Sales experts agree that when you "assume the sale," it can be a powerful tool for increasing sales performance. When a B2B salesperson thinks positively throughout a presentation – continually envisioning that the sale will be made – this positive feeling projects to the customer and helps facilitate the purchase.
The best thing a salesperson can do is take on the role of consultant. In other words, don’t maintain an attitude that the customer needs to be persuaded, assume that the customer needs the products and needs reinforcement as to how your products will solve their needs.
Consultants don’t sell; they advise, strategize and help a customer economize. Throughout the process, the “consultant” on recommending/selecting what will best serve the customer. A consulting salesperson becomes an integral part of a customer’s operation, helping guide the purchase of products/services vital to that customer’s business.
Assuming the sale throughout reduces the importance of closing techniques because, in effect, the entire process becomes a "close." However, even if the consultative salesperson has established models, quantities, pricing, etc., some final closing to the sale is usually required.
Taking a consultative approach to selling almost always allows a salesperson to achieve a long-lasting relationship with the customer. Clearly, this is an ideal situation and can result in ongoing repeat sales.
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– Source: Tire Review Business Toolbox