The sales process has taken on almost mythical status, with consultants and presenters around the world promising that they alone have the best trick for consistently closing sales. While their hacks and tips may be helpful, success starts with a solid foundation—in this case, the five-step sales process.
What is the 5-step sales process?
The five-step sales process is a simple, linear approach to selling. The first step of the sales process begins with initiating contact with the client and the last step of the sales process ends after a salesperson closes the deal. While different salespeople and different products may necessitate a more detailed or uniquely tailored process, the five-step sales process provides a strong foundation to work with. Once you’ve mastered the process, it will be much easier to adapt your sales approach.
Using a five-point sales process takes the guesswork out of sales. If you have a defined process, you never have to worry about what to do next. And you’ll be able to easily adjust your methods if you notice that your sales process consistently stalls at the same step.
What are the 5 steps of the sales process?
You can always customize the steps as necessary, but begin with these five key points of the sales process:
1. Approach the client
What is the first step in the sales process? The nature of the approach varies according to your sales method—for example, you’ll never so much as see your client in phone sales, whereas you’ll want a firm handshake ready for in-person sales—but this first step is all about building a relationship.
Begin by introducing yourself and explaining why you’re contacting them. You might remind them that they indicated interest at a conference you both attended or note that someone else referred them to you. This explanation puts you both on the same page.
Use this first step to make a good first impression. Look for opportunities to connect with the client, such as discovering a mutual interest. Be positive and genuine as you initiate conversation. You want the client to feel comfortable talking with you as you enter the second step.
2. Discover client needs
The client should do most of the talking in this step. You should ask questions that will help you understand them, but ensure you spend your time listening rather than thinking of what you’ll say next.
Use questions that encourage the client to talk about the problem they’re having that your product can solve, but don’t bring up the product yet. Try to get them to talk about their motivation for fixing the problem, other solutions they might have tried, or concerns they have about potential solutions.
You should also ask questions that will help you anticipate objections. Do they have a budget? Are there other constraints you should know about?
Ask follow-up questions as needed to clarify. At the end of this step, check for understanding. Tell the client what you understand their needs to be and ask for verification. If you’re on the same page, then proceed to the next step. Otherwise, continue asking questions until you understand.
Lucidchart can help you visualize and easily verify the information that a potential client has given you. For example, McClain Smith from the Lucid sales team used Lucidchart when he sold video interviewing software. He diagrammed the client’s current interview process as they explained it—and the client could immediately see he understood. Then McClain created a new diagram to show how the process might work if the client purchased the software.
