In this small business article, I’d like to discuss what a “selling system” is, present you with a selling system that always works and point out a fundamental mistake that many businesses make in their sales approach which, if done properly, can really increase your sales.

According to Michael E. Gerber, author of the classic business book “The E-Myth: Why Most Small Businesses Don’t Work And What To Do About It“, a selling system is a fully orchestrated interaction between you and your customer that follows six essential steps:

Step 1) Identify specific benchmarks (consumer decision points) in your selling process
Step 2) Script the words that will get you to each of those benchmarks successfully
Step 3) Create all the various materials that will be used with each script
Step 4) Memorize each benchmark’s script
Step 5) Deliver each script in identical fashion
Step 6) Allow the system to do its work, while you communicate more effectively by observing, listening, hearing, acknowledging, understanding and engaging more fully with your prospect.

Now, until you commit to building a selling system that follows the exact steps described above, you won’t appreciate just how powerful and effective the system really is or just how much detail is required to make every component of the sales system work seamlessly.

Now, I can’t go into detail about all 6 steps here … that’s way beyond the scope of this article. What I do want to elaborate more upon, however, is Step 1 – Identifying specific benchmarks in your selling process.

There are 4 specific benchmarks, or consumer decision points, in the E-myth based sales system.

The first benchmark is the Appointment Presentation. The purpose of the Appointment Presentation is to get an appointment with a prospect.

A highly recommended product that can help you get more sales appointments is Sales Scripts Pro. Sales Scripts Pro is a ‘step-by-step’ scripts tool training tutorial that can help anyone get more sales appointments using a scripts tool when making phone-based sales calls. Some of the many benefits of using this sales scripts tool builder is that it can help turn any person in your sales team into a cold call expert and help your business expand very quickly.

The second benchmark, or consumer decision point, is the Needs Analysis Presentation. The purpose of the Needs Analysis Presentation is to help your sales presenter uncover your prospect’s needs. This is done mostly through listening and by using specific tools and processes.

Once you have identified your prospect’s needs, you then move on to the next benchmark of the sales process … the Solutions Presentation. This is where you present your solution. If you or your sales presenter has done the job right during the Needs Analysis Presentation, then you should know exactly what your prospect’s needs are and how your particular solution can help them meet those needs.

And if you follow the 6-step selling system outlined above and deliver the right solution presentation using the right tools and scripts that you have developed as part of completing Steps 2 and 3 when building your sales system, then your prospect should move through to the Decision Confirmation stage, where, hopefully, you will have addressed all of their questions, concerns and objections and they are now ready to make a decision to purchase your particular product or service and become your new customer, or recruit (if you are selling a business opportunity, for example).

Now, this is where many small business owners make a fundamental mistake that can have a serious impact on their sales results …

To read the rest of this article, please go here: Sales System