Three Stages of the Sales Cycle


Offensive Selling

Goal: Become a vendor to as many accounts as possible.

Skills and focused activities required: Cold calling, product demonstrations, ask for the order, be patient!

Consultative Selling

Goal: Become a sustaining resource (the account views you as a necessary part of their organization).

Skills and focused activities required: Look at scope of customers’ world through their eyes – then see your place within that frame. Ask questions and listen. Provide on-target proposal.

Defensive Selling

Goal: Push away the attack and retain the account.

Skills and focused activities required: Maintain a database of activities to show “here’s what I’ve done for you, on your behalf.” Justify your position as a sustaining resource. Be prepared to strategically defend pricing, quality, product line, service, etc.

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