THE BUYER-CENTERED SALES SYSTEM | CHPuissegur & Associates

DECISION
CYCLE

If you understand and apply

the REAL selling and buying
cycle, you’ll be able to use
this knowledge to your
advantage to influence close
ratios, increase sales volume
and protect profit margins.

PROSPECT
CATEGORIZATION

Use probing questions,

research, analysis and other
tools to determine where the
prospect is on the Decision
Cycle. Your challenge is to
see the process through the
eyes and mind of the
prospect, and match your
actions to their decision-
making stage.

CUSTOMER DECISION
CONTINUUM

Prospects are ready to buy

when they’ve worked through
the Acknowledgement stage.
Their ability to come to grips
with their needs represents
nearly 80% of the buy-sell
process. After a strong
rapport has been built, the
more deeply you’re involved
in the Acknowledgement
stage, the greater the
opportunity to cement the
sale, insure healthy margins
and achieve genuine
customer satisfaction.
 THE BUYER-CENTERED SALES SYSTEM | CHPuissegur & Associates
SALES SYSTEM
STAGES
There is a natural tendency
to go for the sale and ignore
the system. Fight this
tendency. Diligently following
the system improves your
ability to obtain the business
and retain the highest
possible margins.
FOLLOW THESE KEY STEPS
CHPUISSEGUR & ASSOCIATES
Phone 248.614.0006
Email charliep@chpuissegur.net
Web www.chpuissegur.net
1. Build Rapport
ƒ Research the prospect organization
ƒ Develop a relationship sufficiently close that you move to the next stage
ƒ Realize that relationship-building may take significant time and require multiple
visits, calls, emails, etc.
2. Analyze Issues
ƒ Identify the prospect’s concerns and problems
ƒ Why do these problems need to be solved?
ƒ What challenges is the prospect facing?
ƒ What are the consequences for not solving the problem(s)?
ƒ Identify who is involved and what steps comprise the decision-making process
3. Confirm Understanding
ƒ Test your understanding of the prospect’s needs
ƒ Have them list their requirements
ƒ Have them prioritize their needs
ƒ Determine how these needs and priorities translate into the customer’s cost
ƒ Establish the budget NOW
4. Specify Solutions
ƒ Focus on solving problems
ƒ Design specifications to complement your product and service features
ƒ If you’ve done your job, price becomes less of an issue
ƒ Submit a quote and get at least an oral approval
5. Test Solution
ƒ Implement products/services
ƒ Confirm that solutions perform according to the specs developed in steps 1-4
6. Close the Sale
ƒ Becomes easier as you become more familiar with the process
7. Provide Service
ƒ Deliver ongoing service and maintain the relationship
Buyer-Centered Sales blends Customer Centered Selling (Rob Jolles) and Sandler principles with input from Bob Chapman,
Sandler Sales; Dan Brazelton, Northwestern Mutual; Barbara Spencer Hawk, Crossbridge Communications, LLC.
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