Managing the sales process

MANAGING THE SALES PROCESS

PHASE ONE-PRE-NEGOTIATION STRATEGY: NEGOTIATION PREPARATION AND PLANNING

In negotiation preparation and planning, the salesperson: (1) develops and selects theappropriate negotiation strategies and tactics in order to maximize the probability of making a sale and (2) updates and examines his/her prospect/customer database to correctly target the potential buyerthat she/he plans to approach with a sales proposition.

PHASE TWO-NEGOTIATION STRATEGY: 1.- APPROACHING THE BUYER

This strategy is designed for preparing for the actual sales presentation orface-to-face contact with the buyer. There is a process leading up to salesperson’s first appointment with a potential buyer and how to establish the tone or environment of the negotiation session at thevery beginning of this appointment. The approach is the initial face-to-face contact with the buyer during which the seller must make a favourable first impression as well as engage the buyer andstimulate interest. However, anytime a salesperson contacts a potential buyer, an approach or favourable opening introduction is appropriate.
The crucial first face-to-face encounter may or may notcreate a favourable environment within which negotiations will take place. Obviously, it’s best to be prepared for and attempt to favourably control this most important step. The negotiation itself will bechallenging enough and filled with often surprising and uncontrollable events; thus, effective sellers attempt to set up conditions for smooth negotiations by first creating an atmosphere of comfortfor the buyer.

PHASE TWO-NEGOTIATION STRATEGY: 2.- INVESTIGATING NEEDS

Intimate knowledge and deep understanding of a prospective buyer’s needs, wants, desires, value perceptions, and problemsare the mandatory keys to achieving competitive advantage.
When a consultative selling strategy is being used, thorough questioning is even more important. Why? Because the products and services...