It’s a commonly held mantra that in sales, customers aren’t buying the
product, they’re buying you. I believe there’s at least half a truth in this, but
becoming an absolute sales genius goes way beyond whatever it is you’re selling.
The one thing that potential buyers do not want to feel like is just another
pitch. Like many services, consumers require something a bit more personalised
in these days of ultra-connectivity.
If you’re going to become a successful salesperson, you need to know how
the customer thinks. This is a crucial part of understanding your market and
having the results to show for it. Put yourselves in their shoes for a second.
Would you buy from you? What would change your mind if it came to that? It
could be simpler than you think. As someone who’s worked in and alongside sales
people for a long time, here’s what I’ve learned.
Know your Client
There are many benefits to knowing, in and out, the objectives,
requirements, and specifications of your desired customer’s business.
Ultimately, it will help you pitch a sale that meets the needs of your buyer,
as well as tailor specifically different parts of your sale to grab and hold
the attention of your customer.
If a potential client can see that you’ve done your research, and that
you know their business where it counts, they’ll be more likely to do business
with you. Show that you take an interest in the work they do, as enthusiasm in
sales goes very far. By showing them this, you display a level of commitment which
could secure a deal.
Collaboration
A collaborative attitude to sales, as opposed to the idealistic mind-set
of self-suspension, is the sure road to selling success. Unless you’re a lone
wolf, many professional sales people forget that where they lack, their
colleagues can often plug the holes. In my experience, this is a pride issue
with many sellers, who believe they may be entitled to a particular line of
business and want to prove it as such.
Working closely with your sales team will enable you learn more about
your client, as well as provide better ongoing service and support to potential
customers. Many consumers value customer service and availability over prices
any day, so show them that you’re part of a team that is always just a phone
call away. On a one man crusade, this becomes much more difficult.
Accountability
and Recognition
This one is more aimed toward sales managers. Motivating your workforce
and sales staff is a hugely important part of success. Without it, sales people
may feel that they have no stake in the business that they work hard to
support. At every chance you get, show them that this is not the case and display
how their actions have larger, more beneficial consequences for the entire
business.
Knowing that they are making a difference is a good first step. Next,
you’ll want to reward staff when the work they do is good! The most obvious
form of reward is commission, which is commonly practiced in many sales
organisations. Try and go beyond this every chance you get and take good care
of sales staff, this includes not only rewards but experiences that will also
enrich their careers, such as free workshops or online sales training courses.
Know your
Competition
The main reason you’ll face rejection is because the competition is just
too hot. This is preventable through some basic research and understanding of
what your competitors have to offer. If you can develop an understanding of the
way others do business, and if there’s anything you’re not doing, you’ll be
better prepared to negotiate on what you’re offering, as well as better
understand what you potential buyer is expecting.
Knowing your competition will also give you a much better understanding
of your own limitations. By developing a robust knowledge of your own
offerings, you’ll be prepared for every eventuality that the customer throws at
you. In these cases, the trick is to be absolutely prepared for every scenario,
as anything short of this will be a sign of weakness.
Qualify Every
Lead
As a salesperson, it will be tempting to jump on every opportunity
presented to you, but this isn’t always the best way to do things. Keep
yourself to a high standard and think carefully about both the advantages and
disadvantages of each potential sale. Always consider whether a prospect is
worth chasing from both a financial and time-restrictive stand point, as well
as how it will impact the rest of your team.
There are always several questions you should ask yourself about a
potential sale. Is it within your company’s budget? Is it a long term
investment or a quick-win that presents no fruitful ongoing results? Is it in
the best interests for the company or person you are selling to? Presenting
yourself these questions will save you time and effort.
Comments
Post a Comment