World Class Selling Podcast 03 - The Seven Steps
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[00:00:00] Will: Welcome to another episode of our World Class Selling podcast series. Where we explore proven sales strategies that deliver real results. I'm Will, and today we are diving into one of the most powerful frameworks in sales – Roy Chitwood's Seven Steps to a Successful Sale. These seven steps form the backbone of a structured, repeatable sales process that, when followed consistently, can dramatically improve your results.
[00:00:32] Will: Our podcasters, Marissa and Jason, are back again. They will walk us through an overview of these seven steps and describe how they form the foundation of the Track Selling methodology. Whether you're new to selling or a seasoned sales pro, you'll find insights that can immediately elevate your sales game.
[00:00:50] Will: If you want to take an even deeper dive, check out our recently released Seven Steps of a Successful Sale series where we break down each step in detail. You can find it on our website, Apple Podcasts, or Spotify.
[00:01:06] Will: Let's jump in and explore what makes a truly successful sales process.
[00:01:12] Jason: Today we're looking at a sales classic, World Class Selling by Roy Chitwood.
[00:01:16] Marissa: All right.
[00:01:17] Jason: We're gonna give you a solid overview of his Seven Steps to a Successful Sale. These steps are the foundation of what he calls the Track Selling methodology. Okay. Whether you're brand new to sales or a total pro. I think you'll find something valuable in these principles.
[00:01:31] Marissa: Yeah. What I find interesting about Chitwood's approach is how much emphasis he puts on the psychological side of selling. Mm-hmm. He really digs into understanding the buyer's journey, and the importance of building trust. It's not just about closing the deal but creating a win-win for everyone involved.
[00:01:48] Jason: I like that. So let's jump into those steps. Step One is the Approach. And Chitwood really hammers home how important those first few minutes are. He says, only 7% of communication is the words you actually say.
[00:02:01] Marissa: Wow.
[00:02:02] Jason: A full 38% is your tone of voice and a whopping 55% is body language.
[00:02:08] Marissa: That's huge.
[00:02:09] Jason: So much we communicate without realizing it.
[00:02:12] Marissa: A firm handshake, genuine smile, good eye contact.
[00:02:16] Jason: Yeah.
[00:02:17] Marissa: These seemingly small things go a long way in establishing your presence and building rapport.
[00:02:23] Jason: Chitwood dives into some surprisingly specific details too.
[00:02:26] Marissa: Oh, really?
[00:02:27] Jason: Like suggesting you decline refreshments to avoid spills.
[00:02:30] Marissa: Interesting.
[00:02:31] Jason: And always have a breath mint handy.
[00:02:32] Marissa: Smart.
[00:02:33] Jason: Right? He illustrates his points with contrasting dialogues, showing how a salesperson can nail or totally fumble that first impression. Right. One example that really stood out to me was how simply using the prospect's name and giving a genuine compliment about their office Oh, can make a huge difference.
[00:02:52] Marissa: It's all about showing the prospect that you see them. That you're present and engaged. Yeah. Those small details add up to a sense of attentiveness and respect, which sets the stage for a more positive interaction.
[00:03:04] Jason: Okay. On to Step Two, Qualification. This is where we figure out if this prospect is even a good fit. And really start digging into their needs. Chitwood is all about asking open-ended questions, the kind that get the prospect talking and sharing valuable information. Right. He gives examples like, what positions would you be most likely to fill with temporary employees, to really understand the specifics of what the prospect needs.
[00:03:31] Marissa: This step is like detective work. You're gathering clues. To understand their situation, their pain points, what they're hoping to achieve. Yeah. The more you know, the better you can tailor your approach later on.
[00:03:43] Jason: And then he has this brilliant technique he calls Most and Least Questions. It's so simple yet so effective. You ask things like, what do you like most about your current software? And then flip it with what do you like least about it? This uncovers exactly where their needs and frustrations lie.
[00:04:00] Marissa: It cuts through the fluff and helps you zero in on the areas where your product or service can truly provide value.
[00:04:07] Jason: Exactly.
[00:04:08] Marissa: It goes beyond surface level understanding and gets to the heart of their desires and challenges.
[00:04:13] Jason: He also stresses the importance of taking notes during these conversations, not just to remember details. Right, but because it shows the prospect you're really listening and value what they have to say.
