by Joe Bonura, CSP
Read the Directions
My son and daughter gave me a workout bench for my birthday. It
came unassembled, so when I opened the box and saw all of the pieces,
I was ready to call the store to have someone come to assemble it
for me. I am not one to read instructions, but in this case, I had
no choice. My next thought was, "I can do this!"
Follow the Instructions
I decided to be patient, take my time, and for once in my life,
follow the instructions. The directions were well written, and I
went through the steps one at a time. The first step was to place
all the pieces on the floor, and then move to step two, and so on
until the entire process was done, and the result: a new workout
bench ready to go. In other words, I put the entire workout bench
together, one piece at a time.
Incremental Steps Lead To Success
The same principle holds true for the sales process. Take the steps
in increments and be patient. You cannot do step three, before you
do step one and two. You assemble the sale one step at a time.
Put the Pieces Together
So let us look at the pieces and then put them all together. The
first thing I did was look at the picture on the box to see what
the completed workbench was supposed to look like. What does the
completed sale look like? Basically, follow Stephen Covey's advice
and begin with the end in mind.
What Is the Experience?
What will the customer experience when using your product or service?
You must have the picture in your mind before you can transfer that
vision to the customer's mind. Think in terms of any product or
service that you have purchased. Did you visualize yourself using
and enjoying the benefits of the product before you took out your
wallet and invested in the product?
Step By Step
Once you know the end result, write down on 3x5 cards all of the
steps to be taken in order to complete the puzzle (sale). At this
point, the steps do not have to be in logical order. Just "free-think"
and write down all your thoughts and ideas (one thought per card).
Complete the Puzzle
The next step is to place the cards face up on the table and arrange
them in a logical order, beginning with your first step, and then
your second step, and so on until you complete the puzzle in a logical
It Is All In the Tactics
Next, look at step one (Prospecting), and devise tactics required
to follow through with step one.
Step 1. Prospecting
Assume that step one is to discover who the decision maker is,
and the tactics for step one could include:
1. Make a list of the people you know that work at the company
2. Read the annual report
3. Check out online the product or service
4. Read Joe Bonura's article on dialing for dollars found on his
5. Call the receptionist to get the name of the decision maker
Step 2. Make Calls
Move on to step two, make calls, and do the same thing. Determine
the tactics, the actions you take to complete step two, that will
move you toward your goal and the client's goal. Piece by
piece, and the sale will ensue.
It Is Up To You
Remember that nothing happens until you do something. You must
complete the process of going through the cards and writing the
steps and tactics. Start with step one and follow through
until you have assembled the entire sale process.
© 2012 Joe Bonura & Associates, Inc.