Sales Sequencing

Oct 3, 2022 | sales

Sales sequencing is one of the most important skills you can develop as a salesperson. The goal is to maximize the number of opportunities you create while minimizing the amount of time and effort you expend. There are several different ways to sequence your sales efforts. One common sequence is the “AIDA” sequence:

  • Awareness
  • Interest
  • Desire
  • Action

Common Mistakes

A common mistake among salespeople is to jump straight to the “Action” step. In other words, they spend all their time writing proposals or making calls and converting those opportunities into closed deals. While this is a common approach, it’s not always the most effective.

The best salespeople spend just as much time “Preparing” as they do in “Action.” When we spend time planning, we are able to map out our best strategy for success and create a strategy that is truly unique to the customer. Without a plan, our sales sequencing will mirror every other salesperson who comes in contact with the same customer. This is never an effective approach.

If you don’t have time for your prospects to get to know you, you need to rethink your approach. If you don’t have time for prospects to trust you and see your business as the solution to their needs, that is a red alert that something is not working on your end.

You must first conduct an educational step before actually closing a deal. The educational step is all about building the salesperson’s credibility, the credibility that’s so important to closing deals. So if you’re new to sales, or if you feel like you’re consistently missing opportunities, try conducting an educational step before any other.

Other Uses of Sales Sequencing

The sequence is also a good philosophy to keep in mind when you’re framing arguments or writing marketing copy. If you think a little about the science of persuasion and the art of storytelling, you’ll find that the basic structure of how to present your arguments is already in place.

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