FOUR WAYS TO SELL

Generally speaking, sales methods fall into four broad categories. For each kind of sales process,
there are gurus and training programs and books and audio tapes to show you the way to do it. All of the
gurus will assert to you that their method is the right waythe only way to sell.
Well . . . what did you expect? The gurus are selling you something. Each of the four basic ways to
approach selling has some real strengths and can improve results. But each also has some significant
limitations.
For us, the goal is to understand the basic approaches and to recognize when and why each of them
works. Then we can match the method to the particular selling environment in which we are working.

1. PROCESS-ORIENTED SALES METHODS
One type of approach treats sales as a process, a series of identifiable steps. The assumption is that when
salespeople follow the steps correctly, they will be successfulprovided they have a reasonably
competitive product or service to offer. These process-oriented approaches have dominated the
salestraining market for the past generation. Their success stems from a number of factors:

Uma das abordagens trata a venda como um processo, uma srie de etapas identificaveis. O pressuposto
de que quando um professional de vendas segue esteas etapas correctamente, tem grandes chances de
tornar sucessedido -