[00:04:24] Marissa: Absolutely.
[00:04:25] Jason: It deepens the connection, especially if you're interacting with them over multiple calls.
[00:04:30] Marissa: Right.
[00:04:30] Jason: He even shares a story about how he learned about a prospect's desire for a yearly family vacation tradition by actively listening and taking notes.
[00:04:40] Marissa: Those personal details, even if they seem small can make a huge difference. Absolutely. In how the prospect perceives you. It shows you're not just there to make a sale. But that you genuinely care about their needs and their story.
[00:04:54] Jason: Okay. Step Three is all about making sure everyone's on the same page. Chitwood calls this Agreement on Need. He gives this core statement to memorize. Okay, I understand it. you're looking for, okay. Followed by concise summary of their needs. Ending with, is that correct?
[00:05:09] Marissa: This step prevents misunderstandings, and ensures you've accurately captured their needs. Think of it as laying a strong foundation for the rest of the sales process.
[00:05:20] Jason: He even describes seeing a delighted smile when he nails this step.
[00:05:24] Marissa: Oh, nice.
[00:05:24] Jason: It's like a signal that the prospect feels heard and understood, which strengthens the bond and makes them more receptive to what you have to offer.
[00:05:34] Marissa: That smile is a powerful indicator of a successful connection. It's a sign that you're not just selling to them, but working with them to find a solution that truly fits their needs.
[00:05:46] Jason: Now, Step Four is a really intriguing one. Okay. Sell the Company. Chitwood points out that prospects are always evaluating the company, even if it's subconscious. He calls it the hidden decision.
[00:05:57] Marissa: This step is all about building trust and credibility. Showcasing your company's strengths, and addressing any potential concerns head on. You're not just selling a product or service. Right. You're selling the value and reliability that your company represents.
[00:06:12] Jason: He breaks down different scenarios for handling this. Okay. If the prospect knows a lot about your company, you acknowledge their knowledge but still reinforce the positives, right? If they don't know much, you calmly and confidently lay out the key facts that establish trust.
[00:06:28] Marissa: Okay.
[00:06:29] Jason: And if let's say there's some negative information out there. You address it honestly and empathetically,
[00:06:34] Marissa: It's about being transparent and proactive. If there are concerns, you don't shy away from them. Right. Instead, you acknowledge them, address them directly, and highlight the steps your company has taken to overcome challenges and ensure customer satisfaction.
[00:06:48] Jason: He stresses that you should be selling the benefits of your company, not just listing features. So instead of just saying. We've been in business for 20 years. Right. You could say our longevity means you can count on us for experience and stability, no matter what the future holds.
[00:07:03] Marissa: It's about connecting the dots for the prospect. Showing them how those features translate into tangible benefits for them. Mm-hmm. You're answering their unspoken question. What's in it for me? In a way that resonates with their needs and priorities,
[00:07:18] Jason: And here's something I hadn't thought about before. Oh. He emphasizes that you should also be selling your company to your existing customers.
[00:07:26] Marissa: Oh, that's interesting.
[00:07:27] Jason: This helps build loyalty and prevents them from even considering the competition.
[00:07:31] Marissa: It's about nurturing those relationships,
[00:07:33] Jason: Right.
[00:07:34] Marissa: And consistently reinforcing the value you bring to the table. It's a proactive approach to customer retention and building long-term partnerships.
[00:07:43] Jason: He tells a great story about two different cab drivers he encountered in Minneapolis. One represented his company poorly while the other did it exceptionally well. It really highlights how each interaction, big or small, shapes the perception of your company.
[00:07:57] Marissa: It underscores the importance of consistency in branding and customer experience. Ah, every touch point, whether it's a phone call, right, email, or face-to-face interaction, should reinforce the positive image and values of your company.
[00:08:10] Jason: Alright, on to Step Five, Fill the Need.
[00:08:12] Marissa: Okay,
[00:08:12] Jason: Here's where we shift from telling to selling. It's all about emphasizing the benefits, not just listing off features. Mm-hmm. Chitwood reminds us that every prospect has that invisible sign on their forehead. What will it do for me?
[00:08:26] Marissa: This is where you showcase your solution as the answer to their specific needs and desires. Yes. You've built rapport, right, establish trust in your company. Mm-hmm. And now you connect the dots between their pain points and the benefits your product or service provides.
