Sale of a complex product or service requires a good model. I have created a simple mnemonic to help remember the essential elements of my own sales process.
Good sales consist of five primary elements
Personal - understand what motivates your buyer.
Attention - Get their attention based on their motivations.
Conversation - the informal exchange of ideas + establishing rapport with them.
Education - making our product easy to understand and memorable for them.
Decision - Getting a decision towards our desired outcome.
PACED is built on the platform of solid prospecting and Marketing work. It should be applied in all sales work, from cold-calls to collaterals.
Person Prep (before making contact)
- Business is always personal: it's about who can make it happen.
- Know who you're dealing with - what's their role, where have they worked, what interests have they expressed online
- Find out if you have shared connections e.g. on LinkedIn
Attention (first online/phone contact or introduction)
- Make your first impression targeted, relevant, and distinctive, and PERSONALised
- PAY Attention to what will grab them, the language they use, typical problems they may face.
- Arouse CURIOSITY at this step.
Conversation (first meeting or follow-up call)
- Develop their curiosity
- Ask good questions
- Discover their needs
- Uncover latent pains
- Seek first to understand, then be understood.
- Finding a simple way to describe the product. (The great educator is the man who can make complicated things simple).
- Educational aids to make it more memorable (e.g. a demo)
- Use descriptive, multi-sensory language.
- Make it easy to remember our primary Features, Advantages, & Benefits. Use Mnemonics (something that assists the memory)
- Involve them.
Get a tangible, positive decision (to buy, sell, meet etc.).