After the Marketing Team creates interest in our product, the Sales Team is responsible for convincing potential customers to buy our product. Understanding that sales is a personal, problem/solution relationship between you and the customer is the key to being a good salesperson. We want customers to understand how our product is the solution to their problem, even if they don’t know it yet. Below is the Sales Cycle that we use in Fair Haven Innovates that takes a customer from initiation to retention.



A customer can be anyone and a sale can happen anywhere. When a conversation starts about what we do or sell, you have the potential to make a sale, so it is important that you are ready. Here are the simple rules for making sure first contact with a potential customer goes well:


  • Give an Elevator Pitch – You have 30 seconds to explain why, how, and what we do while generating interest from a potential customer.


  • Answer the Barrage – What follows the elevator pitch is usually a predictable barrage of questions about our business and product. Anticipate them and answer them concisely. 


  • Be Ready to Freestyle – What follows the barrage is usually less predictable, but is usually best answered with stories and emotional appeals. Be ready to freestyle about our business or product.


  • Deliver a Call To Action – Never leave a conversation without setting up a clear next step. Tell the customer what you want them to do, or find out what the customer needs from us to move forward toward a sale.



After initiating a conversation with a customer, you may have to follow-up with a more formal presentation. Whether a phone, video, or an in-person presentation, here are the simple rules for giving a great presentation:


  • Ask a lot of questions and listen.
  • Use good body language.
  • Use our presentation best practices.
  • Deliver a Call to Action.



After initiation or a presentation, you will often have to negotiate. Negotiations can happen over a number of details, but understanding that what someone is negotiating over is a reflection of what they value is the key to being a good negotiator. Here are our simple rules for negotiating:


  • Do your homework.
  • Go first, then listen.
  • Manage objections.
  • Work toward a win/win, but know your BATNA.



Once we gain a customer, we want to keep that customer for life. Having great relationships with customers is important because it helps ensure they will buy from us again and can help us grow as a company. Here are the simple rules for retaining customers:


  • Check in at key intervals
  • Get customer feedback
  • Ask for Use Cases
  • Ask for referrals