A sale does not happen by chance: it follows a logical sequence. Knowing these stages stops you from skipping steps and closing too early.

The main stages

1. Making contact — creating a climate of trust.
2. Discovery — understanding the customer’s real need.
3. Presenting your case — offering the right solution.
4. Handling objections — removing the obstacles.
5. Closing — getting agreement.
6. Follow-up — building loyalty after the purchase.

The classic beginner’s mistake: skipping discovery and launching straight into the pitch. The result is a solution that misses the need. Every stage sets up the next one.

Key takeaway: respect the order of the stages. You only close well when you have first explored and argued well.