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Although the definition of a sale is simple enough, the process of turning someone into a buyer can be very complex. It requires you to convince someone with a potential interest that there is something for them in making their interest concrete – something that merits spending some of their hard-earned money. The Sales Fundamentals workshop will give participants a basic sales process, plus some basic sales tools, that they can use to seal the deal, no matter what the size of the sale. Your participants will become more confident, handle objections, and learning how to be a great closer.

Glossary of Common Terms

  • Close/closing. The second to last step in the sales process. In this step, the salesperson encourages the customer to sign the order. In the past, salespeople often became pushy at this stage, but customers are more sophisticated these days and they don’t respond well to aggressive attempts to close a deal.

  • Cold calling. The first phone call made to a prospective client. 

  • Customer relationship management (CRM). A system for managing the entire sales relationship with a client. Computerized CRM systems record all customer contacts, purchases, returns, etc.

  • Decision maker.  The person in an organization who has the authority to agree to a sale.

  • Networking. An increasingly popular method of finding prospects based on referrals and introductions.

  • Prequalifying clients. Determining if potential clients are actually worthwhile prospects.

  • Qualifying clients. The process of getting to know potential customers — who they are, what they do, what they need.

  • Sales funnel. A pattern that describes the conversion of prospects into sales. Many prospects enter the funnel at the top, but only a few are converted to sales. (This analogy is actually flawed because in a real funnel everything that goes in the top comes out the bottom.) The term “sales pipeline” has a similar meaning.

  • Warm calling. Calls made after the initial contact with a customer, often in response to a call from the customer.

Performing a Needs Analysis

  • Information.You might be able to act as a consultant to a client, providing information about the latest developments in your field.

  • Training.If you provide a product that requires some training, make training part of the package.

  • Financig. If your company does not provide financing, put the client in touch with banks that do.

  • Community. Communities often grow up around particular products, especially high tech products. Introduce clients to users groups or trade organizations.

  • Personnel. You probably know a number of capable people who are thinking about changing jobs. Helping a client find skilled employees can benefit everyone involved. If the people you recommend are hired, they will become some of your strongest advocates.


  • Specific: Goals should have specific instructions. 

  • Measurable: It should be clear when goals and objectives are met. 

  • Attainable: Impossible goals are not motivating. 

  • Realistic: Goals need to be something people are able to work towards.

  • Timely: Goals need specific timeframes.

Common Sales Approaches

More on the three approaches discussed in this activity:

  • Consultative approach.This is a long-term approach to sales. It may not lead to sales right away, but by building a relationship with a client it aims to create sales opportunities in the future. The more you learn about a client, the better able you are to understand the client’s wants and needs. The danger with this approach is that you may spend a considerable amount of time building a relationship and then having nothing to show for it.

  • Hard sell. Many people are turned off by this approach. They consider it too pushy. This approach is used most often with clients who have a hard time making up their minds.

  • Technical sales.This approach is used most often with highly technical products and services. Sales personnel need some technical knowledge so that they will be on an equal footing with clients.

Outlining Your Unique Selling Position

  • Convenience of purchasing

  • Convenience of purchasing

  • Special features

  • Availability of service

  • Need for training to use the product

  • Reliability of the product

  • Reputation of the seller

  • Friendliness of the salesperson

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