Traditionally when we think of salespeople, we automatically think ‘the gift of the gab’. The perception has always been that as long as you you can talk a good game, you’ll be a good salesperson. However, we have learnt that being able to sweet-talk clients isn’t going to get you all the sales you need to be able to make a good living.
Nowadays sales, as a whole, is much more cut-throat as competition becomes more intense. Customers are also becoming increasingly demanding as they realise they have the option to go elsewhere if they don’t get what they want from you. Therefore, having the gift of the gab is no longer sufficient and you, as salespeople, need to have a whole host of skills to be able to make a difference and boost your sales. These tools range from the initials of understanding your clients’ needs and listening to what they require, to knowing your product and market inside out, and closing that all-important deal.
Prospecting
If you are unable to identify new business opportunities, you won’t get anywhere with sales. You need to know your target audience and how to reach them. Research and learn how they can be communicated to. The key is to keep up-to-date with changes within your market and also to be able to identify who to contact from a list of prospects.
Introductions
This is where many people will make an initial decision as to whether they want to do business with you. People tend to make up their minds very quickly as to whether they like someone or not and whether or not they trust them. Your introduction needs to contain the necessary small talk while remaining professional. Tell them a little about you but think about what will interest them about you. What will make them want to continue this conversation?
Understanding the situation
Ensuring you have a full understanding of your customers’ needs is the most important part of the sales process. If you get this part wrong, the rest of it will also be wrong.
This is the part where you really have to listen to your client – ask lots of open-ended questions to find out what their needs are. Only then can you make any suggestions as to how you can help.
Product knowledge
It goes without saying that you should know your product inside out, back-to-front, and in all its variations. You need to be able to describe, without any difficulty, what the features, advantages and benefits of your products are to your customer. These features, advantages and benefits need to be communicated to your client with reference made back to their needs and how your product can solve those needs. Give them a reason to do business with you.
Listening, not just talking
Listening, and the ability to listen, is a key skill for any salesperson. Customers hate to be sitting in front of a salesperson who can only lecture them on the products or services. The most successful salesperson is one that interacts with their customers by asking questions and referring back to the factfind stage of their conversation. A good salesperson will listen to any objections the customer has and use this opportunity to eliminate these objections and bring the sale back on track.
Targets
If you’re in sales, you’ll have some sort of target to achieve. Some are a lot easier to achieve than others, but either way, the best way to ensure you not only achieve your targets but exceed them is to split them into bite-sized chunks, such as quarterly, monthly, weekly and daily targets, so you always know how close or far you are to achieving the additional bonus potential.
Closing the sale
This has to be handled in the correct manner in terms of the type of close you use, as well as the timing. If you go for the close without eliminating all the objections, the customer won’t ‘bite’. Once you’ve been knocked back, it’s difficult to get the customer back on-side. This is where the skill of negotiation will also be put to the test.
After-sales
It’s all well and good getting the sale but what happens afterwards? It is important for a customer to feel special even after the sale has been made. An important skill a good salesperson will have is knowing how to nurture their customer after the initial sale has gone through, so that they continue to get repeat business as well as referrals. A good system of remembering important things to customers is a good way to give a personal touch, which is what makes customers want to come back. It also gives you the chance to cross-sell and up-sell.
