The Drama of Selling

Marketing

The Drama of Selling
by David Rich



No one would argue if I said that selling can be dramatic, but I will attempt to go a bit further than that. Selling is a drama itself. In more ways than one, the sales process is like a dramatic play. It unfolds in distinct stages. Trying to rush the stages can be as unsettling and confusing as watching a play that begins in the middle. Everything has a natural order, and selling is no different. Just as actors follow a script that has been rehearsed many times, sales people should follow a format in selling. The catch is this. Good actors make their lines seem so natural and unrehearsed. The same is true with good sales people. In this article, I will outline the four stages of selling and what happens in each stage so you’ll never have to wing another sales call again.

Stage 1: The Prologue. A good play never begins with the curtain opening. It begins long before that behind the scenes. This stage includes: all preparation time, research needed to make the sales call, learning time, (including reading and studying self help books), the initial contact and appointment setting, and making sure you are physically and mentally ready to make a sale. Physical readiness is making sure you have everything to complete the sale, including all paperwork, support materials, and visual aids. Mental readiness includes making sure you are positive, alert, and undistracted. The difference between making a sale and not making a sale often lies in this stage.

Stage 2: The Dialogue. This stage begins when you and your prospect get face to face. It includes the greeting, setting of expectations, and information gathering. Take charge of the meeting right away by thanking your prospect for taking the time to meet with you and by setting clear, benefit driven expectations. Then it’s time to turn the floor over to your prospect and learn about them. You should ask at least 7 –10 questions, and be sure to be a good listener. Trust is built in this stage and there is no quicker way to damage it than by interrupting and appearing hurried. This stage is a give and take, with the emphasis on take. Learning as much as you can about your prospect is the objective of this stage, which naturally sets the stage for what’s to come.

Stage 3: The Monologue. This is your presentation. This is where you tell them how you can help meet their needs. To the exact extent in which you were a good listener during the Dialogue is directly proportional to how good a listener they will be during your Monologue. Make sure your presentation is tailored to their needs and concerns and not redundant. A good Monologue should last no more than 10 minutes. Any longer and you risk losing them. Be concise, passionate, and zero in needs and concerns uncovered in the Dialogue. This is the heart of the plot and you must be gaining momentum throughout.

Stage 4: The Epilogue. This is the climax of the play, the moment of truth. It should be a natural progression that results in a sale, not a battle of closes and objections. Assume the sale. Do not wait for them to close themselves. Remember, you are the hero and have come to save the day. Make it easy to do business with you. No one likes to be sold, but everyone loves to buy. Be sure to thank them after their commitment and always ask for referrals to the peer group. Seize the moment. Every sale should net you a few good leads if you’ve built sufficient levels of trust and rapport. Be sure to leave with a smile and a handshake.

Then, however, don’t do a dance in the parking lot where your client may be watching through their office window. I like the wisdom of ex-football coach Bill Walsh of the San Francisco 49ers. He would tell his players not to celebrate visually after they scored a touchdown. He told them to “act like you’ve been there before and you expect to do it again!” There’s always another game to play and another sale to be made. Tomorrow’s a new audience. Take a bow and exit triumphantly!


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David Rich is a professional speaker and author of the book, HOW TO STAY MOTIVATED ON A DAILY BASIS! He can be reached at 1-800-717-RICH or through his web site at www.eRichIdeas.com