To expand this further, you initially need to fully understand your unique selling proposition (USP). The key elements are:

· Start by listing out all of the functions and features of your products and services

· Convert these to a list of customer focussed benefits that you can deliver on consistently

· Remove from the list all of the “me too” aspects that your competitors provide

· You are left with a list of your unique elements

· Encapsulate this into a benefit oriented short statement that conveys your uniqueness

In order to qualify as a genuine prospect your potential custo

Many business owners I speak to say that they often find the whole process of selling an uncomfortable and unpleasant experience. It is sometimes seen as a necessary evil. It doesn’t have to be this way and in fact should be an enjoyable and fulfilling part of your ongoing business development activities.

Some people say that good sales people are born and have gifts that others are not able to offer. I think that we are all born with natural sales talents and these just need to be recognised and refined to aid the effective growth of our business. In reality we are selling ourselves from the moment we are born and at every stage we seek to influence others to our way of thinking or to take action.

I do believe however that there are ethical methods of producing sales and less ethical methods. The ethical methods are underpinned by two key elements that need to be in evidence. They are:

· Genuinely offering tangible results and benefits to customers linked to specific needs

· Offering advice, support and expertise in order to assist customers in making a worthwhile buying decision

The less ethical methods include technique selling and pressurized sales tactics to cajole customers into buying. I strongly believe that there is no place today for pressurized selling and manipulative “closing” techniques. When a new customer buys from you he or she is “opening” a relationship with you rather than closing anything. The customer/supplier relationship needs to be one of mutual exchange of value.

As part of human nature we like to acquire things that add value to our lives by making it more comfortable, peaceful, meaningful, satisfied, enjoyable and for a myriad of other reasons. So we like to buy things, however, we don’t like being sold to. The sales process therefore should be an interesting and rewarding experience for both customer and supplier. Customers need appropriate and relevant information in order to make a positive buying decision. This then becomes a process of consultation between customer and supplier.

Here is a four stage process of consultative selling:

1. First of all you need to clearly understand and communicate your “reason for being” and your unique offering
2. Your potential customer needs to be qualified to the extent that they are in the market for buying your products or services
3. You need to demonstrate how the customers needs are going to be met by your solution
4. Take the order

To expand this further, you initially need to fully understand your unique selling proposition (USP). The key elements are:

· Start by listing out all of the functions and features of your products and services

· Convert these to a list of customer focussed benefits that you can deliver on consistently

· Remove from the list all of the “me too” aspects that your competitors provide

· You are left with a list of your unique elements

· Encapsulate this into a benefit oriented short statement that conveys your uniqueness

In order to qualify as a genuine prospect your potential custom

are born and at every stage we seek to influence others to our way of thinking or to take action.

I do believe however that there are ethical methods of producing sales and less ethical methods. The ethical methods are underpinned by two key elements that need to be in evidence. They are:

· Genuinely offering tangible results and benefits to customers linked to specific needs

· Offering advice, support and expertise in order to assist customers in making a worthwhile buying decision

The less ethical methods include technique selling and pressurized sales tactics to cajole customers into buying. I strongly believe that there is no place today for pressurized selling and manipulative “closing” techniques. When a new customer buys from you he or she is “opening” a relationship with you rather than closing anything. The customer/supplier relationship needs to be one of mutual exchange of value.

As part of human nature we like to acquire things that add value to our lives by making it more comfortable, peaceful, meaningful, satisfied, enjoyable and for a myriad of other reasons. So we like to buy things, however, we don’t like being sold to. The sales process therefore should be an interesting and rewarding experience for both customer and supplier. Customers need appropriate and relevant information in order to make a positive buying decision. This then becomes a process of consultation between customer and supplier.

