Sales Success
Insights from The Last Hurdle™
I had the pleasure of speaking about Sales Success at the Towcester Business Club’s Christmas dinner and what a great opportunity it was! Any chance to share my passion for sales with a captive audience is one I thoroughly enjoy. Special thanks to Annie for inviting me to speak and to James Rudd from About My Area – Towcester for capturing the event so well.
The event took place at Towcestrians Sports Club, where we enjoyed a fantastic meal and were well looked after by the supportive staff, even when a minor technical issue arose. It’s definitely a venue I’ll consider for future events!
Given the overwhelmingly positive response to my presentation, I’ve decided to share the core elements of my talk here. These are my top tips for Sales Success, drawn from many years in the industry and of my experience in forming and developing The Last Hurdle™. I hope these tips serve as a useful reminder of what it takes to be a successful, professional salesperson.
Be Yourself
People buy from people, not faceless corporations. Your authenticity is key to building trust and rapport with potential clients. If you try to be something you’re not, people will pick up on it, even if they can’t quite put their finger on what’s off. This can be enough to put a prospect off. So, relax, be yourself, and enjoy the moment. Authenticity fosters trust and long-term relationships.
Identify What Your Customer Wants
This may sound basic but understanding exactly what your customer needs is fundamental. Conducting a needs analysis is essential to the sales process. You’d be surprised at how often this step is overlooked. It’s common for salespeople to focus on overcoming objections and highlighting features and benefits, but all of this is wasted effort if you haven’t first understood your customer’s specific needs.
Even formal sales qualifications like an NVQ in Sales often miss this crucial element. I’ve seen it firsthand with an apprentice of mine studying for an NVQ Level 2 in Sales. They’re taught many key processes, but not how to identify the customer’s needs from the outset! If you don’t know what your potential client wants, how can you truly meet their expectations?
Communication is Key
Effective communication with your customers is essential, not just to make the sale, but to keep them informed about your full range of products or services. It’s easy to assume they already know everything you offer, but in many cases, they don’t. This is where drip-feeding information into your marketing strategy comes in. Make sure your clients are aware of all the ways you can help them by regularly highlighting different products or services in your communications.
Explore New Markets
“If you do what you’ve always done, you’ll get what you’ve always got.” To grow your business, it’s essential to identify new target markets. Look for emerging sectors that could benefit from your products or services. A great example is the cottage industry boom, particularly in areas like artisan food production and small-scale retail, such as the thriving cupcake industry. These businesses may need everything from accounting services to IT support, printing and business advice. Are you currently targeting these growing sectors?
Always Follow Up
Follow up on every quote and proposal, no matter how certain you are that the prospect won’t proceed. People will surprise you. Even if you don’t get the business immediately, following up shows professionalism and keeps the door open for future opportunities.
Use Positive Language
Avoid negative language wherever possible. For example, instead of saying, “I’m so glad the snow has gone,” which draws attention to the negative (the snow), say something like “I’m so glad the sun is shining.” This subtle shift keeps the focus positive and creates a better atmosphere.
Embrace Silence
Silence can be a powerful tool in sales. Once you’ve presented your pitch or proposal, resist the urge to keep talking. Give the prospect space to process the information. If you stay quiet, they will usually fill the silence with their thoughts on the offer, giving you valuable insight into their position.
Don’t Sell – Educate
Most people don’t like to be sold to, so why should we assume it’s OK to sell to others? Instead of selling, focus on educating your prospects. Once you’ve identified their needs, provide them with all the information they need to make an informed decision. This builds trust and helps them feel more confident in choosing your product or service.
Handle Objections with Care
While it’s important to handle objections, never argue with the customer. Even when you think they’re wrong, remember: the customer is always right. Approach objections as opportunities to clarify and provide further information, not as points of contention.
Stay Active
Patience may be a virtue, but it won’t bring you new business. Activity is the key to generating new leads and building your sales pipeline. Regular, consistent activity – whether it’s attending networking events, following up with prospects or reaching out to new leads – is essential. Keep in mind that it often takes at least three months to build a sales pipeline.
Ask for Recommendations
Referrals are among the most valuable leads you can get. Don’t hesitate to ask your satisfied clients for recommendations. You can even incentivise them with discounts or special offers. A third-party referral carries more weight than any advertisement or cold call.
Be Honest
If you don’t know the answer to a question, don’t blag it. People respect honesty. If you’re unsure, say so and offer to find out. This approach not only builds trust but also gives you the opportunity to continue the conversation once you have the correct information.
Remember to Smile
Whether you’re meeting someone in person or speaking to them on the phone, a simple smile can transform your interaction. A smile can change your tone, pitch and overall demeanour, making you more approachable and engaging. Give it a try – you’ll be amazed at the difference it makes!
If you found these Sales Success tips useful and would like to learn more about development, or even inviting The Last Hurdle™ to speak at your next event, please get in touch. Email us at hello@thelasthurdle.co.uk
Once again, special thanks to James Rudd from About My Area NN12 for the fantastic images, and a big thank you to Towcestrians Sports Club for being such wonderful hosts.
