How To Sell – It’s Not That Difficult!
Do you believe sales people are born, or made? If you think they are born, why is it so many companies pay a great deal of money on sales training? Let’s kill a few myths – good, professional sellers are not necessarily extroverts or the life and soul of the party, they are not cavalier in their attitudes, they are not hard-nosed “closers”, nor do they have to be driven by money.
Most people can be successful as sellers once understand what they need to do to be effective. Beginning with the basics, dictionary definitions will tell you that “to sell” includes “to convince of value” and “salesmanship” includes “persuading purchasers to buy.” Taking these as a starting point provides some good clues for becoming more successful at selling. (It also explains why many industries become media fodder through their mis-selling approaches which should have died out decades ago!)
1. Identify the right target market and prospects for your product or service. Be clear who you want to sell to, get your message to them and then qualify whether they have the budget and need – or when will they?
2. Build rapport with the prospect, ie get in tune with the way they want to interact with you. Remember, people buy people. They do not have to like you, however it is important that they do not dislike you!! Starting to build the relationship will move you to a position where they will tell you about their business, themselves and their needs.
3. Focus on their challenges or issues, what they want to change, remove or improve. They know what is going on, so let them tell you. Help this along by being curious, ask questions – and listen to the answers! If you want to persuade them to buy, and be convinced of value you have to find out what it will be for them. Find their “shopping list” and write down what they tell you. Check that you understand what is on their list. Anything which is vague or can be misinterpreted needs to be clarified. Remember, “telling is not selling”!
4. Let them know what you have to offer which matches the items on their “list”. Learn to sell the benefits – people will buy your product or service for what it does for them, not for what it is. Remember, prospects are asking themselves, “What’s in it for me?” or “How will that help me?”
5. Ask for commitment. You can be committing prospects throughout the meeting(s) with asking for small levels of decision or bits of information. When you feel that you have covered the key points of what they want, and have dealt with any questions, ask them if they want to go ahead.
Selling is like learning any other skill, there is a basic level you can acquire and then you can develop your expertise with on-going training and practice.
Remember that selling is simple:
- Find the right types of prospects
- Find what they are looking for
- Show them how you can provide it
- They will be happy to buy from you!!
Graham Yemm has over 20 experience as a consultant. He runs a UK based consultancy, Solutions 4 Training Ltd and works both in the UK and internationally with organisations helping them to develop their sales strategy, processes and skills. He can be contacted at : info@solutions4training.com”>info@solutions4training.com or +44 14843 480656.
