Getting new customers a sales process primer: A training manual, addressed to new business development executive recruits in a technology

y company.

This is a training manual for the business development executives to understand if their sales strategy is aligned with how their customers make their purchasing decisions. We need to understand that we should be able to create value for the customer through our selling activities that create value for your customers at each stage of their buying process. It all has the fundamental around the following figure, fig1:

Customer Pain Points

Key Competitors

Decision Criteria
Fig1: The main process for the sales process In a technology firm it is far easy to let the selling strategy get weighed down by procedures and techniques. It has been repeatedly seen on many account strategies collapse because they become so complex that salespeople forget the basic fact that decisions are made by people (the customers). All peoplewhether influencers, decision-makers, purchasing agents or evaluation committeesprogress through discrete phases when they make decisions. Therefore, understanding these stages and methods to influence them will help in finding it easier to form practical account strategies that move sales forward. Effective selling always begins with an understanding of how the customer buys. For an organization the sales improvement initiatives have at their core the buyers perspective embodied in the Buying Cycle. To understand if we are going in the right direction at any stage, we need to check the following fig2:

Phase

People
Position Problem Process

Fig2: Important aspects of sales to be in the right direction

To understand the complete cycle of the buyer we divide it into six stages and describe them in a sequential order as follows: Stage1: Changes over Time: In this phase, the customer has still not recognized a need for change. This primarily deals with making the customer realize that on implementing what is being offered how the business can grow and profits made. We as Sellers (and their marketing departments) can help jump start the buying process by delivering provocative and compelling prospecting messages that help buyers appreciate potential challenges and opportunities.

Stage2:Recognition of Needs: This is where we can actually cash on potential buyers who have become dissatisfied with their existing situation or solution and they begin to realize a need to solve a problem or exploit an opportunity. This is an opportunity for us as a seller. Here our role of the seller is to uncover the source of dissatisfaction and increase the buyers perception of its intensity and urgency. This will help the customer place an order as soon as possible and would value the solution provided appropriately. Stage3:Evaluation of Options: This stage comes once the customer has agreed on the need for change, buyers then start considering alternatives for resolving their dissatisfaction. Here, we as the sales professionals job is to help buyers understand how our organization can best address their needs. To become an excellent seller we influence the criteria used by the customer organization in order to evaluate competing vendors in our favor. Stge4: Resolution of Concerns: After this the clients tend to shortlist a vendor for the service required, however, before signing the contract they will assess any associated risks and consequences. Here, we as sellers need to help them understand al the terms and conditions listed and get them have a clear picture of the service and the agreement. Sellers need to uncover these concerns or fears and help resolve them. Stage5:Decision: This is the stage when all the effort is finally put down onto paper and the deal is agreed upon and the contract is signed. This is the stage which helps the customer and the organization finalize the deal. Stage6: Implementation: After the sale is made, the customer organization introduces, installs and tests the sellers solution. Here the customer expects to receive the value promised by the seller and to realize a return on their investment. The sellers responsibility is to help the customer adopt the solution and overcome any implementation challenges. We need to continue to support and help the account after the sale has been made. Here during this phase there are a lot of interesting sales opportunities. Stage7: Changes over Time: The cycle does not end just because the customer organization is implementing a solution. Inevitably, there will be changes in the accountcontacts may turn over, company strategy may change, reorganizations or mergers may occur. Each of these changes offers opportunities for us as sellers to strengthen the relationship by helping buyers anticipate and address additional problems and opportunities. Hence, if we understand that by following the above stated process we can leverage upon our understanding of the client along with our product or service features. This helps us in a better sales output or target achievement and also makes it clear that there is not one single meaning of business development. Each level has its own focus and requires different competencies, skills and backgrounds. This all helps us in understanding that whom we are talking or whom should we be talking to. Each department in a company has a culture and mindset that needs to be understood before going for the sales. This also helps in knowing the selling points better and the arguments that need to be put forward to the customer. Thus this helps in them understanding that it can impact the business and bring advantage to those who watch out for economic benefits. Thus the sales team needs to be ready with 4 types of people and departments within companies they visit in their technical sales.

Economic -budget approval

TechnicalPerformance and advantages

Managersupervisor

Technician-a hand on person

Fig. 3 Types of people and departments within organizations Lastly they need to understand that needs as perceived by the customer and the culture and operating style of the company will be essential to understand in order to be successful in technical sales.