Saturday Morning Sales

Kevin Latchford


Control Your Sales Process - February 9, 2019

Who is in control of your sales process? Is it you or your prospect? Why does it matter so long as you get the close?


The answer to the last question is the most important and drives the answers to the other two. Absolutely, it matters who is in control even if you get the close, because it will set the stage for all remaining deals to come. And, if the prospect or customer is in control, well then you are not and that is a big problem.


Who chooses the delivery dates for your products or services? Who sets the price? Who chooses the payment terms? I must implore you to remain in control of your sales process. Certainly, there are negotiating factors that come into play, such as discounts on shorter payment terms, but those discounts must be offered by you and not just given to the prospect or customer upon request. 10NET30 may not be a setting in your accounting system, so how will you account for this discount if you cave and give it to the customer? What if the prospect is putting a lot of pressure on you to start the project next week and you say yes? Doesn’t do you any good if your project team is already booked out for the next two weeks. You gave in and said yes to a request that you had no control over and now you must either convince your team to make an accommodation in their schedule or you need to ask the customer for forgiveness in that you cannot actually start their project for two weeks.


Being in control of your sales process does not mean you need to be hard-nosed throughout the entire engagement. Nor does it give you license to be a cocky jerk with a “my way or no way” attitude. Being in control simply means being transparent. Your price is your price. Your terms are your terms. You can start their project as soon as your team has availability in their calendar. Your customer will buy from you if they believe you are the best fit and will appreciate the honesty and transparency of your sales process.


Being in control also means that you are in control from day one. There is no reason to work through the sales process in shadows up until the closing process only then to become transparent with your prospect or customer. In other words, be as open, honest, and transparent on the first day or the sales process as you would be asking for the signature or PO#.

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