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Module 8: Identify Your Customers

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Lesson Summary

Successful Selling

The selling process is generally divided into seven steps:

Prospect, Preapproach, Approach, Presentation, Objections, Closing, Follow up.

The sales process is adaptive, salespeople have to adapt and understand what is important to each customer and where each is in the buying process.

Good salespeople look at objections as opportunities to further understand and respond to customers’ needs.

The follow-up is an important part of assuring customer satisfaction, retaining customers, and prospecting for new customers.

Prospecting Process

The concept of the sales funnel is a helpful way to visualize the process of finding and qualifying your customers and effectively illustrates the value of identifying a large pool of potential prospects.

You should never write off a lead until you are certain he can’t be qualified as a prospect. Appearances are often misleading, and you won’t know whether or not your lead is actually qualified until you ask some specific questions.

If you focus your energy on prospecting and qualifying, which is learning more about your target prospects, you will save valuable time and resources

Knowing your customer and where he or she is likely to go for information will allow you to choose the best prospecting sources for your business.

Your best new customers are your existing customers.

Prospecting Resources

Prospecting can be compared to setting up the plans and laying the foundation for a building project.

The power of the referral cannot be underestimated.

The art of networking, developing mutually beneficial relationships, can be a valuable prospecting tool.

Direct marketing, or communication in the form of direct mail or e-mail, gives you the advantage of reaching a large pool of leads.

Cold calling, or making an unsolicited phone call or visit to a prospective customer, can be quite effective for the salespeople who know the right approach.