The object of the Sales Process
The object of the Sales Process is NOT to get a sale … it is to get an outcome: the outcome must be either:
1. the customer wants to buy from you, or
2. the customer wants to buy from you, but you’re not right for them at this moment, and they will come back to you if that changes, but in the meantime will recommend you to all their friends.
In simple terms, either:
1. A purchase AND a great relationship, or
2. Just a great relationship
And either of these is a ‘win/win.’
It is definitely NOT to ‘get a sale.’
The need to ‘get a sale’ is what destroys businesses: a great example of this would be the need to sell Payment Protection Insurance.
The mind-set in the Sales Process is a crucially important issue … and most people have got it wrong (and then wonder why it’s so hard to ‘get a sale’!!!)
