The sales cycle

The sales cycle is divided up into four quadrants, namely:

1. Know
2. Like
3. Trust
4. Close

There are no short cuts here, as this model is based upon relationship building with long-term results.

People must first begin to know you through the ongoing, systematic, repetitive marketing of you as a brand. Face-to-face is important here because the first impression generates an opinion in their minds, which might never be changed.

With time, people get to like you through the effort you put into the relationship. Social styles are important here as you find commonality. The barriers of you being a salesperson start to break down in their minds.

With more effort, these people start to trust you for who you are and not what you have to sell them. The listen to your opinion and see you as an expert.

By the time you have reached this point in the relationship, people are comfortable enough to start showing interest in your business and products. The closing signs come from them as they believe in you and what you have to say.

When (not if) these people buy from you, they will refer their contacts to you as the experience was made “safe” by you following the above sales cycle. This relationship will be lasting and beneficial and they could even become ambassadors of your service in the market place.

Create these kinds of relationships and build a database for life. This is relational databasing at its best.

Cherie Eilertsen

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