Sell by Caring

Facilitation may seem like an odd word to apply to the sales process yet it makes perfect sense. To facilitate a conversation is more than listening or leading the discussion.  There is a continuous cycle to facilitating, consider these 4 steps:

• open with a question,
• hear what is said
• integrate it into the topic
• move the conversation forward

Now incorporate a definition of facilitate:

To make something easy or easier to do.

Isn’t this our goal?  Move the discussion forward creating a continuous process, while making it smooth and easy for the client or prospect.

Let’s break down the steps of facilitating the sales process:

• First step -ask a question

The key is to be prepared and know your product or service inside out.  Be aware of what information you need so you can ask questions to gather vital details.  Caution – don’t prejudge or determine your prospects needs.  Often they are different than we think and our level of priority may not be the same.  Open is the keyword here – in the questions you ask and in being open minded of the information you will uncover.

• Next – hear what is said

After you ask the question have a blank slate and truly listen to what they have to say.  Take notes and mark the details you need to clarify or items that need further discussion.

• Integrate it into the topic

This involves pulling out the items which were part of their answers that you want to delve deeper into.  Keeping this process conversational requires skill and control.  We don’t want to interrogate by continuing a series of questions.  Instead we want a flow that is comfortable and provides us with information to either continue to qualify the prospect or to verify that our product or service is a good fit for their needed solution.  It is up to the sales professional to shift the focus to the information needed for qualifying rather than the topic the prospect is interested in pursuing.

• All the while, moving the conversation forward

You are gaining information, building rapport and determining if this relationship has a future in an easy back and forth.  You want to uncover “is this is a viable prospect” early on.  If you are prepared and know what information you need, it makes this process go smoothly and efficiently.  Continue to ask questions in a conversational way until: you determine they are not a viable prospect, they get antsy, lose interest or your time is up.  If you are sensitive to your prospect and really listening, you will know when it is time to end the meeting.

Facilitating makes something easier.  When this skill is mastered the conversation goes smoothly, the prospect is comfortable and feeling connected to the sales pro.  All the while the sales pro is gathering information that enables them to move the process forward.  In those cases where this isn’t a good fit, qualifying is done quickly and both parties can move on.

Facilitation may seem like an odd word to apply to the sales process yet it makes perfect sense.

Do you facilitate discussions with your clients or prospects?

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