10 tips for the new or reluctant salesperson
31 July 2024
If there’s one task that often gives people the heebie-jeebies, it’s asking them to make a sale! It’s a role we think of needing a huge dose of self-assuredness, assertiveness and a strong competitive streak.
On that basis, surely you need to be a natural born salesperson to ever succeed?
Not so. The irony is that sometimes the best salespeople are the ones who don’t think they are. And if you’re in any customer-facing role within your organisation, you’re always in a position to influence a sale.
We’ve put together 10 key tips to improve confidence and success when it comes to sales.
- Set realistic objectives. If sales are an expected part of your role, make sure your sales forecast is realistic, not only in terms of the total number and value of sales to be realised but also the timing of those sales.
- Listen. The first step to a successful sale is knowing your customer. What drives them? Why do they need your product or service? How do they like to work? The more you know about and understand them, the better you can tailor your approach.
- Know and respect the competition. Common objections you might come across in sales negotiation is when the customer compares your product to that of a competitor. Is theirs faster, cheaper or better than yours? Be prepared to explain where and why your product sits where it does – can the higher price tag of your product be justified by the fact that you offer bespoke products, rigorous and market-leading quality assurance or that you invest in the highest quality components? Don’t be afraid too to recognise what the competition do well. Your honesty will pay dividends as you develop your role as a trusted supplier to your customer.
- Don’t forget the less obvious competition. It’s helpful to think of the competition as how else a customer might spend the money set aside for your product or service, and this isn’t always a like-for-like alternative. Your customer may opt to spend money in a completely different part of their business. ‘Do nothing’ too is a buying decision that can negatively impact your sales.
- Understand the difference between features and benefits. It goes without saying that you need a sound understanding of any product or service and its function before you are able to speak about it with authority. It’s as important to know what the benefits will be to the customer – will it increase efficiencies, reduce costs or offer improved quality? Remember too that your product or service might offer the best benefit in the world but if that benefit is not valued by the customer you have in front of you there and then, it will have little influence on your sales.
- Find out who makes the decisions. You may have developed a great relationship with a particular client – and their support may help to influence a sale – but if they’re ultimately not the decision-maker, it will make the sale much harder. You need to know from the start who holds the purse strings and what the procurement process is. Do you need to be on an approved supplier list? Is there a procurement threshold?
- Substantiate your claims. If your product or service reduces costs, be prepared to evidence how so and by how much.
- Don’t blag it! If you don’t know the answer to a customer’s question, be honest. Better to come back with a measured response after a meeting rather than running the risk of over promising and under delivering on the spot.
- Be clear on discounting. Before you begin discussions with a client, decide whether you will be prepared to offer a discount and, if so, by how much? Consider too what you would like to ask for in return, for example a longer or higher-value contract.
- Build a long-standing relationship. A customer may not pick you on this occasion but that’s not to say you won’t win future business. Make sure you check in with them from time to time to keep informed on any challenges they and their business might be facing and how you might help.
Interested in learning more?
Our series of fully-subsidised sales webinars and workshops offer some great tips.
