with them whether they buy or not. You will be following up to find out if they are happy with their services/product or not. If they did not buy, you want to follow up and see if you can still see if they are open to working with you. The third follow up is to find out where they did buy and why they did not choose you. You can directly ask them, “do you mind if I ask you why you did not purchase my service or product?” You will learn a great deal here about your approach as well as ways that you can improve your business.
Well, you just had a crash course in sales 101 and I hope you enjoyed it. This is some very powerful stuff if used, practiced and refined.
Please feel free to reach out with any questions or other thoughts you might have about this process. I’d be glad to help you.
Cheers, Love, and Success,
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Amanda BrazelOwner/Expert Social Media Manager for Small Business. Read More.
Amanda Brazel | Digital Media Marketing Done For You