The Sales Cycle brings together the critical knowledge, skills and activities required for successful professional sales. Training and development focusses on these critical areas. The Cycle means that the purpose and significance of all development work is always clear.
Six key activity areas make up the Cycle itself.
NOTE: It may be that certain areas are stronger requirements for some sales roles than others, but from the Business’s point of view all the elements must be in place and all role players should understand how the elements fit together.
Prospecting: Understanding your target market and finding prospective customers. Activities in this area include active research, investigation, analysis and networking. It also includes elements of promotion and marketing.
Approaching and Meeting: The initial contact must be made and the grounds for the relationship established. These are often areas fraught with difficulty for new salespeople, but experienced people are not immune to problems here. Legislative changes and new technologies make this a dynamic segment of the Cycle.
Gather Information: The essential skill in modern professional selling. Salespeople must develop their questioning and listening skills so that their understanding of the customer, the customer’s business and the customer’s needs and priorities is as accurate as possible. (This area benefits from the insights that the examination of The Buying Cycle, a separate exercise, brings.) Note-taking and information capturing skills are also important, here.
Propose solutions: Drawing on communications skills from the core, product and technical knowledge and from the information gathering area of the Cycle, the salesperson must make a valid and persuasive submission to the customer.
Facilitate the Decision: The salesperson must assist the customer to arrive at an informed decision. Skills of verification of understanding, empathic listening and even a measure of negotiation are important here. The thoroughness of the work in the earlier stages of the Cycle will make this stage natural and non-controversial. Where the customer decides to buy a product or service, there must be confirmation that a good choice has been made.
Delivery and Service: Whatever was promised must be delivered in order to complete the favourable customer experience. If the sales department hands over to a service division, all transitions must be smooth and properly managed. The salesperson must ensure that any internal processes in this connection are properly activated.
Target Audience - Who should attend?
- New Business Consultants
- Engineers & Technicians that Sell
- Senior Telesales Personnel
- Sales Managers
- Sales Team Leaders
- Business Owners
- Customer Service Managers
Standard programme 2 days
Customized programme – depends on the content (Workplace assessment methodology)