Creating a Sales System

Recently coach Ralph Berge posted information about creating systems in your business. One of the systems to look at in your business is the sales system and how sales are created in your company. When you ask many of the greatest salespeople in history what their secret is many would answer – personality. But when asked how to quantify and teach personality to others, these super salespeople are often stumped. Teaching great sales involves a major re-education and a focus on systems that make sales simple.

Sales scripts not only increase the sales of top performers but also produce amazing results for the entire team. One rule of thumb, which can be used in selling and in life, is that what you can measure you can manage and grow! The ultimate test of a superior salesperson is how consistent their results are and how consistent the results are for the entire team. Using a sales script achieves this consistency and makes the training of new team members simple and effective.

By introducing a sales system like a script, you can then measure conversion on a daily basis and your sales will automatically increase – guaranteed. So, exactly what does a sales script look like, how do you write one and how is it used? Let’s look at this now.

A sales script is a documented, methodical, learnable, effective system of selling your goods and services. It is a written process on paper designed to give the salesperson control of the call (while the customer ‘feels’ in control) and create a desired result – the sale! It is written by your number one salesperson, in answer to the question – Exactly what do you say to a prospect to get them to buy your product? You may even choose to reward your top salesperson for doing this by offering them a great incentive such as a percentage of extra sales.

Let us briefly outline key parts of the Action sales script. Obviously, there are differences between sales scripts used on incoming and outgoing calls; however, I will just detail some of the universally used key Action selling lines taken directly from our sales scripts!

The opening: “Could I just outline the reason for my call?”
Permission: “Would if be okay if we go through the call that way?”
Rapport Building: “What’s your biggest challenge right now in that area?”
Below Waterline: “What's most important to you in…”
Paraphrase: “Based on what you just told me, it sounds like…”
Temperature Check: “How does that fit with what you had in mind?”
Secure the Sale: “Would it be okay if I give you the steps in getting that process under way?”
Conclude the Encounter: “Congratulations and bye for now.”

A script can be read, learned and must be practiced, used, measured and improved (if needed) to increase conversion rate of prospects to customers of all the team. Imagine taking the guess-work out of selling once and for all by using a system which makes your sales results less people dependant and more system dependant!

The Key to Sales Success...Relationships

I'm sure you have all heard about the terrible real estate market that exist all around the country these days. The meida has been touting how bad the real estate market is and the huge impact it has had on the stock market and the mortgage lending market. There are a lot of pessimists out there these days.

I've seen this kind of market before and having come from the banking industry we went through these cycles every once in a while where houses just weren't selling and people weren't borrowing money to buy or refinance a home.

What has always held true and is true in the current market is that there are still some realtor's and loan originators out there doing pretty well. But why are they doing OK and a lot of other realtor's and loan originators have thrown in the towel and gotten out of the business? The answer is simple.

Those that are making a living today have developed relationships with the right people and know how to maintain those relationships. I've seen loan originators and realtor's that just sit behind their desk staring at the phone wondering why it isn't ringing. Or, when the phone stopped ringing they eventually figured out they needed to go out and sell but didn't have any relationships developed so they were trying to do it too late.

I have talked to a few successful realtor's and originators recently who all say the same thing. They developed relationships during the good times and maintained them so that when the market took a down turn they had people that knew them and trusted them and kept the referrals coming. This same principle is true in any type of business, not just real estate.

What are you doing to develop relationships in your business? Have you identified those people that are important to your success and what are you doing to build and maintain those relationships? It could be key customers, vendors, suppliers, referral networks or other sources that are key to keeping your business and income from taking a tumble when a down cycle hits. Remember, there will almost always be a market for your product, but if the market gets tight or shrinks, like the current real estate market, then strong relationships will get you through every time.

Post a comment and let me know how building strong relationships have helped you succeed.