Speed Up Your Sale With 3 Basic Techniques
“The goal of selling is to satisfy a customer need; the goal of marketing is to understand that need.” — Philip Kotler
Regardless of your field, to become a better salesperson, there are a few basic things you need to know that will make all the difference. Your sales approach probably needs to be refined to be successful. A successful relationship must also be built over the long term.
That’s why, over the next three articles, I’ll be pointing out some of the things you should be building your sales approach on. I’d like to ask you if you know what you need to do when you are responsible for making sales for yourself or your organization.
Do you know what your role is as a salesperson, as a business developer?
The majority will say, “I have to be competent in my field. Yes, knowing what you have to sell and being competent in the subject matter of your work or product is a key element in getting respect for your presentations.
But it doesn’t stop there!
Here are 3 fundamental parts to your job as a salesperson:
1- Contrary to what you may have heard, you don’t have to sell people what they should buy. Instead, what you have to do is to help them in their decision. They must decide for themselves.
Whether you’re in the customer’s presence (in your store or across your desk) or virtually (via webinar or phone), the reason for your relationship should be focused on helping them make their decision. In the real world, we all have things we are looking for, something we want to get.
That’s what you’re there for. It is up to you to accompany them, to determine what exactly they are looking for. You are the vehicle to determine the need, and then check if you can help them get it. In essence, you are not a salesperson, but rather a “decision consultant”. This approach to selling is particularly effective and win-win.
A sales approach based on customer relations and trust.
2- You should specialize in the ability to connect with others. Your role is to connect with customers. Remember that people buy from people they like, trust and like themselves. Before each of your meetings, you have some prep work to do.
Go on LinkedIn, Facebook or Twitter and try to find out the interests of the people you are going to meet. What groups do they follow? What area do they live in? Your job is to discover commonalities with your contacts and look for connections. Look for points of similarity.
Customer segmentation is a key success factor
3- You need to qualify and sort people. What you have to offer is not for everyone. So not everyone will classify themselves to do business with you. You need to be more mindful of who you are selling to. Be more discerning and help them be more discerning in their buying decision.
I can already hear some who will say “a sale is a sale, no matter who buys it”. You can always just do business with that philosophy. I, for one, am applying more consideration in my sales efforts today.
Here’s why. I’ve realized that those who really want what you have and what’s right for their business are more likely to repeat their experience. With your right attitude, these people will be loyal to you. They will endorse your cause.
A sales approach like a partnership multiplies success
Rather than just making a one-time sale to a customer, by being an enabler of their decision, you develop a partner who leads others to follow you. They become enthusiastic leaders in your cause, ambassadors for your company or person. Their good words about you will have a strong impact on your credibility and potential prospects. It will be a first screening of the customers you are trying to qualify.
It is a remarkable saving of time and effort. Their testimonials and glowing speeches revealing the rather painful challenges they had to endure, what they were experiencing as suffering and their new situation, thanks to your intervention, will make a big difference in your marketing.
To achieve results in sales, it is imperative that you understand your role. Especially when you are doing your own business development or your boss’s.
Remember, you only have to guide people to decide what they really want. Maybe what you have to offer doesn’t fit their needs and that’s okay.
Take the time to build a relationship by developing a sincere and strong connection.
You have to build bridges between you and them. If they like you, they will buy, because they will trust you.
But, always remember that we must first determine who our product or service is for. We cannot satisfy everyone. Like a mosquito in a nudist camp, we will never run out of prospects. What we need to do is put them first. You should put the greatest value you have to share with them at the top of the list. By becoming loyal to these people and applying this principle regularly, you will have a host of very enthusiastic advocates on your behalf.
Organize your sales approach with the right tools
Before you go any further, open your CRM or pull up your prospect list with the guidance I just offered. Do you know what they really want? If so, help them verbalize or discover it.
Before you jump into action, take a few moments to get to know them more thoroughly, because you’ll need to make a connection, to have some common ground to connect with them. They need to trust you. You will probably have to do some research on them.
Now, in your repertoire of prospects, who are the ones you could put at the top of your list and with whom you could develop a solid, sincere relationship? You will find that some of them are not to be prioritized. They would be a waste of your time. The same would be true for them, anyway. Others might even be considered “a little later”, since it’s not the right time.
Remember that by building a good network of contacts, you are building wealth in many ways.