10 Steps to a Perfect Sales Process

Creating an effective process in your business in which you can generate sales is a must. A really effective sales process will highlight the benefits of your products or services to the right market at the right time and convince the audience of their need for what you offer.This can be a tricky process and some businesses don’t understand how to properly communicate with their audience.However, there are 10 steps which you can follow in order to develop a good process to ensure your message will be received effectively by your target audience.

Step One: Segment the Market

Not everyone who you communicate with is going to be interested in the products / services you have to offer. Some of those who might be interested in your products are unlikely to be interested in all of the products; they may just be interested in products complimentary to those they have previously purchased.

Identify and determine different groups in your audience, and this will enable you to tailor messages effectively to appeal to each group’s specific needs and desires.

Step Two: Identify the Problems

Consumers don’t just purchase a product because they’ve seen it – they purchase something because it fulfills a need or solves a problem. This problem may be a simple recreational need or it could be necessary. Identifying the need allows you to focus your message by directly dealing with the issues at hand.

You should look at the identified groups separately. Each consumer group you identified in step one islikely to have a different problem or need. Therefore early identification of both the individual and the need is essential to generate the best results.

Step Three: Identify the Features

Any product or service will have a set of features which are unique. Identifying them is a key component in any sales process as many customers are likely to want to know these. This is especially important with technical products such as electrical equipment.

Step Four: Identify the Benefits

Although features are important, so are the benefits. Customers want to know how your product / service will benefit them, so highlight the most important benefits to increase the chances of a sale.

Step Five: Ask SPIN (Situation, Problems, Implication, Need) Questions

When you are faced with a customer, you want to initially spend the time listening to them. By asking them questions on what their current situation is and what problems they are encountering you can have them recognize their need for your product or service without much guidance from you – making your job easier.

You can tailor each sales speech to directly solve the consumers’ issues by presenting the relevant solutions and benefits to the consumers.

Step Six: Provide Proof You and Your Product Can Deliver

Today’s world is full of reviews and it is an important aspect of any consumer buying decision. Yet proof you can deliver doesn’t need to be just customer reviews (which are largely consigned to online stores). You can provide evidence of your product’s quality with industry awards or professional body memberships.

This step reassures your target audience you have the skills, talents and expertise to deliver on your promises. This in turn makes it much more likely the consumer is going to buy from you.

Step Seven: Show Costs and Benefits

Everyone wants to know what the cost will be, but if you tie up the costs directly with the benefits you can offset the former. For example saying the product will cost X amount but will save Y amount of time and improve quality by Z%, will encourage the consumer to concentrate on the positives rather than the cost.

Step Eight: Provide Guarantees

A guarantee enforces your belief the consumer will be happy with their purchase. Ensure you give a guarantee in your sales pitch to catch their attention and demonstrate your trust in the product.

Step Nine: Close

No sales process should be without a close. Closing the deal is essentially when they sign the contract or commit to buy the product. Using positive speech and mentioning you are taking the steps together is a good way to positively encourage the consumer to take the final step. For example, ‘are you ok to move forward?’ or ‘when would you like to start?’ are both re-enforcing the element of cooperation rather than placing the onus on the customer.

This will increase the final uptake.

Step Ten: Process

Your final step should be to process the order through your billing system. This may take place after you have done some work (which would form part of the process) or it could take place immediately. The important aspect of this step is to make it very easy for the consumer with limited blocks or parts of the process which allow for ‘transaction abandonment’.


This ten step process should help you and your sales teams convert more of your prospects into customers. Following a set line of procedures helps to standardise the service every customer receives but also allows you to easily make improvements to the sales process.

So employ this 10 step process and see the benefits in your bottom line.

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