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Chapter 2 - The C-Cubed Concept

Transitioning to the card payments industry is often a two-edged sword: potentially a financially rewarding endeavor, yet often difficult for the sales professional new to an unfamiliar industry. This program is designed to assist both new and seasoned veterans attain true financial success by employing a simple and effective sales process. 


Most sales fall into two general categories: simple (commodity) and complex (non-commodity). Understanding the differences between the two will provide valuable insights into how purchasing decisions are made. 


Knowing the differences between sales is important. Being able to INFLUENCE the sale is critical when you are trying to write deals. We will look at the five elements which affect the sales process and discuss how each fills a key role in consummating a sale. 


Once we establish the types of sales and the process that drives sales decisions, we can look at the role ‘sales consultants’, specifically ‘sales facilitators’, provide in purchasing decisions. We will set the stage for an effective action strategy that we will discuss in the coming chapters. 

iPROCESS - Understanding Sales 

Section 1 - Understanding the decision making process

“Day by day, what you do is who you become.” - Heraclitus 

C3 – Comfort, Competency, and Conviction 

Let’s take a trip to the store and purchase some groceries. Our list is short: bread, milk, and eggs plus peanut butter (impulse sale). 

This is the sales recap: 

  • We have only a little milk, two eggs and no bread (moderate urgency). Three of the four items purchased were brand specific (products I have purchased in the past).
    • Purity 2% milk (preference) 
    • Pepperidge farm Farm whole wheat bread (preference)
    • ‘Grade A Large’ is as far as my ‘egg expertise’ goes…I check to make sure they are not broken but one brand is the same as the next.
      • I am not a connoisseur where ‘eggs’ are concerned (NO preference)
      • I go with the lowest price
  • The peanut butter? Jiff. (Impulse buy…we will discuss later)
    • Smooth and Creamy. (Preference)
    • Seeing the product was a reminder that we had no peanut butter (urgency).

The sales process was . . .

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