The Top One Percent Sell With Precision

by Jacques Werth, Founder of High Probability Selling.  © 2006

The Best Salespeople, the Top 1%, utilize a precise, highly organized sales process that leaves very little to chance.  Each step of the sales process increases the probability of successfully closing the sale.

Here’s the dictionary definition of PROCESS: A uniform series of actions designed to produce a specific outcome.  In High Probability Selling, the ultimate ‘specific outcome’ is to close the sale; the ‘series of actions’ are the linear steps of the sales process.  We train salespeople to use the Sales Questionnaire as a tool to keep the sales process efficiently on track.

For example, you’re on your first appointment with a prospect.  If you’ve used High Probability Prospecting, before the meeting your prospect agreed to the following: 1) to give you an hour of uninterrupted time; 2) he wants what you’re selling; and 3) he’ll buy - if you can meet his requirements for doing so.  You begin to methodically get answers and fill in your Sales Questionnaire: The first series of questions ask the prospect to confirm his intention to do business (confirm he’s in ‘Buying Mode’).  The next series asks the prospect to confirm his intention to buy from you - if you can mutually agree on terms.

At this point, you believe that you have a qualified prospect - with respect to their buying intentions and available budget.  Next, you want to make sure that the prospect is trustworthy.  If you’re like 84% of people in the business world, Trust is the most important factor when deciding whether or not to do business with someone.  You want to be able to trust and respect your customer, and they want to trust and respect you as well.  To determine your prospect’s trustworthiness, initiate the Trust and Respect Inquiry.  Unless they’re one of the 4 to 8% who cannot earn your trust and respect, proceed with the next steps in the sales process.

Clarify this prospect’s role in purchasing your product and service.  This is a familiar part of the sales process to all experienced salespeople: You want to make sure your prospect is the real Decision Maker and has purchasing authority.  It’s pointless to waste time in a meeting with someone who can’t buy.

After you’ve confirmed that you’re dealing with a trustworthy person who has purchasing authority, it’s time to determine what they really want.  These are your prospect’s Conditions of Satisfaction: products and services specifications, delivery times, pricing, etc.  Note that each time your prospects give you one of their conditions for the sale, they must also give you conditional commitment to purchase - if you can meet their terms.

At this point, it is highly probable that you will do business with your prospect.  When you follow the sales process step-by-step sequentially, the prospects tend to ‘close themselves’: They’ve made it clear what they want, and you’ve made it clear that you can provide it.  Each step along the way, the prospect has confirmed his intention to do business with you.

Note that there are no ‘magic bullets’ in High Probability Selling.  There are no ‘Killer Closes’.  Nothing is left to chance: You, the salesperson, control the entire sales process.  By utilizing a structured sales process, you stack the odds in your favor, negotiate agreements that usually create satisfied customers and clients, and ensure the probability of your success.