Many entrepreneurs, who are concentrating on their good idea, do not know how to make the sales need to make their companies succeed. I suggest that they concentrate on the BUYING Process instead of the Sales Process. So, what is the Buying Process?

The first step a buyer needs to take is to get the customer to like you. This relationship might begin at a networking event or business expo, watching your kids play a sport, or being introduced by a mutual friend. The first impression is and important one. Your goal is to be liked. find out about your prospect, what does he do, what is his business, what are his problems?

After the customer likes you, he needs to become aware of and like your company. That might be through your ads (do you look at least as good as if not better than your competition?); through your reputation (remember that the next time you're dealing with a difficult customer); or your website (ask people you trust to give their opinions). Be aware of your reputation, and how it is effected by every move you make.

Of course, your product/service also has to impress the customers, and be valuable to them. YOU think you have a great widget that EVERYONE needs and wants, but you should be prepared to be able to demonstrate why I would need or want it. Make sure you can tell stories about other customers' success with your product. Make sure you have customers that prospects can call if they want to talk with someone who has used your product/service.

Once you have gotten to this step, the sale is almost out of your hands. This step is money. Does your customer have the money to go forward? Will they have to wait six months until the budget can handle a new purchase? Here's where you find out if you have succeeded in proving the value of what you offer.

The last step of the Buying Process if time. No matter how much the customer likes you, your company, and your product, and no matter how much money they have, if the timing is wrong, no sale will happen. The reasons are numerous, and they are not always professional. We had one client who had to have immediate surgery on her back. What to do? Keep in touch. Remember to send pertinent articles you see, a get well card was definitely called for in this instance. Do you have a newsletter. Ask the customer if he would like to receive it. When the time is right, he will call.

By focusing on the customer, his doubts and fears, you will become a better salesperson, and may even enjoy sales. For sure you'll enjoy the benefits of making more money.