Substituting the word guest for customer can transform our perceptions of the people who pay our salaries. A customer is someone who makes a purchase. A guest, by contrast, is someone whose arrival we anticipate, who we welcome with open arms.
I would like to introduce you to the GUEST model of selling, a five–step sales process that goes beyond word substitution and helps you take control of the sales process, resulting in more satisfied guests and increased sales.
1. Greet your customers.
2. Uncover their needs and wants.
3. Explain the product or service.
4. Solve their objections.
5. Tell them to buy.
Many sales–based organizations have their own sales model. The GUEST process is designed to fit into most sales cycles, as the five GUEST steps are crucial to successful selling. Many salespeople are reluctant to use a sales structure, offering such reasons as
You can’t follow a structured process…Customers just take control of the sales process…It takes too long to go through a process like this…I’m too busy…I’ve done it my way for years and I’ve been successful.
The excuses I’ve heard from salespeople could fill a book, but the GUEST process does work. Ultimately, you need to take control of your sale.
If you don’t, your customer will, which is what happens in approximately 80 percent of all sales transactions.
Here’s a typical sales story. The customer is considering the purchase of some new printing equipment, and the salesperson launches into a canned pitch about the press’s features and specifications. The customer asks questions and expresses objections, which the salesperson attempts to answer. The customer departs, saying, I’ll think about it. Why didn’t the salesperson get the sale? He or she…
…didn’t ask the customer any questions about his printing needs and requirements.
…delivered a rehearsed presentation instead of focusing on the customer’s needs.
…did not gather sufficient information to overcome the customer’s objection.
…did not give the customer a reason to make the purchase.
The GUEST approach addresses each of the above issues by concentrating on the process rather the outcome. Too many salespeople focus only on closing the sale, resulting in desperate–seeming attempt to get customers to part with their hard–earned money. These customers feel threatened, manipulated, coerced and often don’t make any purchase at all.
In contrast, if a salesperson concentrates on the process, the customer will be more relaxed, feel more comfortable, and will be more likely to buy. In my workshops, I encourage salespeople to pay attention to their customers instead of focusing on closing the sale. This runs contrary to most sales training, which emphasizes closing the sale or dealing with objections. My philosophy is that the sale will happen when you combine all five components in a relaxed, comfortable manner.
During the sales process, the average salesperson spends the bulk of their time in a passive role—waiting for the customer to ask questions or responding to objections. Instead, the GUEST model suggests that the salesperson ask questions and seek to learn about the customer’s needs and wants. Some examples could include:
What type of press are you currently using?
Tell me about some of the projects you work on…What challenges are you experiencing with your existing press?…What specific features interest you and why?…What are your concerns about buying a new machine?
By adapting your sales presentation to the needs of individual customers, you can eliminate many of your customers’ objections. Unfortunately, most salespeople skimp on understanding their customers’ needs and thus end up with more objections to overcome.
A business acquaintance of mine works in advertising. When I approached him to produce a training video, he asked me questions about what I needed and wanted in a video. Because he took time to learn about my business needs, I immediately saw the value in this $45,000 investment. I didn’t object to the cost, because he demonstrated the value of his proposal as a solution to my needs. He positioned himself and his company as a problem–solver and a solution–provider.
Stop treating your customers like a paycheque and view them as guests in your business. It may seem awkward at first, but you will soon notice a difference in the way they respond to you.
Kelley Robertson, President of the Robertson Training Group, works with businesses to increase their sales and motivate their employees.
www.RobertsonTrainingGroup.com
