1. General description
2. Stages
2.1 Address base 00
2.2 Initial contact 10
2.3 Need identification 20
2.4 Drawing up an offer 30
2.5 Presentation 40
2.6 Client's analysis and assessment 50
2.7 Negotiation 60
2.8 Closing 70
1. General description
One of the ways to handle the sales process is to divide it into clearly
defined stages. Each subsequent stage includes a smaller number of customers
than the previous one and will spare you the effort and costs of approaching
non-promising customers.
In the simplest form, the process begins with obtaining a prospect's
address, then follows through with the need identification and proposal
to the closing of sale and after-sales service. The stages should be carried
out one at a time and monitored in order to guarantee optimal sales
performance.
In a graphical representation, the diminishing number of customers creates
a characteristic sales funnel (reversed pyramid).
---------------------------------------------------------------------
Stages in a sales process Number of customers
---------------------------------------------------------------------
10 Initial contact 825 ********************************
20 Need identification 133 ****************
40 Presentation 40 *******
50 Analysis and assessment 17 ****
60 Negotiation 8 **
-----------------------------------
Total 1023
======================================================================
Path: --> Contact Manager > Campaigns > Sales funnel
2. Stages
The following stages are used in sales practice:
2.1 Address base 00
-------------------
An address base can be obtained from requests for quotation, partner
sources, on-line resources etc. From this base we will identify prospects
for initial contact.
2.2 Initial contact 10
----------------------
The initial contact with a selected customer. The purpose is to convey
general information about the company and the product. We ask them whether
they would like to be presented with a specific offer.
If the answer is positive, we collect general information about the client
and their needs in order to determine whether to qualify the client to
the next stage. This is the key stage as at this point we should know
whether to focus our efforts on this particular client or on other clients
who may be more promising.
2.3 Need identification 20
--------------------------
When we decide that the prospect is promising, we can proceed to the need
identification stage. At this point we collect the client's needs, which
will allow us to draw up a tailored offer. We establish the greatest
challenges in the client's company and their expected results.
2.4 Drawing up an offer 30
--------------------------
A target offer is an offer which addresses the needs of the customer.
It contains a description of measurable benefits for the user after purchase
of product.
It is important that the solutions presented to the client be on target
and contain information on how to solve the main problems of the client,
which we have identified in the previous stages.
It is necessary to remember that clients are usually not interested in our
product >as is<. They want to know how our product solves their problems
and suits their specific needs.
2.5 Presentation 40
-------------------
An offer can be presented in person (presentations at a client's seat, in
our company, on expos and fares) or by mail (usually e-mail with
attachments.)
After sending an offer we should make sure that it reached our client.
2.6 Client's analysis and assessment 50
---------------------------------------
During the subsequent talks it is necessary to complement our knowledge on
client's needs. To emphasize on elements which will bring the most benefit
to the client.
Write down customer objections and doubts. These elements require our
special attention.
Use relevant arguments, numbers and statistics. The goal is to convince
the client, not to manipulate them.
2.7 Negotiation 60
------------------
Terms of sale are negotiated, inc. price, terms of payment, delivery
and service.
2.8 Closing 70
--------------
The sale of a product.
See also:
Contact Manager > Campaigns > Sales funnel
Administration > Tables > Customer features > Stages in a sales process