In High Probability Selling (HPS), we begin with the steps in Prospecting (see below). If we decide that the probability of a good outcome is high enough, then we proceed with Selling. Marketing can support HPS, but is not part of it.
Prospecting
Prospecting is where we find someone who is likely to buy from us, and is where we begin to apply our tests about the probability of a desirable outcome. Here are the steps, in sequence:
- Getting and Using Lists
- Creating Prospecting Offers
- Reaching Out
- Responding to a Prospect Who Contacts You
- Presenting an Offer
- Asking About Want
- Testing Probability (Initial Disqualification)
- Setting an Appointment
- Asking for a Conditional Commitment
Selling
In HPS, Selling begins with the first appointment. It may be face-to-face (in person) or by telephone, or something else. We only do this after we have decided that a desirable outcome is sufficiently likely. Selling ends with the close, which may be on the same appointment, or not.
- Asking Personal Questions
- Confirming Want
- Testing Probability (Deeper Disqualification)
- Asking for Conditional Commitment Again
- Getting the Details Right (Conditions of Satisfaction)
- Closing
Marketing
When we do something that is directed at many people at the same time, we call it marketing. When we communicate one-on-one, we call it prospecting or selling. Marketing is not part of the sequence of steps in High Probability Selling.
Choose a marketing strategy that works well with the selling strategy you use. For instance, if you use a selling method that does not educate prospects, then make sure your marketing methods perform this function well.
Questions and comments are welcome. I will respond to as many as I can. – Carl Ingalls
Author
As I read, I thought this was a MUCH needed, critically important distinction, to be made between high probability selling vs marketing vs educating. I have just found this blog and began reading through it, so I dont know if it is covered elsewhere.
But from what I read, High Probabilty Selling does not allow for educating. I think the line was… if they don’t know about your product enough to want it, then they are a low probability prospect.
If that is INCORRECT or exaggerated please expand on ways that you do allow for educating within this sales process?
Also I think case studies especially on other types of sales… like services and b2c would be essential to round out the messages in the book.
Hello TJ,
We think of marketing in very broad terms, as something that encompasses everything we do. Everything, including lead generation, prospecting, selling, fulfillment, and educating.
We do educate, sometimes for free, and sometimes for a price. This blog is an example of where we educate people without charging them. Our training and consulting services are examples where people pay us to educate them.
Here are a couple of principles regarding educating the prospect. If a person does not know enough about your product to decide whether they want it or not, they are almost certainly not ready to buy. If they are not ready to buy, your time is spent more profitably finding someone who is ready to buy. If you do spend the time to educate that prospect, they are more likely to buy from someone else at another time, not you and not now. Educating is best done when you are being paid for it, or when you have a large enough audience to make it worthwhile.
Thank you for your question.
Carl Ingalls
Great Post,,,,,Always Great learning at HPS,,,,,Keep up the Good Work,,,,,I am A Committed Person Ty Carl,,,,,,,,,,,,,,Ory