There’s great satisfaction and euphoria in selling “stuff”. Unfortunately, it often leads to temporary success and a lack of understanding related to the larger opportunity that exists with your customer or client. In order to maximize the “sweet spot” of a sales target, it’s important for salespeople to begin their sales process with the end in mind.

The functional act of selling recognizes closing business as the primary objective and will likely lead to a disjointed sales process. While this will allow you to sell “stuff” it will constantly feel like trying to put a puzzle together without a picture of what it’s supposed to look like when you’re finished. The puzzle may get put together, but it will increase the amount of time it takes and lead to increased frustration along the way.

The strategic process of selling recognizes the importance of foregoing the incremental act of selling “stuff” in favor of maximizing the larger end-game opportunity. This allows you to put the sales puzzle together with a clear picture and understanding of what it’s supposed to look like when you’re finished. Completing the puzzle becomes a question of personal discipline and an ability to eliminate immediate gratification in favor of following your sales process. The clarity of beginning with the end in mind is established by understanding the needs of your customer or client and where they want to end up. This is achieved by designing and asking a clearly defined set of questions that allow them to create the roadmap that you will need to arrive at their destination.

While it may seem counterintuitive, you will come to recognize that working with the end in mind will definitively shorten your sales cycle and dramatically influence the sales results and income you are able to achieve.

Note: Every salesperson, regardless of ability, gets the opportunity to close immediate business that is based on a customer’s immediate need. This need is present to such a degree that it must be fulfilled and doesn’t negatively impact and end game or long-term view. When this opportunity presents itself; close the business immediately and provide the incremental result your customer or client requires. This is an appropriate sales decision.

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