Tool Box
Issue No. 29 - June/July 2006
Wrapping up sales with EASE
by Craig Stubing
Most business owners and salespeople recognise the benefits that flow from using a pre-determined step-by-step format when conducting sales discussions with customers.
These benefits include improved results for the business and time savings (for both the customer and the salesperson). A structured approach also leaves the customer with a positive impression of the business; we have all endured the unsettling experience of dealing with a salesperson who gave the impression of not knowing what they were doing.
Given that the essence of good selling is helping customers get what they want, any decision making regarding the format to be followed should follow a review of some sales basics to explore why customers purchase anything.
Firstly, customers are people – they have needs and wants. Generally, needs are logic-based and wants are feeling-based.
Most human activity is aimed at satisfying those needs and wants; this includes purchasing things.
Secondly, when people make purchases they buy ‘benefit packages’. The benefits in the package are provided by the features of the product they purchase.
In other words: products have features; features provide benefit packages; customers buy benefit packages to satisfy their needs and wants.
Thirdly, not all customers have the same needs and wants. This means that the benefit package that appeals to customer A will not necessarily appeal to customer B. However, another benefit package may.
EASE into it
The EASE sales format is structured with these basics in mind. It is designed to help the salesperson clarify the customer’s needs and wants before trying to ‘sell’ the product.
It also helps ensure that any subsequent ‘selling’ done by the salesperson is aimed at satisfying those needs and wants.
If you are seeking improved sales results the following explanation of the four steps of EASE will help. (Remember, w...
