In the first part we explained one of the most widespread general sales processes, now let’s take this process and adapt it to the sales of window and door systems.
Prospecting. In this first phase, the seller looks for possible clients. Alternatively, the company – producer or reseller – can develop promotional or ‘lead generation’ actions to attract clients so that they take the first step by contacting the company or visiting the showroom.
Contact with the client. This is the meeting between the seller and the potential client. After having identified the possible clients, the seller contacts them and tries to understand if they are willing to buy. This makes the client a “possible qualified client”.
Search for a solution (a product). During the meeting, the seller with a series of questions brings out the needs and desires of the client and together they choose the product (solution) that best meets the client’s requirements.
It is the most exciting phase for many sellers who can get carried away and enthusiastically launch into listing the characteristics of the product. In doing so, however, they forget the client and neglect the answers they have given.
This is also the phase in which the client makes objections to better understand the product, if it is suitable for the use for which it is intended and if it is worth the asking price.
Estimate and offer presentation. In the case of window and door systems, the seller does not “ask for the order”, but is alert to the signs of purchase that prove that the client is convinced of the benefits of the product offered to them.
In all those cases where the seller estimates that the probability of success is more than 51%, then they should prepare the estimate. The offer should not be sent, but presented directly to the client and discussed with them, giving more details if necessary of the characteristics, advantages and benefits.
Negotiation/Contract. The client, after evaluating all the estimates received, re-contacts the seller or returns to the showroom to define the sale.
In all likelihood they will try to get better conditions, in particular a discount, the seller will have to prepare to negotiate the sale and defend the quoted prices. This means to refuse bargaining if the ultimate goal is only to have a lower price than the competitors.
On the request for better conditions, the seller could negotiate by requesting to improve the delivery conditions, for example less restrictive delivery times or the payment of transport costs.
Post sale. Especially in the case of a retailer, this phase is about client management to improve the initial relationship and to develop possible future sales. In this phase the referral request is included, that is the explicit request for reports from satisfied clients or testimonials.
To encourage such reports, a tangible and valuable advantage can be offered to the client (for example, the extension of a service without additional costs or an additional service).