[00:08:41] Jason: Chitwood introduces a simple yet effective sequence called Feature Benefit Reaction. You start by stating a feature, right? Like this software automates your reporting. Then you highlight the benefit. Mm-hmm. Which might be, this frees up hours of your team's time each week. And then you follow up with a reaction question. Yeah. Like how would having that extra time impact your team's productivity?
[00:09:02] Marissa: This sequence keeps the prospect engaged and encourages them to articulate the value in their own words Right. It shifts the conversation from a passive presentation to an active dialogue where they're truly considering the benefits.
[00:09:19] Jason: He takes it a step further. And give specific examples for each of the Six Buying Motives. Understanding these motives allows you to tailor your pitch. Mm-hmm. To resonate with the prospect's deepest desires and concerns.
[00:09:33] Marissa: Yeah. It's about speaking their language. Addressing their underlying motivations.
[00:09:37] Jason: Chitwood shares a funny anecdote about an airline agent who almost lost a sale. Oh. Because he assumed a tour group would be thrilled about free cocktails. Turns out they were Mormon. It really drives home the importance of uncovering needs instead of jumping to conclusions.
[00:09:52] Marissa: Assumptions can derail the entire sales process.
[00:09:55] Jason: Yes, they can.
[00:09:56] Marissa: Yeah. It's crucial to ask the right questions, truly listen to their responses, and understand their unique circumstances before presenting your solution.
[00:10:04] Jason: It's a good reminder to check those assumptions at the door.
[00:10:07] Marissa: Yeah.
[00:10:07] Jason: Okay. We've built rapport, uncovered needs, showcased our company, and presented a solution. Right? Things are getting serious.
[00:10:15] Marissa: The groundwork has been laid. Yes. And now it's time to move towards securing their commitment,
[00:10:20] Jason: Which brings us to Step Six, Act of Commitment. This is where closing comes in. Chitwood believes closing should be a natural outcome if you followed the previous steps effectively.
[00:10:30] Marissa: Closing shouldn't feel like a high pressure tactic, but rather a natural progression of the conversation. Right. You've built trust, demonstrated value. Yeah. And aligned your solution with their needs. Now it's about helping them take that final step.
[00:10:43] Jason: He introduces what he calls the First Close. And it's surprisingly simple. It's a low pressure question. If we, summary of action. Can you think of any reason why we shouldn't desired action?
[00:10:55] Marissa: This phrasing subtly shifts the conversation towards commitment. It invites the prospect to consider potential roadblocks rather than flat out saying no. Right? Making it psychologically easier for them to say yes.
[00:11:07] Jason: He explained how this taps into the psychology of saying No. It's almost like you're giving them permission to decline, but by doing so, you're actually making them more likely to agree.
[00:11:17] Marissa: It's a clever approach that takes the pressure off, and creates a more collaborative decision making process. It gives them a sense of control, which fosters trust and makes them more receptive to moving forward.
[00:11:28] Jason: He shares a story about how he stumbled upon this closing technique through trial and error.
[00:11:33] Marissa: Interesting.
[00:11:34] Jason: Showing how even seasoned sales professionals are constantly learning and refining their approach.
[00:11:39] Marissa: It's a reminder that sales is a journey of continuous improvement. What works in one situation might not work in another. It's about being adaptable, analyzing your results. Mm-hmm. And constantly refining your techniques to become more effective.
[00:11:53] Jason: Chitwood stresses the importance of handling objections gracefully. Yeah. Don't argue. Right. Just acknowledge their concerns and keep that communication cycle open.
[00:12:01] Marissa: Objections are not roadblocks. They're opportunities. Right. They're a chance to address concerns, provide further clarification. And ultimately strengthen the relationship.
[00:12:11] Jason: Speaking of handling objectives. Yeah. He briefly introduces a concept called The Guaranteed Close, which allows for up to five attempts to close the deal, each one addressing objections and offering new reasons to buy.
[00:12:25] Marissa: It's a structured system that guides you through the process of addressing objections. reiterating benefits.
[00:12:31] Marissa: Wow. And ultimately securing their agreement. It takes the fear out of closing, and turns it into a natural part of the conversation.
