In these challenging economic times, I am hearing the same message from all the clients who I speak to. Owners and Managers need to focus on sales and they all want to know the secrets to selling and how to increase their monthly turnover.
On a simple level I believe that the best sales training anyone can get comes in one sentence – Ask your clients the right questions and then listen. Sales people talk too much, push too hard, they try to sell a potential client their products and services without really understanding what the need is – ask and listen. Give your client time to think with you, talk to you and then together, with your product/service knowledge, offer them a solution.
Sales needs to be about service, about consulting, about making a difference!
“People don’t care how much you know, until they know how much you care.”
So, what is in a sale?
1. Confidence: You are the USP
In today’s highly competitive world very few companies have got it right to offer Clients something that is totally unique. If they manage to do this, it is quickly followed by their competitors and becomes the standard offering. The one offering that cannot be duplicated is the combination of character and competence that individuals possess.
It is about the level of integrity and the intention of the sale that can make your offering unique. It is about how an individual wears their brand – who they are, what their purpose is and how they convey this.
2. Trust: Your ability to consult and listen
Trust speeds up the reaction time in business. If someone trusts you they are less likely to need time to compare your offering with others, need testimonials, need references, need proof, have extensive legal documents drawn up etc. The simplest way to build trust is to ask intelligent questions pertaining to the Clients business and then listen to your client. Go into the meeting with the intention to hear the Client’s needs, not to sell the Client your offering. Listen to understand, not to respond.
3. Respect: Aligning a need with your product/service offering
You will gain your Clients respect when you show the Client that you are able to absorb what he/she has said to you and then align it with your product/service offering as a solution. It is about understanding the need and confirming that your solution can make a difference and improve their business. It is also about walking away if you cannot assist the client or referring them to someone who can, with confidence.
4. Credibility: Thought leadership in your chosen field
We all want to work with people who are specialised in their chosen field. When we sell something we are selling knowledge and there is an assumption that the Seller has more knowledge in this area than the Buyer, otherwise the Buyer would be doing it or getting it themselves for a much reduced fee. How do you keep yourself up to date with current trends in your area of specialisation?
5. Structure: Planning, persistence and follow through
No sales cycle is sustainable without a plan. Too many individuals rely solely on reactive sales and do not take control of the sales cycle by planning what they want to achieve, by when and from who. Sales is about persistence. It is about achieving top of mind awareness in your chosen field.
In building structure, we also build confidence with our Clients. They start to anticipate the monthly call, the quarterly newsletter, the follow up call, the reminder etc. They realise we are here to stay and would value their business.
6. Sales Skills: Closure
Any sales cycle ends with closure on a deal, a conversation, a telephone call, an email. The most common mistake individuals make is to invest time and energy into the first leg of the sales cycle and then not follow through to the end. Every action needs to have a result.
7. Service: Continued contact
We all know that it is easier to get more sales from our active client base. The success of this is rooted in your service. Firstly it is about the follow through from the sale and secondly, how you continue to keep in contact with the Client. Are your clients on a regular call cycle? Are they informed of new products and other services you offer? Do you do a service evaluation with them? Do you say thank-you to them?
Some Inspiration
“Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important’. Not only will you succeed in sales, you will succeed in life. ” Mary Kay Ash
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