In a way, all of them are and none of them is.
Every step is important and each plays a role in your endgame –– creating a lifetime relationship with a client or customer who will shower you with revenue for many years to come.
Many people believe pricing is the most challenging step in the sales process. It is, but it isn’t. If you wait until you get to that point in the sales process where you drop a jaw-dropping price, it very well could be. But when pricing is introduced into the sales process in the early steps, it not only can soften the impact of a higher price but justify it.
We live in a highly competitive world. That means products and services are price-driven. That competitive arena forces you to keep your prices low and scramble for a share of market. That’s not fun, especially if your product is so much better than your competitors.
For example, you sell widgets –– expensive widgets: the ones with loads of bells and whistles, the ones that last for years and out-perform the cheapies. Instead of waiting until you get to pricing in the sales process, you begin building a case for your higher pricing in each of the earlier steps in the sales process.
Your client-attract message could say, “We’re the most expensive widget you can buy. However, it will last for 25 years and we guarantee it.”
As you are building rapport and gathering information, your prospect will help you understand his or her challenges and problems they’re having with generic widgets. So, when you get to education, handling objections, and handling the competition, you’re able to fully justify your higher pricing.
In How to Close More Business in Less Time and in my private coaching program I talk about the importance of choreographing the sales process. The reason I use that term is that your sales process is –– or should be –– a well-orchestrated ballet or dance that moves the prospect smoothly and efficiently through each step in the process.
That doesn’t mean your present sales process doesn’t require constant vigilance. It does. The dance I call the sales process, like every other process, continually needs to be studied, analyzed, measured, and improved.