[00:12:39] Jason: He emphasizes that mastering this technique can significantly increase your closing rate. So for those who are intrigued, we'll definitely have to do a deep dive into The Guaranteed Close in a future episode.
[00:12:51] Marissa: I think that's a great idea.
[00:12:52] Jason: Okay, so we've secured the Yes. Yeah. Now what? Well, Chitwood emphasizes that the journey doesn't end there.
[00:12:58] Marissa: The sale is not the finish line. It's the starting point of a relationship.
[00:13:02] Jason: Which leads us to the final step, Step Seven. Okay. Cement the Sale. Chitwood reminds us that it's not just about getting the sale, it's about building lasting relationships. Right. And ensuring customer satisfaction.
[00:13:14] Marissa: This step is often overlooked.
[00:13:16] Jason: Yeah, I think so.
[00:13:16] Marissa: But it's crucial for long-term success. It's about going beyond the transaction. Yeah. And creating an experience that leaves the customer feeling valued and appreciated.
[00:13:26] Jason: He offers strategies for combating buyer's remorse, which can creep in after a purchase. The key is to review the logical reasons for their decision, and reassure them that they made a wise choice.
[00:13:40] Marissa: It's about reinforcing their confidence. Mm-hmm. And addressing any lingering doubts they might have. Yeah. By reiterating the benefits and addressing their concerns, Uhhuh, you solidify their decision and build a foundation of trust for future interactions.
[00:13:53] Jason: He also highlights the importance of expressing gratitude. Yes. And outlining the next steps. Uhhuh a simple thank you and a clear plan for follow up can go a long way in building a solid foundation for a long-term relationship.
[00:14:08] Marissa: Those small gestures demonstrate that you're not just after the sale, you're invested in their success and committed to their ongoing satisfaction.
[00:14:16] Jason: Absolutely.
[00:14:16] Marissa: This fosters loyalty and encourages repeat business.
[00:14:20] Jason: He shares a memorable anecdote about the impact of thank you cards at a Sales and Marketing Executives Association meeting. It's a reminder that even in today's digital age, those personal touches can leave a lasting impression.
[00:14:33] Marissa: It's about humanizing the sales process. A handwritten note, a personalized email or a thoughtful follow-up call can make a world of difference in making a customer feel valued and appreciated.
[00:14:46] Jason: So there you have it. Right. The Seven Steps of a Successful Sale. Right. According to Roy Chitwood.
[00:14:52] Marissa: It's a system built on psychology. Yeah. Relationship building Sure. And genuine service principles that have stood the test of time.
[00:14:59] Jason: Roy Chitwood's World Class Selling, is a treasure trove of wisdom for salespeople at every level. Whether you're just starting out or you're a seasoned pro. Mm-hmm. There's always something new to learn and refine in your approach.
[00:15:13] Marissa: That's the beauty of sales.
[00:15:14] Jason: It's a constantly evolving field and the best salespeople are the ones who are always learning and growing
[00:15:20] Marissa: Well said.
[00:15:21] Jason: So if you're looking to up your sales game mm-hmm. I highly recommend checking out World Class Selling.
[00:15:26] Marissa: It's a classic for a reason.
[00:15:27] Jason: And be sure to subscribe to our channel for more deep dives into sales, marketing, and all things business.
[00:15:34] Marissa: Awesome.
[00:15:35] Jason: Until next time, happy selling.
[00:15:39] Will: That was a terrific breakdown of Roy Chitwood's Seven Steps to a Successful Sale. Marissa and Jason did a great job explaining the psychology and process behind Track Selling. I hope you found something valuable to apply to your own sales approach.
[00:15:53] Will: Before we wrap up, remember that selling isn't just about closing deals, it's about creating value and building trust with your customers. These seven steps provide a solid roadmap for making that happen.
[00:16:05] Will: Thanks for tuning into this episode of World Class Selling. Be sure to subscribe so you don't miss our next episode, where we'll explore the idea of Sales as Service. It's about how the best salespeople succeed by focusing on "being of service" to their prospects and customers. It's a powerful mindset shift that can transform the way you sell.
[00:16:26] Will: Until then, keep learning, keep working hard, and remember to reward yourself when the job is well done. We'll see you next time.
[00:16:35] Will: Good luck and good selling.
