Sales is something every business must master if they are to survive long term. 

It does not matter how good you are at delivering your service if you do not understand the sales process and buying triggers and get them to work for you.

Everybody loves to buy, but nobody likes being sold, so all the old fashioned “closing” and high pressure sales tactics are no longer effective in a world where everyone believes they can get a better deal on the internet.  It is a buyer’s market, so you need something a bit different.

People buy from people that they know like and trust.  Instead of looking to close a sale, look to open a relationship. 

When you have completed all of the above steps - sorted out your numbers and pricing, your mission, your compelling offer and your customer journey, then the sales largely take care of themselves. 

It becomes less selling and more simply telling - explaining the benefits of your solution as you have already build trust, and guiding your customer to the right choice for them.

Making it easy for your customer to fully understand their options and to buy from you is essential. 

If you confuse them, you lose them. Visual sales aids, upfront clear pricing, a catalogue to choose from or that explains things simply for comparison will educate them into a position to be able to make a fully informed choice and putting you in the trusted advisor role.

Effective sales is all about questioning to find out the problem, agitate that problem and then providing a compelling solution.

Look back at the questions in this section - how easy is it for your customers to actually buy from you, and how easy have you made it for your technicians to offer upsells and add ons to increase your average sale? 

If you took the time to do this fully, what would it be worth to you in terms of dollar bills in your pocket?