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The Four Step Sales Framework


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Dick Davies' Sales Lab sales process is an easy one page complete system. The sales process is not a straight line, but a circle and where you are on the circle depends on what your prospect wants to know. How to sell using reality.

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The Four Step Sales Framework

  1. 1. The Four Step Sales Framework This is a lightweight framework to explain Option 2 – 20% of the time they will end by everything that happens in a sales presentation, asking you a question about the past. That is a so the user always knows where she is. Great good question for you to answer. Tell your one salesmen follow what the customer wants, so minute story that most closely fits what they are after you initiate the process, you will respond to asking. Finish with a question, like “Is that what the other person. you are looking for?” or “Fair?” so they know they should talk. Materials required - Introduction and PSR stories from “Talk Your Business! How to make more Option 3 – Less than 10% of the time they will and better sales right away.” finish by asking you a question about the future, asking for your opinion. When I am selling, I Step 1 - Introduction – There are five points to a don’t have an opinion. This is a dangerous area. good introduction which takes less than 15 The safest answer is, “That’s a difficult question. seconds. An energetic introduction lifts the It reminds me of when…” and tell your closest energy of the conversation, so more gets story about the past. They can (and will) differ accomplished. with you about your opinion. It is easier for them 1. Name? to accept something that has already happened. 2. Title? Option 4 – Objections. Most sales trainers make 3. Organization? a big deal about “objections” like, “You cost too much!” One, objections almost never happen 4. Why are you here? (less than one percent of the time in my 5. Why are you excellent? experience), and two, an objection is nothing more than a statement. So instead of getting (If Title and Organization are not easy, leave emotional, go back to Option 1, say, “I cost too them out.) much?” and watch the interviewer talk herself out Step 2 - Ask a broad, non-specific question of her objection. designed to get the other person explaining what Step 4 – The Close – Another highly arcane and they are interested in. It helps to know what they technical concept sales trainers like to make are interested in before you meet them from indecipherable and bury under gobbledygook. journalism, mutual acquaintances, Linked In, etc. Simply put, a close occurs each time you and the How do you know this person? What do you other person make promises to each other to do know of them? something. If they don’t want anything, there is Step 3 – Eventually they stop talking. (People nothing to close. However, if your stories are will routinely talk about themselves for an hour interesting, they will want your help. When they or more. You just listen actively…nod, smile, ask you to do something, that is the next step to move forward, etc. them getting what they want. Don’t be in a hurry to move on, but discuss timing, size and what are Option 1 – Most of the time when they stop the key aspects. Write them down on the spot and talking, they will end in a statement. They don’t then furnish what they want as soon as you can. want to hear anything from you, yet. Repeat the last phrase of the statement as a question and off they go again. WWW.DICKDAVIES.COM