The TBOP process sets up the sales presentation. It creates the foundation of the sales call and allows your salespeople to proceed with an effective and relevant dialogue.

The process consists of asking the necessary questions, listening to what the prospect’s saying and reflecting upon what’s been discussed.

These are the four steps of the TBOP process:

1. Transactional opener: Start with a statement of confidence, willingness and preparedness. Then move to asking the prospect about his or her goals, and end with a recap of what exactly it is the prospect wants.
2. Benefits: Find out what benefits the prospect is looking for, and paint a clear picture of how your product or service will help the prospect reach his or her goals.
3. Obstacles: Figure out the obstacles to making the sale.
4. Plans: Discuss any previous attempts to get a deal done, and ask about future purchasing plans.

Statement of confidence

A statement of confidence tells your prospect that you’re ready to provide them with info in whatever medium suits them best (phone, e-mail, direct mail, etc.). It also sets their expectations for the conversation. Plus, it puts the prospect at ease and sets the table so you and the prospect can come to an agreement on the goals he or she wants to achieve.

Benefits

The best way to uncover the benefits the prospect is seeking is to ask questions. In order to avoid resistance or confusion from your prospect, it’s a good idea to take a few seconds to explain how you will be better able to serve him or her if you have more information. Listen to what the prospect says he or she wants your product or service to do — and how he or she plans to use it.

Obstacles

What has prevented the prospect from making this purchase in the past, and what has the potential to keep them from making the sale now? Figuring out these obstacles allows you to brainstorm approaches and solutions.

Plans

Ask the prospect about his or her future plans. This’ll ensure you don’t go down a road the prospect is hoping to avoid. You’ll also be able to find out if there is a need to frame your product or service against a competitor’s.

Adapted from: “Coaching the Sale,” by Tom Ursiny, Gary DeMoss and James Morel

Tags: benefits, prospect, sales call, sales presentation, TBOP