 Romancing The
Sale - The Dating Process
By Laurel von Pander of Diamond Star Coaching
Unless we are dealing with the sale of a commodity, where price and
delivery are key, or a retail situation where the prospect is in the store and
pre-disposed to purchasing, selling is a process. This process centres on the development
of a relationship built upon the foundation of trust, shared beliefs, expectations,
communication, and value that is exchanged. Sound familiar? These are the same dynamics
that occur in the dating process!
When we understand that complex sales unfold in similar ways to the
courting process, it is easier to relate to it. The process begins with great marketing to
leverage the Power of Attraction that will connect the prospective buyer and the seller.
The next step is the meeting or appointment, which is equivalent to the First Date. This
is the time to discuss common interests, values, and get a sense of whether the
relationship has the potential to grow and develop into a “right fit” for both.
Asking for the sale here is as appropriate as asking to marry on the first date and likely
to sabotage the opportunity!
Next are the steps that have you spend more time clarifying wants or
needs and increasingly learning more about the sales representative, their product or
service, and their company. This is no different than the Going Steady phase of dating,
where you learn more about one another, your lives, your homes, your jobs, your families,
and even more about your shared interests. If any of these aspects seem suspect, risky,
uncomfortable, or not in alignment with your prospect, you risk the potential opportunity
and the relationship.
If everything has progressed well to this point, you advance to the
stage where you begin to provide pricing or proposals, try or demo the products or
services, visit the company, meet key people in each other’s organizations. Sound
familiar? This is the Engagement phase, similar to meeting each other’s parents or
families, moving in together, taking a vacation or getaway weekend together, and sharing
ideas about a possible future together.
In life or in business, this is the test for living or working
together. If this test is too hard for one or the other, the sale or the relationship can
be in jeopardy.
In a complex sale, there are many aspects to coordinate for the
transaction to be completed -- including pricing, product or service terms and details,
people involved, delivery date, service options, and of course, the signing of the
agreement. This is the sales equivalent of the Wedding! Details such as when the date is
to occur, who will attend, who will support each party, all of the arrangements for the
wedding ceremony, the vows (being standard or specially-written), the signing of the
agreement, and the celebration after it all are representative of the wrap-up for the
sale. The stress of the potential long-term commitment and of the process leading up to it
is a test that might prove if the relationship or the sale can survive.
Finally, the most important part is the ongoing business relationship
that both parties have over time. This is the Marriage. If done well both in business and
in life, both parties will benefit greatly from value and experiences shared over a long
period of time, allowing for an effective, effortless, mutually beneficial relationship.
So, when it comes to wondering what to do and how to act in a sales
situation, look to the process of dating for the clues for what is appropriate, natural,
and effective.
Time to Romance The Sale!
For a complimentary Business Coaching session, call Laurel
von Pander, L.S.I., LSC, President, Diamond Star Coaching Inc. at 1.877.443.7355. She may
also be contacted through www.diamondstarcoaching.com
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