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In this episode of What’s Wrong With Revenue? my guest host, Kristin Stricker, COO and Director of Client Services at Square 2, talked extensively about how to create a remarkable sales experience and the benefits that come with having a sales process that wows prospects.
Most company leaders think the sales process should be designed to get someone to say yes or sign their paperwork. That’s not exactly true.
Your sales process should be designed to help your prospects feel safe. They need to feel safe. That is an emotional response, not a rational one.
Once they feel safe, they’re going to do everything else you need them to do so that you can get your agreement signed and cash the check.
But getting them to feel safe is the trick, so we talked about several ways to get prospects to feel safe quickly.
First, we talked about making it more about them and less about you. The more questions you ask, the more they talk about themselves and the more comfortable they get, the more you learn.
Then take that information and deliver the content in context to their specific issues and challenges. That is going to help them feel like you’re listening and like you care.
Next, make sure you’re doing a lot of education all throughout the sales process. The more you educate them, the more they feel like they’re making a smarter and safer decision.
Finally, consider bringing in more people. Kristin participates in almost all aspects of the sales process so that prospects get to meet her and hear from her. Since she’s the one they’ll be working with, this helps them get comfortable with her and her team.
You should consider mapping every single touch point in the sales process and ensure there is some type of interesting or remarkable effort all along the way.
The result will be shorter sales cycles and customers who close more quickly. If you want us to assess your current sales process, click here. We’re happy to see what you’re doing and recommend any upgrades.
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