The Multi-Step Sales Process
• Customers understand price-value relationships and can make decisions quickly. Often price is introduced very early in the selling process.
• Since customers have the information and the price, the sales representatives can move toward the close more quickly.
• Therefore, the number of steps required to close a sale are relatively few.
• Buyers may not know who they are. This makes qualifying much more difficult. Often much or all of the product presentation must be made before prospective buyers know whether or not they are qualified to make the decision.
• The fulfillment materials may not be able to discuss features, advantages and benefits properly since we do not know what information the customers need to make a decision. So the fulfillment system is often multi-step, using a Reveal Strategy to give them the right information at the right time. The system is often modular, so specific objections can be handled without telling them too much and creating additional objections.
• The customer doesn't understand the price-value relationships. Often the fulfillment and telemarketing systems must spend a great deal of time and money training the client to understand the product's promise. This often delays revealing price until very late in the selling process since clients cannot make a price-value relationship in your favor until they understand what the product can do for them.
• The customer's lack of knowledge and ability to make a positive price-value judgement often creates very long selling cycles.
• Therefore the number of steps required to close a sale can be many and costly.
Let me give you an SS-E vs. SS-F example for the same product: real estate.
SS-E—In a Southwest desert community, the "typical" building lot goes for $50,000 to $100,000 in a nice neighborhood. The selling system is simple. The sales representative drives you around until you see one you like, you yell "stop," jump out and look. If you like it, the representative takes the order. They have lots of inventory, the price is "at market" and the product complexity/utility is easy to understand, so the selling system is simple.