STEP 1 - Introduce Yourself
You need to introduce yourself and the company you
represent in a positive manner. Thank the consumer for
seeing you, and try to build some common ground. Let them
know that they have made the right decision in seeing you,
and set their expectations by informing them how long you
will take.
STEP 2 - Qualify the Customer
You need to have the customer engaged in a conversation
where they are talking about themselves, their homes and
their goals — building rapport and relationship is key.
Based on the feedback you receive, drill down and ask more
questions to gather as much information as possible. Find
out who else is involved in the decision making process.
Creating a conversation using open-ended questions is a
great way to identify opportunities. You need to lead the
customer to the direction you want to take them. Open-
ended questions like the following prevent a yes/no answer:
• What type of product are you interested in?
• What are you looking for in a quality provider?
• What’s important to you in this decision making
process?
• How soon are you looking at implementing this?
STEP 3 - Identify Product and Service Needs to
Create the Opportunity
Before you present and demonstrate what you can offer to
the customer, you need to tick off the following four points
(in your mind based on information gathered in Step 2)
before you go into sales mode:
• What are the products/services identified?
• How would the customer use them?
• What are the benefits going to be for the customer?
• Why would the customer need your products/services
in their home life, etc.?
Now you can set up the deal to close!
For more information, call Key Business Advisors on 1300 4 ADVICE
Copyright © 2013 Key Business Advisors Pty Ltd. This document is the intellectual property of Key Business Advisors. Any disclosure, copying, display, distribution or use of this information is prohibited without the permission of Key Business Advisors. Any misuse is strictly prohibited.
11-Step Sales Process
Business to Consumer
Key Business Advisors
Customised Sales Training Program
STEP 4 - Present and Demonstrate Examples of
What You Can Do For the Customer
The customer needs to see how your products/services
are going to fit into their home or their life. You need to
demonstrate how they are going to use your products/
services, what the benefits are, and most importantly, why
they would need it.
Take your time and only sell the main features of what the
customer is looking for. Do not oversell. Each feature must
have a direct advantage and benefit, which you must relate
back to the customer and their home/life.
STEP 5 - Open Discussion: Test the Customer’s
Interest
When you’re presenting what you can offer the customer,
you need to read their verbal and nonverbal buying signals.
A great way to test the water to see if you’re on track is to ask,
“Is this what you’re looking for?” or “Am I on the right track
with what we have discussed so far?” Look for the positive
communication and body language.
STEP 6 - Show Your Brochures, Fact Sheets,
Case Studies, or Testimonials as Proof
Your sales kit must be fully equipped with all your tools of the
trade, and you must be ready for any questions or objections
as the customer wants confirmation that you know what
you’re talking about.
Today, a simple brochure is no longer enough to convince
a customer to buy. Third-party referral information builds
trust that you know what you’re talking about and increases
your value. There is no better proof than current fact
sheets, case studies, examples of what you have done for
other customers like them, and testimonials that you can
provide what you say you offer. These materials ensure
your credibility and build the customer’s confidence. It
would be easy to show such materials to the customer using
technology like laptops and tablets.
STEP 7 - Start Tying Down the Customer for
Your Products/Services to Close the Sale
Using trial and alternative closes is the way to close business.
These questions can have yes/no answers, but what you’re
looking for are lots of confirmation yeses and very little no’s.
Example of closed questions:
• Are you looking for something like this in your home?
• Do you think this is the right product/service for you?
• Would you prefer the larger or smaller option?
• Can you see this product/service helping to improve
your home / life?
• Is there anything I have not covered?
• Can we get this organised?
STEP 8 - Start Discussion and Design an
Implementation Plan for Approval
Based on the series of confirmations you got from the
customer’s answers to your questions in Step 7, you should
immediately assume that the customer has agreed to buy
your product, so start discussions about how this is going
to fit in their life. Find out how soon they want delivery and
what implementation plan is required to meet with their
approval.
STEP 9 - Ask for Approval! Obtain Acceptance
and Confirmation of the Customer’s Decision
If you have done Steps 7 and 8, you should not have to ask
for the order — it should be a given that the customer wants
to buy from you. So ask for the customer’s approval based
on the discussion of the implementation plan. Then, do
not speak until they have signed the documents. Whoever
speaks first after asking for the order, loses — so make sure
it is not you!
At this point, the customer will either sign or throw you
another objection, which means you have not qualified
enough at the beginning of the sales cycle. Should you
not get the order, you need to ask the customer what is
holding them back and overcome that objection. If you are
not successful, then you need to end the meeting and set
another time to re-qualify and start the sales process all over
again.
Ensure you close the sale!
STEP 10 - Thank the Customer for their
Business
Give the customer a good, firm handshake and promise that
you will deliver as per your discussion. Reconfirm that they
have made the right decision.
STEP 11 - Confirm the Next Step. Close the
Loop/Identify More Opportunities and Start
the Sales Process Over Again
Congratulations, you have received the order! After you
thank the customer for the business, make sure to follow
up to ensure that the customer is happy with your product/
service once it has been implemented.
You need to get a testimonial and referrals from satisfied
customers, but more importantly, determine what other
products/services you can provide that may have been
spoken about when identifying the customer’s three to four
hot points.
To be successful in sales, sell the customer what they want
to buy first, then go back and sell them other products/
services you offer because you now have their trust and the
relationship with them.

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To learn more about the Sales Process, enroll in the KEYBA Customised Sales Training Program on www.keyba.com.au
Copyright © 2013 Key Business Advisors Pty Ltd. This document is the intellectual property of Key Business Advisors. Any disclosure, copying, display, distribution or use of this information is prohibited without the permission of Key Business Advisors. Any misuse is strictly prohibited.