'The business of business is business!' - Milton Friedman, Neo-Liberal Economist
Based on the sales challenges we often work with companies where we focus on the 'Seven Golden Keys to Increased Sales'.
- Golden Attitude - Attitudes that drive sales forward
- Alchemy - Value-laden sales arguments that open the customer’s eyes
- Golden Efficiency - Efficiency for salespeople who are able to achieve more and reach higher
- Golden Communication - Practical sales psychology
- Gold mining - Effective lead generation
- GOLD - From contact to contract, how to keep your ‘hand on the ball’ from beginning to end
- Recycling GOLD - Increased sales to existing customers – fully exploit the potential
This week we will take a look at GOLD – from contact to contract.
It is a classical challenge for b2b salespeople that they send an offer to the customer after a good and fruitful customer meeting. Offers that in some industries takes many hours to put together.
Once the offer has been sent, a phase begins which is best described as a bare hands chicken hunt. Numerous telephone calls and unsuccessful attempts to get the customer to make a decision. Customers have many excuses, such as:
- We are looking into other possibilities also
- We have a more important project which needs to be finished first
- Our budget has changed
- I'm on holiday
We have designed our GOLD sales strategy to address exactly that challenge. With GOLD, the way from contact to contract becomes shorter.
At the first meeting, you present your company and explain how you operate and accommodate customer needs and expectations. During this meeting you uncover the customer’s situation using the CORE model:
- Context – the customer’s market, products, organisation, history, plans, situation, etc.
- Obstructions – the customer’s challenges, dysfunctions, problems, and frustrations
- Results – the customer’s results and the consequence of obstructions
- Expressed Needs – the customer’s expressed wishes as a consequence of unsatisfactory results
At the end of the meeting, you seek the customer’s commitment to a new meeting, at which an agreement can be made, providing that you deliver a proposal that accommodates Expressed Needs.
If the customer doesn’t want a new meeting, you don’t make an offer. Offers don’t sell anything.
If the customer wants a new meeting for you to present your proposal, you have received a glowing buying signal. You invest your time in putting together the best imaginable proposal, and close the order at the second meeting.
Exploit the sales potential: Offers sell nothing.