Why we use the Sales Force term? Because every company ˝Sell˝. Whether it sells a product, service, idea or intellectual property. Or it is a service or consulting, or maybe something completely non-profit oriented, such as humanitarian organization. And ˝Force˝ because it takes strength and courage to make breakthrough in the market, among the crowd of competitors, that are fighting for the same customer base.

The sales process is very complex and is composed of several inter-connected and inter-dependant phases. It starts with identification of customer needs, continues with benefit presentation to customer, overcomes objections, and concludes the sales. All phases are equally important, because if we are not sure what does some customer needs, we can try to sell the wrong product to the wrong person for eternity, but we will fail.

Still, if we found what is the need of customer, and that might be our product, if we do not present ourselves to our potential client, we will fail. The Customer will simply go to our competitor, with similar product or service, but with better presentation.

And situation continues similar way down the process. If we have right customer and we have right product and presentation that sparks the interest of client, but he is still requesting more. If we do not succeed to overcome objections and close the sales, we are nowhere.

Today the market is dense and filled with competitors that fight for market that you consider to be your domain. Whether you have direct competitor with same or similar product ( basically the same product, similar price, different brand – e.g. different toothpaste ), substitute competitor that can provide product or service that can satisfy the same need but in different way ( fresh milk or powder milk ), or it is competitor that will invent something new that will diminish the interest for the whole category of products ( mobile phone replaced pager ).