One of the main causes of not being able to ‘close the deal’ is that you have not sufficiently ‘Built a Cause for Change’ in the customer.

Why should the buyer change!

Firstly, you’re an unnecessary irritation in their day. Secondly, you’re surely not the first call they have had today from a salesperson to buy something & thirdly, they are quite comfortable with their current supplier.

We, as salespeople need to understand that throughout discussions with our customer, we need to be building on his need to change from where they are to where you need them to be. That is a step by step process that takes place over a few meetings or sometimes can be within the space of a single face to face call. We need to make buyers ‘constructively discontent’ with their present situation. The watch word here is ‘Process’ – sales is a process and the better we understand that process and where we are within it, the more effectively we can strategise to move the customer onwards. Successful selling is about understanding the sales process and a structure of the selling skills we need to learn & practise to build that ’cause for change’