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Anatomy of a Sale

Examining the buyers path from greeting to ownership

Kirk Chittick

on 17 August 2013

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Transcript of Anatomy of a Sale

Hi There!
You need to greet everyone
How is your greeting?
How many different ways are there to meaningfully greet someone?
Once you "Connect" it's time to start
a conversation and exchange information.
Don't interrogate! Make it a dialogue.
What do they need?
What are they looking for?
What is on their "List"?
What is their 'Why'?
Your emphasis needs to be on helping them
make the best decision - for them.
Don't sell - help
Your product has a lot of
cool features and benefits.
How do you know which ones
to talk about with the customer?
HINT: You don't. Unless you
know what is on
the Buyer's List (their 'why')
Things are only a benefit IF they are a benefit to the customer
Hey, nobody likes EVERYTHING!
The purchase decision is always a compromise.
There are always trade-offs.
Trust your instincts
Don't argue
Don't minimize
There is a difference between objections that you have an opportunity to overcome & conditions that you do not.
In the beginning...Align your intention with the buyer.
'Critical Path' is a road map to show you where you are in the buyers process.
It's their critical path. It's about them - not you.
You're only the guide to get them where they want to go.
Whatever you say...mean it!
What can you come to agreement on?
A contract?
A next appointment?
Some research you need to do?
Don't fear the close.
What is the next step?
If you are doing what is best for the customer then 'closing' is just another step in the process. If you are convincing, persuading,
pressuring, controlling or using tactics -
then you have trouble here.
It's a be-back world - how are you going to continue to connect with your customer?
Enable you to travel the map with the buyer.
You'll arricve at each destination,
usually not in the same order each time,
but you'll need to make each stop if they are going to buy.

If your goal or intention is to make a sale,
then the buyer will retract from you and it will be almost impossible for you to have the conversation that enables the journey each sale needs to take to end successfully.
EVERYBODY buys for
their own reasons, they have
their own list,
their own why -
How important is the issue they raise?
Resolving Issues
Skill Development
Let's think of some examples
The days of Speed Presenting
"Show up & throw up"
have to be gone forever.
Thank goodness.
and you need to find out what they are
Let's get started!
Not to or even for... with

What are some questions 1.
you can ask that will help you 2.
get the information you need, help 3. them trust you and help you 4.
help them? 5.
Let's Rehearse
Why have your last 5 buyers bought? What was on their list?
Knowing about your last 5 buyers -

how will you change your presentation for the next one?
A few thoughts on choice...

How many choices do you want to offer your customer?
How many is too many?
How many is not enough?





Follow through
your reasons are a distraction

How do you know?
1. Listen patiently
2. Feed it back for clarity
3. Question to determine importance
4. Answer
5. Move on "By the way..."
Anatomy of a Sale
The Map...
Full transcript