In sales, every dialogue can be uniquely challenging and rewarding. At the heart of it, though, lies one constant - the art of persuasion. 

In this article, we'll dive into a stimulating encounter I recently had while providing sales training to a retail company. Our journey unravels a transformative approach to sales, revolving around consistency, the persuasion pathway, and the importance of controlling milestones. Let's embark on this insightful journey that redefined the sales process for a team selling a luxury, "nice-to-have" product - home customized lighting.

Realizing the Value of Consistency

One of the major lightbulbs that went off for the team during this training was recognizing the need for a consistent sales process. This doesn't mean having a process handed down from management that often gets ignored. Rather, it refers to having a winning formula and sticking to it, much like baking where precise measurements and timing are crucial. On the other hand, many salespeople prefer a cooking-style approach, tossing together ingredients and hoping for the best.

The Authentic Persuasion Pathway

The Authentic Persuasion Pathway, which I shared with the team, offers a five-stage framework for moving a prospect from their comfort zone to finalizing the purchase, accepting potential risks associated with buying the unfamiliar product.

This concept reframed their understanding of selling from winging a sales pitch to following a process. It allowed the salespeople to use a shared language, promote accountability, and most importantly, maintain some sense of control over the sales process.

Controlling the Milestones

You can't script every interaction in a sales conversation. Instead, the focus should be on hitting certain milestones or stages consistently, rather than attempting to control every interaction. With this approach, the goal for each stage became clear, providing a roadmap for how the conversation should advance.

Personalizing the Process

Unlike a rigid sales script, the Authentic Persuasion Pathway allows salespeople to implement their tactics while observing the overall blueprint. The framework removed the pressure to control everything and narrowed focus to controlling stages and milestones. This allowed sales outcomes to be more consistent, especially within a limited timeline.


Conclusion

In conclusion, understanding and implementing a consistent process in your sales approach can significantly improve returns and sweep away much of the complexity in selling. The key to success lies not in completely scripting the conversation, but in controlling the milestones effectively. It's not always about making sales easier; it's about making it simpler, with a clear pathway to follow, leading to marked improvement in results. Remember, the process to mastery involves consistent execution and continued refinement.

If you want help ensuring you are tracking the right sales metrics as a way to support your sales team to victory, email me at jason@cutterconsultinggroup.com or use the CONTACT Form to set up a time for us to talk.

Ready to become an Authentic Persuader? Buy Selling With Authentic Persuasion: Transform from Order Taker to Quota Breaker

Want to talk about ways Jason can help your sales team? Email jason@cutterconsultinggroup.com

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