Model of Sales Activity Control with Five Steps

The “Five Step Activity Control Model” enables individuals to learn the “Why” of sales psychology, in addition to the usually taught “How” of sales procedures. By implementing this model without worrying about memorizing the specifics, an individual will be able to achieve more success in their personal and professional lives. Unfortunately, not everyone will enhance their sales talents significantly with this form of training; nonetheless, this technique will enable a select few to achieve “superstar” rank.

Traditionally, the majority of sales training comprises the following components:

1). Procedure

2) Information collection

3). Qualification

4). Presentation

5. Concluding

6). Follow-up

The majority of sales training includes these steps because “the human brain must go through certain steps or processes in order to make decisions and act.” The standard aspects outlined above are intended to motivate the prospect to take action. To be “most efficient” in this process, we believe the salesperson must also comprehend the mental processes that the human brain must undergo in order to make a conclusion and take action. This view is based on the fact that, as salespeople, we will automatically breach the model! As salespeople, we must therefore learn to resist human nature.

Visual Reference

On a sheet of paper, draw a representation of a five-tier staircase.

In the upper left-hand corner, write Needs & Wants. In the upper right-hand corner, type Yes or No.

Number and label each tier from bottom to top. 1. Curiosity 2. Interest 3. Knowledge 4. Belief and 5.

Continue to take notes while reading.

Five Step ACTION & CONTROL Model

Before the human brain can make a decision and act, it must first possess Curiosity, which must then develop into genuine Interest. When this occurs, and only then, the brain can objectively process bigger quantities of information. When and if the brain reaches an adequate degree of Belief, a decision can be made and Action will take place.

Please notice that the model’s first phase is Curiosity and its third step is Information. Unfortunately, even educated salesmen have a tendency to provide copious amounts of information right away. By beginning at Step Three (Draw an arrow pointing upward under and towards Information), the necessary mental process is circumvented. The prospect is afterwards unable of making a decision or taking action; so, there is “No Decision.” (Make a notation to the right of the word Information.) The salesperson therefore interprets this as a “No” and loses a potentially lucrative prospect.

The second error the salesman makes is failing to comprehend the intended Action. The majority of salespeople enter each approach with the expectation of closing each prospect, and are therefore disappointed when this does not occur. Positive anticipation is nice, but in this instance it is misplaced. To be able to emotionally accept this concept, we must comprehend and embrace the “Law of Large Numbers,” which states that only a small fraction of the people we approach will be genuine sales prospects. It is our responsibility to receive authentic “Yes” and “No” answers and to emotionally accept each outcome in the same manner.

The Model is intended to govern our own environment by “guiding the true prospect to action and eliminating the non-prospect in the most effective manner feasible” and by eliminating “No Decisions.” Consequently, the intended Action is either a sale or the effective conclusion of the procedure, whichever is applicable! We will obtain affirmative or negative responses and eliminate “maybes”

If they are a Prospect but the timing is not perfect at the moment, we schedule a future occasion to discuss the proposal.

If we anticipate a prospect to take Action, we must give them with a procedure that enables them to form a strong Belief that our desired Action will fulfill their Needs or Desires. Consequently, we must first determine their Desires and Needs before relating them to our desired Action. In addition, if we are to complete this task in the most effective manner, we must maintain process control.

Less is More: Contrary to our natural inclinations, we must provide as little information as possible until we reach the Information phase. So, the method is to provide bits of knowledge that are less than anticipated and tie them to the prospect’s Needs and Desires. To determine their Needs and Desires, we must consistently Ask questions rather than provide further information.

No Three in a Row: The second rule of the process is that, in order to preserve process control, we must never answer three questions in a row without a follow-up question.

There are two fundamental sorts of questions used in this process:

Questions that are open-ended and elicit generic information and encourage respondents to contribute general information. These types of inquiries are more prevalent in the Curiosity and Interest phases, while determining a prospect’s Needs and Wants. Utilize open-ended inquiries to determine who, what, where, when, how, and why.

Closed-ended inquiries that essentially request yes/no responses. Occasionally, these can be either/or questions that indicate a yes or no answer. These types of inquiries are used to consolidate a prospect’s response and to determine whether the prospect is in the closing or belief phase. (Mr. or Mrs. Prospect, if you qualified for…, would you…) (… if we could address these issues for you, would you be interested?)

The Five Measures

This model is to be used as a sales process blueprint. It allows the agent to utilize his or her own language, personality, and style. Once the model and guidelines have been internalized, the agent will always be able to analyze the prospect’s mental state and know what to say next.

During the first two steps, it is crucial to answer three fundamental qualifying questions. Never proceed to the Information stage if these questions are not answered correctly!

What is the ability of the prospect to pay?

Are you conversing with the decision maker?

Is the time suitable to make a decision?

Remember that customers purchase mental notions, not physical objects. Even while purchasing “things,” individuals consider how that “item” will impact their lives.

FIRST STEP: CURIOSITY

The goal is to discover the prospect’s desires and needs as fast and effectively as possible, while resisting the need to regurgitate facts. Consequently, the most essential phase of the sales process is the initial approach to the prospect. According to an old proverb, you only get one chance to make a good first impression. The sales process employs the same idea. The majority of sales are lost in the approach.

Remember, the purpose of this phase is to develop sufficient Curiosity so that the prospect desires additional information. However, we do NOT provide much information there. We provide snippets of knowledge that are less than expected, tying our desired Action to their Needs and Desires, until we have transformed their Curiosity into genuine Interest. We assess their Curiosity level with closed questions.

Second step: INTEREST

This is simply a process of growing the prospect’s Curiosity to a degree of Interest sufficient to accept larger quantities of information in their minds. It is a simple yet challenging procedure. The salesperson poses a question and provides some facts connecting Action to Needs and Wants.

If the process is effective, prospects will also inquire about additional information. The difficult aspect is resisting the impulse to provide excessive detail. Small bits of information should be interspersed with questions that either tie desired Action to Needs and Desires or assess the prospect’s level of Interest.

If the process fails, either the prospect is not a legitimate prospect, the salesperson has failed to establish the relationship between the prospect’s Needs and Desires and their intended Action, or at least one of the model’s rules has been violated. If there is no correlation between the prospect’s Needs and Desires and your desired Action, then the prospect is not a true lead for you. If the salesperson has broken a rule, the first step is to return to the previous stage and begin again.

Third Step: INFORMATION

Once it has been determined through questioning that the prospect is genuinely interested and understands the potential for the desired Action to satisfy his/her Needs or Desires, it is the salesperson’s responsibility to provide any and all Information required for the prospect to attain the level of Belief required to take Action. Again, refrain from giving more than necessary!

Therefore, it is essential to qualify information presented using closed questions. Confirm that they comprehend the relationship, that they comprehend the material, and that you’ve offered all the information they require or desire.

Step Four: BELIEF

Checking whether a prospect has a high level of Belief to take Action has always been the most dreaded part of the Close. There have been countless hours spent remembering Closes and when to use each one.

Fifth Step: ACTION

With the five-step paradigm, closings do not need to be memorized because they are essentially a continuation of the methods employed in the introduction. Simply, we assess the degree of belief! We achieve this by simply asking the prospect if our desired Action satisfies their Need or Want. The Close is then assumed with a small decision question.

We follow up after a sale or a non-sell for two reasons. The situation will govern the necessary follow-up if we are following up after a sale. It is imperative that we act promptly when following up on a non-sale. It is essential that we have the information from earlier calls and, if necessary, restart the process from the beginning.

ALWAYS set Impending Event unless the prospect has been permanently removed.