CHAPTER 4

The Sales Process

Align with the Buyer

Sales is like a dance; you and the customer take the same steps. The successful salesperson is not afraid to take the lead, or step on a few toes.

—Dave Monty

To start to define the sales process, let’s start with the end in mind. Ultimately, you want the customers to use and gain value from what you sell them. However, you must win the sale the sale first. So what do you need to win a deal?

  • Pain. Every sales process revolves around the concept of pain. Without pain, or need, there is no order. Throughout my career, I have learned that a compelling event is more important than mere pain. A compelling event is pain with a time element. This is the best type of pain because it makes predicting ...

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