Every selling situation, if it occurs routinely, is best handled by designing an effective system, and then forever improving on the design and implementation of that system.

The best sales companies design sales systems for every situation.  In my practice, I have honestly worked with very few companies who had familiarity with the concept of a sales system, much less a well-designed and effectively implemented one. 

So, it often falls on the individual salesperson to design the appropriate system.  This is what the best salespeople do.  They don’t just “go out there and sell something.”  When presented with a product or service to sell, they ask and answer questions which lead to the development of a system.  Here is a condensed version of the “system-building questions” I recommend:

1.  Who is the most likely market (customers) for this?

2.  What problem does this solve for them?

3.  Why would they pay for this?

4.  What is the best way to gain access to the decision makers?

5.  What is the specific process I’ll follow to sell this?

6.  What is the best way to uncover the pain/problem this solves?

7.  What is the best way to present this?

8.  What are some natural and logical concerns they may have?

9.  What is the best way to resolve those concerns?

10.  How long will all this take?

11.  What tools will I need to accomplish this?

Answer these questions, in writing, and you have the beginning of a system.  Now, by working your system, you’ll be far more effective than the salespeople and “go out and make something happen.”  Thoughtful preparation trumps random action every day of the week.

That’s why this is a best practice of the best salespeople.