Most jobs, whether they have it in the description or not, involve an element of sales. And whether you’re selling an idea, a product or even a personality, you have to be convincing and market yourself in order to gain people’s trust. This is never more acute than when you are running your own business, trying to gain a new customer base, connect with suppliers and impress investors. Put simply, you can’t afford not to be good at making a sale. A lot of people will quickly describe themselves as not being a salesperson, and that comes from an idea that sales somehow involves a bit of a con or we shy away from what we see as manipulative tactics. However, it’s very possible to learn how to sell with integrity, and indeed, in this day and age of social media connectivity and customer reviews, it’s the only way to develop a sustainable business.
Develop Your Self Awareness
Everyone has a different personality, and this definitely influences your sales approach. For highly extroverted people, it’s usually better to secure an in-person meeting where you can discuss the big picture of your client’s needs. If the person you are ‘selling’ to is more of an introvert, they may prefer an initial discussion over email or on the telephone so you can assess what needs they have that your product or service can answer. There’s no right or wrong when it comes to your approach you simply need to develop the ability to read people and situations. Observation is key in order to understand how to adapt your manner. This agility will enable you to develop lasting customer relationships.
Ditch The Soapbox Approach
If you don’t have a background in sales, you may not have realised that the game has moved on significantly from the old ‘features and benefits’ lecture approach. Today’s dynamic sales are not about extolling the virtues of your organisation. They are about using data to tailor and inform your pitch and anticipate the needs of the person you’re trying to connect with – be they sales prospect or potential investor. Do your research before had and take a data-driven approach. The key to this is a solid CRM system which has the capacity to integrate with other softwares you use and being able to access a Sale Engagement Platform where you can record and monitor interactions in real time. This information gives you the ability to offer the personalised service that people have come to expect these days. When someone comes to you, they are highly likely to have already done their own research or what you can offer, so focus on the USPs and the advantage you can offer them over other competitors.
Go Beyond
Going the extra mile is what can really make you stand out. It’s all about the value you can add to the person you are trying to convince. Leaving a trail of goodwill is a great way to enhance your professional reputation and that of your business and strengthen the trust that others have in you. Don’t just be motivated by closing a deal – you want to make connections, and even if they aren’t of any immediate use to you now, they may well be in the future. So approach every interaction with an open mind and good intentions.
