Small Business Help And Training

Selling Is A Process – Not An Event

Getting a customer to buy from you requires a lot of preselling. That preselling is a process.

Marketing is a form of preselling. It creates brand recognition and trust. And without trust, you do not make sales.

Some customers take two months and longer to make a decision. That is particularly noticeable in the b2b sector where buyers may have to be concerned about their superiors.

Consumers move faster. Some buy on impulse and are swayed by instant gratification, but generally an offer must be placed in front of a buyer at least seven times before the buyer goes forward. At least 80% of all sales are made after the customer says "No" 6 times. On the 7th proposal, the majority of all sales are made.

Your presentation to a customer undergoes a blurry shift over time from marketing to sales.

But generally the marketing process stops at the point that a potential buyer visits a web site. It was marketing that got the customer there. Now you have to sell him.

At the point the customer is at your web site you must entice the customer into your sales funnel through one of several processes that exchanges information that the customer wants for contact data that puts the customer into your sales funnel.

Whether you make a sale or not depends on the sales funnel process you design. Your sales funnel changes the selling process from short term event marketing into long term customer building.

Business buyers move differently than consumers. Business buyers will not always buy the best product at the best price. They often buy what is most comfortable for them and will pay more or accept different standards to be comfortable.

Comfort is often defined in terms of such intangibles as, but not limited to, personal relationships, transaction transparency, supplier proximity, collateral services, a sense of being provided service rather than being sold and how they will look to colleagues and bosses.

Or in other words, for a business buyer, the buyer has to work with a supplier that will cover the buyers backside while benefiting him personally. It is all personal. The buyer for a large company has its job at risk. The buyer/owner of a small company has its money at risk.

As a seller, you have to convince the buyer that you have his concerns covered.

And you do that through a two step process. First you contact data to put people into your sales funnel and then you move them through the sales funnel to final close.

Here is a video discussion of Sales Funnels.


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