The nine basic skills to master for better sales.
In the vast majority of businesses you’ll find that the pareto principle applies, i.e 80% of the sales are made by just 20% of the sales people. These top salespeople are selling the exact same products and services as the rest of the sales team to the same audience and the same market segment. So why are some people more successful than others, it can only be down to the people themselves. Successful sales people have mastered the 9 basic skills required for excellence in sales. The important point is that you only need to be marginally better at selling to be many times more effective. In this blog we’re going to look at these 9 basic skills which are:-
1.Have a positive attitude towards selling
Make a decision to have a positive attitude towards sales and selling. It’s fun, so if necessary change your attitude. It’s widely accepted that the excitement and enthusiasm of the sales person accounts for around 50% of the success in selling. You need to be in the state that you want your prospect to be in, so if you want them to be excited about your product or service then you need to be.
2. Manage sales activities effectively
Controlling and monitoring activities is essential. Activities lead to sales. Remember that sales is a numbers game. If your presentations to customers have a 40% success rate, then 10 presentations lead to 4 sales. Make a careful study of the activities you undertake for a comparison with sales achieved. Learn what the success numbers are in your business, and for yourself. Do the numbers! you will make sales.
3. Know your product and its competitive advantage
In which way is your product or service different from your competition? Do you have a unique selling proposition. What is your competitive advantage. Is your product perceived by the customer as being better in some way? Is it cheaper? Is it faster? Are you more pleasant to deal with? If there is no reason why the customer should buy from you, then the customer will buy from the competition.
4. Identify your customers
Why should anybody buy your product or service? What is the benefit or improvement in their condition? Whose life will be enriched? Who will get the greatest improvement from your product or service? With which customer does your competitive advantage make a difference? Customers want to be more, have more and do more.
5. Identify your customers needs
Do not focus on trying to sell the product which you produce, find out what benefit your customer desires. Talk to your customers, you’ll be surprised how often price is not the priority. They maybe looking for a local supplier, excellent service, a guarantee, immediate delivery or staged payments. If you know your customer, then you have a greater chance of forming a lasting relationship which leads to permanent relationship selling. Remember the customers favourite radio station is WIIFM or What’s In It For Me!
6. Have an excellent sales presentation
Giving a presentation like public speaking is one of the most feared events in western society. In surveys of people’s fears, death is usually ranked around number six. Public speaking and presenting is usually number one. Make a habit of giving brief presentations to improve your skill level. When making a presentation to a customer focus on the benefits, do not mention the cost. If forced to mention the cost do so after relating it to a benefit. I.e. This product or service will generate you an extra £100k in sales or save you £100k in costs annually and the investment is only £15k. Be positive, be excited and enthusiastic about your product or service. You need to be in the emotional state you want your prospects to be in. I.e. if you want them to be excited about the product or service you need to be.
7. Know the objections you get and how to handle them
Know how to handle the inevitable objections you will get. You have to understand that an objection is merely a request for more information. As long as the customer is objecting you’re still in the game.
- We don’t want it means, tell me more about the benefits.
- We can’t afford it means, can you do something about the price or arrange financing.
- We don’t believe you means, give me more information, convince me.
- We are happy with our current supplier means, can you explain your competitive advantage.
Familiarise yourself with the common objections you receive and rehearse your replies.
8. Follow up and know how and when to follow up
Follow up, make that second effort. You may not sell on the first visit or the first occasion. Make a decision to go the extra mile, make the second effort, follow up your initial approach. You can always reopen a negotiation with new information, new price, better terms, a better offer following discussions with your boss, partner etc. Follow up direct mail with a phone call, follow up a presentation or visit with a note or email, or even a small gift or thank you card. Ensure that your final contact with the customer is always positive. Ask for referrals and testimonials.
9. Close the sale. Know the necessary closing questions and techniques.
Close that deal / sale. A customer is someone who is willing to trade money for the benefit you offer. At some point in a conversation with your prospect you eventually reach the point when it’s time to close the deal. Here are some of the types of close you could use:-
- Invitational Close. Should we complete the paperwork? Or give it a try?
- Assumptive Close. Let’s arrange the delivery, let’s complete the paperwork.
- Alternative Close. Will you be paying by cash or credit card, or do you want the blue or the Red.
- Secondary Close. Will you take it now or would you like us to deliver.
It’s important to note that when the prospect is considering the answers to these questions the sale has been made.
One final close is the Hot button close, where the customer has to buy because it’s red in colour and it’s the only red one they’ve seen or it goes perfectly with their curtains or other furnishings. Given the chance, always go for the hot button close. Identify the most attractive feature and keep talking about that.
Master these nine basic skills and you’ll soon be knocking it out of the park.
Twelve intensive half-day meetings.
