Psychologists suggest that there are five essential steps to the process or cycle of selling. Whether the selling is done face-to-face, in a group presentation, over the telephone, via e-mail, or through direct mail, there are specific objectives for each step in the selling process.

Depending upon your level of proficiency, you may need to focus more energy on one step or another. And, depending upon the needs of the prospect or customer, you may spend more or less time on a specific step in the selling cycle.

Remember the five steps: Attention, Interest, Presentation, Desire, and Close.

If your sales conversation with the prospect or customer is effective, you will know when and how to interject an appropriate solution to the need of the prospect or customer that you have discovered. Remember the elements that a complete Presentation includes: Product or Service Recommendation = Claim + Feature + Benefit + Naildown

Some sales professionals have a tendency to invest too much time talking or visiting at step one, rather than establishing good rapport for a smooth transition to the second step, where you will identify the prospect’s or customer’s needs and level of interest in what you have to offer. It is important  to accomplish step one quickly and move into step two, because with effective questioning in step two, you will find out how much or how little information to provide in step three.

Build powerful Claim + Feature + Benefit + Naildown statements into your response in step three. Become adept at effectively communicating the gains the customer will realize by accepting your offer.  Many sales professionals fail to accomplish this valuable step; but building the want (or Desire) in the mind of the prospect or customer works to seal the customer’s mental acceptance of your offer.

If you follow the  sequence of the five steps to selling, you will successfully Close and gain the business.