Date Written: 9/23/2022
Question: Write a 250 word essay on Harry Browne’s 5-point sales process.
Most people find selling hard and unnatural. Fortunately, there is a easy 5-step process to become a more successful and happier salesman. Harry Browne, who is a very successful salesman, lays out his proven method to become a better salesman in his book “The Secret of Selling Anything.” I will explain his 5-step process below.
Step 1: Find this Prospects Motivation
One big mistake that many salesman make is that they try to motivate their prospects. Many sales are lost because salesman present their product before they know the basis on which their prospect will buy. It is as simple as asking the prospect what it is that motivates them. For example, if you’re a car salesman you could ask, “What do you consider the most important feature in an automobile Mr. Jones?” If you’re selling some form of advertising you could ask, “What is the biggest sales problem you are facing today Mr.Jones?” When the prospect answers the question pay close attention as he is telling you how you can make the sale. Once you have found what motivates the prospect then you can go on to step two.
Step 2: Summarize His Motivation
After you have discovered what motivates the prospect then you have to summarize what he just told you. It should only be one sentence to one paragraph long. This is to get his wholehearted agreement that you have understood his problems correctly. Once you have his agreement that you understand his motivations move on to step three.
Step 3: Present Your Product
Now that you have discovered the prospect’s motivation you can present your product. If you have discovered that your product will not help this prospect, then you should honestly tell him that. In the end, this will build you a great reputation and the sales you lose will be inconsequential. Be careful to only present your product in the terms of the prospect’s motivations. Do not go on a long presentation on the 100 features of your product because your prospect will lose interest. For example, If you asked the prospect what he thought was most important in a car and he said safety, then you should focus on the safety features of the cars you show him. After you have presented your product in terms of the prospect’s motivations then you can go on to step four
Step 4: Answer His Questions
After you have presented your product it is inevitable that the prospect will have objections and or questions. You should answer all of these honestly no matter what. The prospect will find out eventually if you lie. Harry Browne gives his simple formula to effectively answer these objections you should listen then agree then suggest. For example, if a prospect raises a objection you should hear him out even if you have a quick answer. Then agree with him that he has raised a valid concern. Then politely suggest a solution to that problem. Finally, after completing this step you can move on to step 5.
Step 5: Closing the Sale
This another part of the sales process that most salesman dread. Fortunately, if you have done the above 4 steps properly closing the sale is easy. Let’s think about it. First, you find out what the prospect’s problems are and summarize them. Second, you present your product in a way that shows him how it will solve his problems. Finally, you answer his objections. If you have done your job correctly, then the prospect will see that the solution to his problems is your product. Therefore he will be ready and willing to close the sale.
This 5-step sales process is very powerful and can drastically boost your sales. If you want to learn more about this sales process see Harry Browne’s book “The Secret of Selling Anything.”
Leave a Reply