"Start with the end in mind," as Steven
Covey of 7 Habits of Highly Effective People says. So let's start with
booking the order and work towards where the selling process starts.
1. How Do You Get the Order?
Get all the powerful people - especially
the most powerful person - to commit to your offering. This is the
person with the ability to say yes and it happens. Don't be fooled by
those who can say no. Anyone can get you eliminated.
a. If it is a business sale, there may be
lots of people involved. The ultimate decision-maker is usually in the
executive suite and listens to associates and subordinates.
b. If it is a consumer sale (car, house, personal item), determine who
has the power - husband, wife? Children can be significant
influencers. Emotional buys happen, but will be returned unless the
power and influence
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