The GOLD selling model was created to make the selling process simple, very simple. It is a flow that makes sure the sales person knows where they are in the process of a sales meeting and how to move forward. This process works on cold calls with no previous relationship or all calls where you have had a customer for many years.
The GOLD Selling method is:
Greeting – This is how you are going to start off the sales meeting? It is your intro, first impression, statement of meeting objectives. It needs to be clear, concise statement that sets the tone. For first time introductions, you have 15-20 seconds to get your name, company, and point across. Do it well, and the call moves forward. If done poorly, the buck stops here.
Overcome obstacles – These obstacles may be lack of interest, poor timing, or even a flat our rejection. If you customer has something that is standing in the way, you need to overcome that obstacle before you can move the process forward. In order to get past this stage, you must present value to the customer. Sound difficult, well it is not. In most cases, you will have no more than 5 objectives that occur over 80% of time. Write down 2 replies to each, say them out load, and connect with the one that fits your sales style the best.
Link the need to your solution by asking questions – This involves asking the right questions to allow the customer to acknowledge they have a business need, point of pain, or business gap and that you have the solution that best solves them need. This stage involves a keen sense of active listening and engagement. You need to know what how to ask questions that get the client to talk about their business while steering the conversation to play to your solutions.
Definitive action item – Know what needs to happen and when. This defines the steps to move the process forward. Make them clear and agreed upon from the customer so you have buy in and support.