Here is a four stage process of consultative selling:

1. First of all you need to clearly understand and communicate your “reason for being” and your unique offering
2. Your potential customer needs to be qualified to the extent that they are in the market for buying your products or services
3. You need to demonstrate how the customers needs are going to be met by your solution
4. Take the order

To expand this further, you initially need to fully understand your unique selling proposition (USP). The key elements are:

· Start by listing out all of the functions and features of your products and services

· Convert these to a list of customer focussed benefits that you can deliver on consistently

· Remove from the list all of the “me too” aspects that your competitors provide

· You are left with a list of your unique elements

· Encapsulate this into a benefit oriented short statement that conveys your uniqueness

In order to qualify as a genuine prospect your potential custo

ngly believe that there is no place today for pressurized selling and manipulative “closing” techniques. When a new customer buys from you he or she is “opening” a relationship with you rather than closing anything. The customer/supplier relationship needs to be one of mutual exchange of value.

As part of human nature we like to acquire things that add value to our lives by making it more comfortable, peaceful, meaningful, satisfied, enjoyable and for a myriad of other reasons. So we like to buy things, however, we don’t like being sold to. The sales process therefore should be an interesting and rewarding experience for both customer and supplier. Customers need appropriate and relevant information in order to make a positive buying decision. This then becomes a process of consultation between customer and supplier.

Here is a four stage process of consultative selling:

1. First of all you need to clearly understand and communicate your “reason for being” and your unique offering
2. Your potential customer needs to be qualified to the extent that they are in the market for buying your products or services
3. You need to demonstrate how the customers needs are going to be met by your solution
4. Take the order

To expand this further, you initially need to fully understand your unique selling proposition (USP). The key elements are:

· Start by listing out all of the functions and features of your products and services

· Convert these to a list of customer focussed benefits that you can deliver on consistently

· Remove from the list all of the “me too” aspects that your competitors provide

· You are left with a list of your unique elements

· Encapsulate this into a benefit oriented short statement that conveys your uniqueness

In order to qualify as a genuine prospect your potential custo

r both customer and supplier. Customers need appropriate and relevant information in order to make a positive buying decision. This then becomes a process of consultation between customer and supplier.

Here is a four stage process of consultative selling:

1. First of all you need to clearly understand and communicate your “reason for being” and your unique offering
2. Your potential customer needs to be qualified to the extent that they are in the market for buying your products or services
3. You need to demonstrate how the customers needs are going to be met by your solution
4. Take the order

To expand this further, you initially need to fully understand your unique selling proposition (USP). The key elements are:

· Start by listing out all of the functions and features of your products and services

· Convert these to a list of customer focussed benefits that you can deliver on consistently

· Remove from the list all of the “me too” aspects that your competitors provide

· You are left with a list of your unique elements

· Encapsulate this into a benefit oriented short statement that conveys your uniqueness

In order to qualify as a genuine prospect your potential custo

To expand this further, you initially need to fully understand your unique selling proposition (USP). The key elements are:

· Start by listing out all of the functions and features of your products and services

· Convert these to a list of customer focussed benefits that you can deliver on consistently

· Remove from the list all of the “me too” aspects that your competitors provide

· You are left with a list of your unique elements

· Encapsulate this into a benefit oriented short statement that conveys your uniqueness

In order to qualify as a genuine prospect your potential customer needs to meet certain criteria. I would recommend that you spend time creating a profile of your ideal customer. The key elements are a clear need for your products and services, being able to afford your solution, having access to your proposition and being able to generate profit for your business.

In order to satisfy customers that your solution is appropriate for them you need to be able to substantiate your claims with clear benefits and tangible results. You can achieve this with the aid of third part endorsements, existing customer testimonial statements and the use of guarantees.

Only when all the elements that are described above are satisfied, you make your product or service available and take the order from the customer. By rigorously going through this process (which can quickly be achieved with practise) you are then as certain as you can be, of taking on a new customer and producing a mutually beneficial experience for them and for you.

By having interesting and worthwhile conversations with people without an underlying agenda that you must sell to them makes the whole process less daunting and much more enjoyable. After all business is about doing what you love doing, serving customers, making money and having fun in the process.

I would be interested to hear of your selling experiences. Please contact me at www.brianjamesgroup.com