Sales Tips - The first 3 steps in the sales process

Business happens when sales are made . . . and there is no business when sales are not made.

Selling is basic to the growth of any company - yet the word can terrify those who don't see themselves as salespeople. But sales, or the art of selling, is simply a way to persuade a customer to purchase what you offer.

I also discovered that customers don't just buy the product or service you represent - they buy you! So if you're not a natural-born salesperson, or you want to avoid becoming "slick", relax and be yourself.


In my career, I've spent more time writing and marketing than selling. But when I started my own company I had to learn how to sell web design to small businesses and recently I spent nearly a year and a half selling roofs to homeowners for the Home Depot.


Since we only had 3 inches of rain in Southern California this past winter, I'm back in the world of marketing, web development and writing. My position with Home Depot, and my previous business where I had to generate sales, taught me about the entire sales process.

Here are the first 3 steps - and perhaps the most strategtic steps in the sales process:

#1 Generating leads
I like generating leads and setting appointments. Salespeople who insist their company provide them with leads are missing out on chances to build new friendships and earn new referrals. It gives the salesperson a chance to qualify or have slightly more control in selecting the prospective customers.

But it does take time, energy and focus.

#2 Warm-Up
How long the warm-up takes is entirely up to the customer - and the questions you ask.

In the world of business to business selling, your initial contact with a prospect (that word sounds too clinical for me) and the warm-up may be at a chamber of commerce meeting. Or it may take place over several phone calls. If you meet them in their office, try to find something to remark on - a fountain in the lobby, a picture on their desk. Take a genuine interest in what they have to say.

When selling to homeowners, ask them about anything but not the product you're selling when you first arrive. How did they choose the neighborhood? Who's in the picture on their wall? What do they enjoy most about their dogs? What do they like about the plants in their flower bed?

Be sensitive to their time and when they're ready to end the conversation. Don't be in a hurry. A warm-up may take 5 - 10 minutes or it could take an hour. People like to talk about themselves and they like someone to take a genuine interest in them.

#3 Assessment Questions
When you engage in a natural conversation based on a warm-up, it can put you both at ease. Listen carefully during the warm-up and either you or the customer will move into discussion of the product or service you're selling.

You can sprinkle in various assessment questions during the warm-up and as you get ready to move into the product and company presentation.

I've added questions for both business to business sales and business to consumer:

How long have you owned your home?

When did your business first launch?
Tell me about some of your challenges and successes?

How long have you thought about the product or service?

What is important to you in a company changing your roof, developing your web site, painting your house, building your database?

Have you used a contractor before to do home repairs?

Or were you pleased with another web firm who originally developed your site?

Have you tried to contact them recently?

How is your schedule today?

Is there anyone else involved in making the decision?

If someone else is involved in making the decision then make a great presentation and offer to come back when the other person is available. Don't give away the price at this point.