There are five buying decisions prospects make before they purchase a product or service. Most importantly, they want to know: "What will it do for me?" This question must be answered for the sale to occur but salespeople must first understand what buying decisions are. Since prospects make judgments about the salesperson, the company, the product or service, the price and the timing, you must understand how these decisions are made in order to address them.

There are seven steps that parallel the five buying decisions. This seven-step procedure has been field-tested and is adaptable to your own personality and the specific product or service you sell. Each step focuses on serving your prospects with integrity, using persuasion, not pressure. When your prospects ask, "What will it do for me?" what they really want is someone trustworthy who will serve their needs. Following this procedure will help you be that person.

Approach
Sell yourself - your professionalism, your integrity, your trustworthiness. Wear a sincere smile, use positive language, use their name, compliment them and listen to their needs.

Qualification
Maintain the rapport established in the Approach step as you shift your focus to the specific reason for your call. In this information gathering period, determine if the prospect has a genuine need for your product or service, if they are the decision-maker and if there are adequate funds available. Qualify the person as a genuine prospect by asking open-ended questions to uncover their needs.

Agreement on Need
Summarize the information you gathered in Steps One and Two to ensure that you and your prospect are in agreement. Your prospects will buy not because they understand your product or service but because you understand them. You must determine their specific needs and demonstrate that you grasp them.

Sell the Company
Your prospects' second buying decision is about your company. Does it operate with integrity? Will it perform as promised? Focus on the key points that distinguish it from the competition. Familiarize your prospects with your firm, its products and reputation.

Fill the Need
Show your prospects how your product or service fits their needs precisely and the value they’ll receive for their investment. Ask questions to uncover their fears, uncertainties or doubts. It is crucial to unearth all of all concerns prior to discussing price. If objections surface later in the sales cycle, they’ll threaten your sale.

The Act of Commitment
It’s now time to ask for the order. If the prospect is qualified, summarize the features and the benefits you agreed on, quote the investment and ask for the order. If an objection arises, acknowledge it with a statement like, "I see," "I understand," or "I can appreciate that." Re-establish areas of agreement by citing three features they liked, add an additional feature then ask for the order.

Cement the Sale
Salespeople often think their job ends when they close the sale. Really, it's only beginning. Each sale you close is an opportunity for new business so Cement the Sale with your customers by developing a summary statement to review the wise and intelligent reasons for their purchase.

To be effective, these steps must be followed in this order because your prospects' five buying decisions are made in a precise, psychological order. The seven steps are designed to carry your prospect through this series of decisions in that same order. Out of order, the seven steps aren't very effective and unlikely to produce a sale. They will only result in a confused prospect and a frustrated, self-doubting salesperson.