Every sales professional should have a reference library on effective selling techniques. There are lots of sales trainers who dispel “sales wisdom” which in reality does not help the sales person improve their sales close rates. Gathered from sales interviews and insights from sales leaders here are some really effective selling techniques that have been proven to work. Ten sales technique tips that might help improve sales performance.
- Find the real problem or pain point the prospect is communicating. Do not fall into the trap of assuming that the prospect is communicating the true problem that needs solving, the so called “red herring”. It is important to dive deeper into every customer scenario. Like a doctor, a sales professional must ask “is this the prospects real pain point or is it just a niggle?” Then prior to diagnosing and offering a solution on how to address their challenges, more questions needs to be asked in order to get at the root of the customers problem or pain, and then it is the job of the sales person to demonstrate value to the prospect by aligning the product to the customers real goal.
- Telling is not Selling. In the agreement staircase a sales professional should always be helping the potential customer discover the best reasons to buy from their company and never ever telling them why they should. The potential customer should have decided they will be buying from you before the final proposal or presentation.
- Two ears and one mouth. The gift of the gab does not hold true. Sales people should seek first to understand then be understood. The first priority is about listening and asking questions. In a digital world, if a prospect wants the lowdown on a company’s products or services, all they have to do is visit the website. Selling is a series of conversations, and building trust via honest exchange of information.
- Put yourself in your customer’s shoes. Buyers go through a process of self-discovery and education before reaching a decision on which product or service is the right solution. Customers do not like being railroaded and to be told what to buy. To avoid the “selling by telling” scenario, it is critical to ask key questions or relate the “feel, felt, found” third party stories which guides the customer to discover the benefits and advantages of your product or services. When a sales person asks open-ended questions that leads to a discovery, the customer themselves owns the discovery and buyer resistance reduces. Customers do not tend to argue with their own logic.
- Ask, Sell, Educate. The first goal in selling is to find prospects and then ask why, and under what circumstances, the prospect will buy from you. Asking questions and listening comes first, the sharing of materials, data and specifics comes next. Ask, Sell, Educate in that order.
- A Sales person’s time is valuable too. As the sales conversation progress, a sales person must make the decision whether or not to continue investing time in the relationship building with the prospect. If a sales person is a poor decision maker in order to keep the prospect on their pipeline, the lack of clarity and decisive action will be mirrored in the prospect’s actions. A golden rule of sales is the shorter the selling cycle, the more leads that will close.
- Never Assume. A good sales professional always gets the facts from the prospect about what they need and why. When a prospect is vague with detail, ask for clarity. Never fall into the trap of being a mind reader. When sales people jump to conclusions, assumptions are made that lead to a waste of valuable time and opportunities being squandered. As the saying goes, Assume is to make an ass out of you and me.
- Never work for Free. When and if a prospect asks for free work, proof of concept or consultancy before they will make a buying decision, play the “What If” sales game. Paint a what if picture to the prospect where the additional groundwork or consultancy is completed which is then a solution that fits everything the prospect needs, what happens next?, will they give you the purchase order? If the prospect flinches at sealing the deal even after the additional free work is completed, or if they introduce another step in the sales process, it may be time to walk away or focus on the new step in the sales process. When you want to know where you stand, focus on the present.
- Be tough on yourself. It can be too easy to cast blame on the prospect for stalling the process or wasting your time. Instead, look towards yourself. It is the role of every sales person to guide, assure and inform the prospect plus address any detours along the way. The most effective way to improve sales success is to continue to refine your own sales approach and technique while valuing your time.
- Never perfume the pig. Never ignore any product limitations or cover over any issues the prospect identifies during the sales process. Always try to be open and transparent on product advantages, parity and disadvantages during the selling cycle. The prospect will respect a sales person that is mature enough to never to try and blanket over anything, instead turn the focus on how together you can problem solve, creating a win/win team approach to the prospects solution.
So there you have the ten sales techniques, it is not an exhaustive list or even suggesting it is all encompassing, but even if you find one suggestion that will work for you in your sales career then maybe the ten minutes spent reading this article was worth it. Happy selling and for more sales tips articles visit the Bitter Business.