4 The sales process

Most sales models generally follow a similar pattern. The one illustrated below (Figure 4) is typical because it shows sales as a cycle – an iterative series of interactions with the client or customer.

Figure 4 A generic sales process

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The sales cycle starts with prospecting, then moves on to making contact, understanding and identifying needs, making a proposal, responding to objections, and ends with finalising the sale.

Figure 4 A generic sales process

The key activities you would undertake at each phase of the sales process are outlined in the following sections.