The Multi-Step Sales Process
SS-F—We have a client who sells waterfront property in a gated community in the same market. The amenity package is very high-end with golf, trout fishing, boating, a clubhouse, you name it. The price is high—you can spend over $1,000,000 just for a lot! And there are expensive memberships and dues, too. You can't understand it all with just one visit.
The client uses a programmed 16-step selling system. It starts with media, direct mail and referral lead generation, then goes through 16 programmed steps to get to the close. The client is convinced that if even one of the 16 steps is left out, the sale cannot happen.
Are they right? I think so.
Let's assume you are selling waterfront property in Las Vegas. In a market with very nice properties selling for $50,000 to $100,000, would you tip a $1,000,000 price when the customer walks in the door? Wouldn't you hold back price information until the customer fully understand the selling proposition and what it's like to live there?
They do. They typically tip the $1,000,000 price in step 14 or 15 (and after four or five visits to the property) in their 16-step selling process.
This is an example of how to use a Reveal Strategy to build your telemarketing and fulfillment systems. The two key questions that drive any Reveal Strategy are:
• What do they need to know?
• When do they need to know it?
When you answer these two questions properly, your "back end" strategy is nearly defined for you. Who knows this information? It's not the customer. They will always tell you, "just give me the facts, we'll make the right decision." And that's not usually true.
The best person to tell you how to build a good Reveal Strategy is the sales force. They know what information is required—and when it's required—to close the sale.