The Sale: Don't Rush the Process

Written By Martie Mitchell,
Sales Manager at Rockton Software

Good things happen in due time.
Fine wine ages and becomes smooth and delicious to the palate.
A strong family begins with two people who know and understand each other well.
A beautiful shade tree grows strong under years of sun, rain, and fertile soil.

The sale is not the end, but the beginning; the beginning, hopefully, of a long-term client relationship with your company.  You cannot rush this and expect things to turn out well.

A lot of salespeople look at the sale as the culmination of leading a candidate through a process from prospect to account and then it’s time to move on.  Here at Rockton Software, that is not the case. A properly managed sale creates a new customer and a trusted friend—a marriage. To move on, would neglect this new partner, and it would also lose the chance to introduce them to other products that your company offers.

There are distinct phases in the sales process, and much like the steps of a dance or the stages of a relationship, the sale should move through all of them as well.

The Introduction: This is where the prospect customer identifies some interest in your company and products. Here you engage in conversation and discovery, common philosophies, client needs, and desires. You differentiate the nice-to-have from the need-to-have.

The Flirtation: Now you can assess what the customer is thinking. Is the prospect customer serious? Can they afford your product? Will they commit to the purchase? Meanwhile, the customer is deciding if your product will do the job that you have identified it would. Does your product bring value to their operation? At this stage, the customer will not commit, but they generally provide indicators that help you know the way they are leaning. This is similar to verbal sparring and playfulness that happens while dating in an early relationship.

Engagement/Exchange: This is a critical step in a long-term relationship. Here you share your expertise and ideas, and then your customer forms decisions around you and your company, as well as your products. By now, you should be able to assess if they are probably going to move forward with you; if they are, then you need to help them to visualize the impact of you and your products on their business. You have developed understanding and trust. If you were dancing, this should be the slow dance . . . close and personal.

Marriage: Now, the customer is ready to buy. They have conveyed their expectations, and you have shared what you can provide. There should be confidence, and it should be pleasant for all involved. Sadly, this is where a lot of sales people run off to find their next love, but that definitely does not happen at Rockton Software http://www.rocktonsoftware.com/Company/AboutUs.aspx?a.

Family: If you stay with this, then you need to follow up after the sale to build a strong foundation, so there is a possible opportunity to look at additional product sales or services you offer. You no longer need to prove yourself because you have already put the time and effort in to create a strong bond. You can expand your relationship to include your children, additional sales. This client relies on you and will seek to be involved in your success. This can come in many different forms: testimonials, case studies, and references.

There is a long and short term view of handling a prospective customer. If you or your company fast tracks a sale, you can have success in closing the sale, but you there is much more work if nothing comes out of it. You have to recreate from the beginning each time. Whereas, in the long run, it helps to work smarter not harder—the sale should not be rushed. The relationship should be kindled and nurtured; it should provide success and satisfaction. In essence, you could go for the one night stand, but marriage is the full-bodied experience.

If you want to stay updated with Rockton Software- follow us on twitter! https://twitter.com/RocktonSoftware