The transactional sale is almost invariably defined by a short sales cycle and a rather straight forward method of payment.
To describe the transactional (aka, SMB) sales process a bit more practically, once a prospect is engaged and talking all that stands in the way of the sale is usually some degree of persuasion, haggling and the payment method itself. This is a simplification, yes, but the visualization is important to keep in mind if you’re struggling with the SMB sale.
How do you get good?
As I’ve mentioned previously, sales winners are people who have a repeatable method for creating sales success. Sometimes that method comes naturally and sometimes it is learned over time.
If you’re one who learns the hard way then this post is for you. So let’s get to it!
Here are the 3 most basic elements–and I mean the most basic–for creating your path to SMB sales success:
1. Sales Communication
You must be able to deliver an elevator pitch and value proposition succinctly.
The importance of mastering sales communication cannot be overemphasized. Keep it as a rule, that following a presentation people will remember no more than 25% of what you had to say and none of your intention! Saying the right things the right way is critical.
2. Sales Qualification
You need to understand who you’re talking to, what they do, who they do it for, and whether they have the ability (money and authority) to buy from you.
Trying to convince someone to buy something from you without knowing who they are is like proposing marriage on the first date. It’s ridiculous.
Take the moment or two that is required to learn about them and use what you learn to decide if they’re even a fit for what you have to offer…and if they are, then use that info to persuade them to buy!
3. Sales Intent
Your intention to sell has to be clearly and directly established!
Prospects need to understand who YOU are and what YOU want. Ideally, this notion should be conveyed by your senses of purpose, preparedness and competency regarding the task at hand. In other words, by a professional sales attitude.
If a professional sales attitude still eludes you, then the easiest way to establish sales intent with a prospect is by letting them know you’re calling from sales, asking sales oriented questions, discovering need, presenting value and asking for orders! Salesmanship!
This is particularly relevant in the era of web or technology sales, which mostly take place over the phone. In this environment it’s not uncommon that prospects will mistake a salesperson for a helpful customer service rep if they are poor sales communicators!
These are the basics. If you don’t have them down, then start developing them. In a later post we’ll discuss the next steps required for creating your personal transactional sales methodology.