Using a sales process can be likened to having the right tire; you're not going to get very far with out having the right kind. The best tires will get you through the worst conditions, just as the right sales process will help you overcome the toughest times. Run over a nail and you’re likely to need to replace the tires; similarly, even the best client relationships sometimes need reinvigorating.

"Selling Solutions" is a customer centric cycle that focuses on providing solutions and building a relationship. You'll find you can pick it up at any stage, depending on your relationship with your customer. It may take a year to get through the whole solutions process with one new customer, while other customers may be ready to make a commitment after two sales calls.

Unless you’re closing every sale, you might want to consider how you can more closely connect with your customers by approaching the relationship in seven steps. Each piece offers value to your bottom line; many of my clients report the first five steps greatly reduce objections and make 'the close' much more natural.

• Build rapport: get to know them as people.
• Establish interest: grab their attention – it’s about them, not you!
• Identify needs: what are their hot buttons?
• Offer Solutions: be creative with connecting your product/service.
• Motivate the Customer: give them a reason to react and move forward.
• Overcome Objections: identify what questions you didn’t answer.
• Gain a commitment: seal the deal.