Selling for Beginners
Sales has evolved significantly in recent years. The old-fashioned idea that success in sales depends on having the ‘gift of the gab’ no longer holds true. Today’s customers aren’t looking to be sold to—they want to have a conversation with someone who can solve their problems.
The most important skill in sales today is the ability to listen to customers’ needs and offer solutions that meet those needs. If you follow the five steps below, you’ll be well on your way to becoming a skilled salesperson. This advice is based on many years of experience in the field.
Bridge Building
The goal here is to make the other person feel at ease and break the ice. Introduce yourself and provide a brief overview of your company. Thank them for taking the time to meet with you. Ask open-ended questions to help them relax and encourage them to talk about themselves or their business. Mirror their attitude and get into the same frame of mind, but don’t spend too much time on small talk—it’s important to remain professional throughout.
Establishing the Need
Listen carefully to what the customer is telling you in order to determine what they need. Ask for permission to take notes—this shows that you’re professional, interested in their business and don’t want to miss any important details. If a specific need isn’t immediately clear, make suggestions based on your experience of how similar businesses have improved through your products or services. Share real-life examples of how you’ve helped other customers, without revealing any confidential information.
Presenting the Solution or Benefit
Your objective is to illustrate how your company’s products or services can benefit the customer. This involves recommending the right product for the right situation by clearly explaining its features, advantages and benefits.
- Feature: What the product is.
- Advantage: What the product is designed to do.
- Benefit: What the product will achieve for the customer.
One effective method is to share examples of how your other customers have benefited in similar situations. This makes it easier for your prospect to see how your solution will work for them.
Closing the Sale
Closing is simply the act of asking for the order. The easiest way to close a sale is to be assumptive—talk as though the customer has already decided to purchase. Discuss the impact your product or service will have and the difference it will make. One of the biggest mistakes salespeople make is walking away from a customer who’s ready to buy because they miss the buying signals or are too hesitant to ask if it’s OK to proceed.
Handling Objections
Objections are the reasons customers give for not placing an order and they are a natural part of the sales process. Rarely is the real objection about cost. Some objections may not be genuine and should be gently probed for further clarification. Others can’t be fully overcome, but their impact can be minimised by restating the benefits and showing that the reasons to buy outweigh the reasons not to.
When handling objections:
- Agree, acknowledge the concern.
- Re-state the benefits, and
- Close again with confidence.
If you require further training on this, or any other sales and marketing-related topic, please contact The Last Hurdle. We’re here to help you succeed.
