Setting The Table For Success

The true effectiveness of a salesperson is measured by the results that he or she creates - the bottom line, so to speak. We all know that the bottom line in sales is how much business you close. What we often fail to realize is that an effective salesperson sets the table for the close, so that, in essence, they never really close deals - the customer does.

So, what do I mean when I say, "set the table for success"? Great salespeople start this process the first time they meet with a prospect by telling the prospect about the process they are going to take them through, when the decision points are, and what the salesperson's expectations are up front. This process lets the potential customer know what to expect, and allows the salesperson to gain committment up front from the prospect, thus making it much easier to close business.

To give you an example, let's take the referral process. If you wait until after the customer has bought from you to ask for referrals, often times you won't get any. A better way to go about this is to tell your prospect when you first meet them that you work by referral. Then, tell them that you are not assuming that they will refer you business, but, if you meet their expectations, would they be willing to generate some referrals for you? Most people will answer yes to this question. Then, simply ask them what you need to do so that they will feel comfortable providing you with some referrals.

Following this process essentially "sets the table" for referrals. You now know what you need to do to satisfy their needs so that they will refer you business, and you also have their committment to do so. After you have satisfied their needs, all you need to do is remind them of their committment, and referrals are yours for the taking. You can use the same process of "setting the table" to set up your closes as well.

Keep in mind that great salespeople always "set the table for success". Use this technique in your daily sales process, and watch your business expand beyond your belief. Happy selling!