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 - Establish rapport, understand their needs in their language
Education - making our offer 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)
Get their attention with personal, relevant, and distinctive communication
Timing is all important at this step, show you’re paying attention to their needs, and are respectful of their time
Arouse CURIOSITY at this step.
Conversation (first meeting or follow-up call)
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).
Visual aids to make it more memorable (e.g. a demo you can use, a brochure you can point to)
Make it interactive if possible, for example do live calculations based on their figures.
Make it easy to remember our primary Features, Advantages, & Benefits.Involve them.
Use descriptive, multi-sensory language when describing their benefits
Ask for the sale
Keep the focus on the value not the price
Have documentation prepared for their YES so there’s no delay and no cool-off
Help them feel good about their decision by clarifying how delivery and after-sales works