Back to basics on getting a new customer

Many companies appear to assume their sales process is like buying an ice-cream. The steps in buying an ice-cream are real simple. It’s hot. There’s a shop. Open fridge. Agonise over choice of Choc-Ice or Magnum. Moan about cost of said ice-cream at till. Consume.

There is another one – more my style, in fact: see Mr. Whippy Van. Or better still, here the cheesy music, and think about running after the van like I did when I was a kid. Ask for a ’99’. Hope they are adhering to HAACP rules. Eat ’99’, providing it does not melt over your hand, or worse still, fall on the ground, leaving you with an empty cone.

Unfortunately, not all decision-making processes are like that. In fact, most are not.

However, looking at most companies sales processes, it would appear that this two or three step process is what is expected of customers. And, in turn, blame their sales guys on their inability to close deals more or less immediately.
So, here is my six-step back-to-basics for building new customers:

  • Think: A sale should not be seen as a results of single ‘event’ or an ‘act’, but a process
  • Never assume: Do not believe that a prospect will respond to a single sales step, such as an email, or a phone call
  • Structure: A structured sales and marketing sequence is required to be put in place, and understood.
  • Sequence: Build a sequence is based on step, building on the one before it.
  • Discipline: Bring people down a road, where each step is a baby step to build rapport – have the discipline to think about NOT getting the deal on the spot.
  • Imagine: Visualise a sales funnel to show the step changes to get the company or individual to act, be it buy the course or become a member


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