Creating Sales

The 7-Step Sales Process

“You’ll never amount to anything. Your mother and I want the best for you, and if you decide to be a salesman you will end up broke like all the rest of them. No salary? Who in the world can make it without a salary? You want to get a good job, with a big company and have security in your life. And look at what salesmen do for a living. If they don’t sell, they don’t eat. They are pushy, aggressive, self-serving liars. That is not the son I raised. You’re better than that. Go back to school and do something with your life!”

Those harsh words were all from my father (whom I love—he is my idol), and they motivate me every day. The day I heard the above words, I vowed to become the best salesman on the planet, and I have made it my mission to study, work and learn from masters—so one day I, too, would become a master. I looked at things differently than Dad. I believe that salesmen are the most noble of professionals. They are magicians. Like magic, they make money appear. Like a magician, salesmen can take a medical facility, where no one knows who they are or has even heard of the company they are representing, and produce a revenue stream and a long-term customer. Now that’s power. That is exactly what parents want for their kids—security and self-reliance. Sales magicians are wanted and needed in every company. The tougher the climate, the more sales masters are appreciated.

After years of working and learning under masters in sales, psychology, law, neurolinguistics and neuroscience, as well as successfully selling more than $1 billion in the health care industry, I created the 7-Step Sales Process, with the goal of transferring this knowledge to people around the world who share my passion to be the best. Top salespeople around the world use the 7-Step Sales Process to market game-changing products and services. You will notice these activities and language patterns take time and effort to master. You need to study in order to feel confident and comfortable with the material. Role play, and then test your new skills in the field to make sure you are seeing results; then make appropriate adjustments. This article will give you a brief overview of the fundamentals to create magic with every call you make and every customer you meet.

It has been said that it takes 10,000 hours to master a worthwhile skill. Like me, you understand it takes time and consistent effort to be great. Here is a great acronym for T.I.M.E.—Things I Must Earn. The advantage of the 7-Step Sales Process is that I have compressed all the knowledge you need into seven specific actions you can master. I have witnessed hundreds of sales representatives in our training classes see immediate results in revenue within the first 30 days—and the best part of the model is that, when you make it your own, you will know exactly what to do and say in every situation to meet and exceed your goals.

OK, so you’re probably asking yourself, “what are these seven skills and strategies I need to master?”


1. The Appointment

This is the first and hardest step of the process. You must motivate your targeted prospects to meet with you and set aside a specific date and time to have a meaningful conversation about their business and how you can potentially provide them with a better solution. Here is an effective call strategy to get more people to agree to meet with you.

Rapport and commonality must be communicated in the first few seconds of the call. Your goal is to pique their interest so they will meet with you. This can be accomplished by referencing a highly prestigious customer you are doing business with. This gives you instant credibility in the eyes of the person with whom you want to meet. A reference from a common business relationship or colleague, and a proven ability to solve major problems and unmet needs for similar individuals and companies, can also accomplish this goal.


2. The Profile

After you successfully set up an appointment, then you must gather specific information prior to the meeting to ensure this will be a high probability account you can convert to a customer. Here are some sample profile language patterns (using a CPAP carrier as an example) you can use to be better prepared and effective on your appointments:

a. How many patients do you see who suffer from sleep apnea?

b. How important is it that you provide better compliance for both patients and referring physicians?

c. If we could help you get better compliance rates like we have for XYZ HME Retail, is there any reason you couldn’t use a product or service such as ours?
Imagine how great you will feel knowing that the prospect is interested, has a need and is willing to use your service as long as you can prove you have a solution that works better than their current option.


3. The Interview

Legendary sales trainer J. Douglas Edwards said it best, “Questions are the answers.” The most intelligent salespeople ask smart and outcome-based questions to find out what the wants and unmet needs are for each individual customer. Then, they provide custom solutions without any resistance. Here are four of my favorite questions that unlock sales opportunities:

a. What is important to you when selecting a product or service?

b. How do you make the decision on what product or service to use?

c. What is the most important thing you are working on right now to improve your company?

d. If you use our solution that solves that problem and you believe it is a better solution, what specifically will that mean to you and the patients you serve?

The interview must uncover everything about the account holistically from personal and departmental goals; greatest challenges and opportunities; and unmet needs or wants. After you have done a professional interview, you have all the information to move on to the evaluation.


4. The Evaluation

Just like a highly respected doctor, you need to decide what is best for the customer first and then communicate why. In the evaluation stage, you have to stand beside your customer and selflessly ask yourself if your solution makes sense, and would you decide to use the product or service if you were in their place. If you know in your heart and soul that your solution is best, then it’s your obligation to close the sale and get their business. If not, it is your professional obligation to position yourself as a backup source and look to be the one they call first when a new problem arises.