tips in effective selling
Business is all about getting, satisfying and keeping customers. Without sales there are no customers and without customers there is no business. Thus the critical importance of the selling and marketing functions.
Marketing involves anything you do that gets you in front of someone who is interested in what your business can do for them. Selling on the other hand is the one on one communication between you and your potential customer.
When you do something that creates awareness of your business (e.g. advertising) you are ‘marketing’ and when you talk with someone directly who has expressed an interest in your business, you are selling.
Selling is about the human interaction, on the phone or face to face with a customer, building rapport, finding out what your potential customer wants, identifying, establishing and agreeing their needs, presenting your products or services, making your recommendation - as well as closing the sale.
Many people need help to become more proficient in their approach to marketing and selling their business. This is where we at Kilkenny CEB come in. We have been offering training programmes, mentoring, technical assistance and providing basic advice to clients in all apsects of sales and marketing for the past 10 years or more.
During that time we have learnt that there are two key components to selling. Firstly, you must have a ’sales process’ or method (making selling an automatic and continuous business activity) and secondly, you must develop good interpersonal skills (the ability to communicate, convince, persuade and influence others).
You have to find out what your customers want, how they want to buy it and make sure you can meet their needs. We at Kilkenny CEB are just like any small business - we continually have to refine and adapt our sales process and interpersonal skills to ’sell’ our services to our clients, otherwise they simple will not come back.
In order to sell effectively, every business needs to look at 4 key points in the sales process:
- Qualifying – deciding who your target market is and who you want to sell to;
- Meeting – getting face to face (or on the phone) with your prospective clients;
- The sale – the process of analysing a buyers needs, recommending the product idea or service and persuading the buyer that the price is fair, the source is satisfactory and the time to buy is now;
- Customer service – giving the customers what they want.
Taking each of the above in turn:
Qualifying
This is about getting to know your market, then selecting who you can and want to sell to and setting ‘smart’ goals for your business. Smart being - Specific Measurable Achieveable Relevant and to a Timetable. For example “I want to sell 24 boxes of my product by next Friday” is specific, measurable (24 boxes) relevant (my product) and timed, (by Friday).
Meeting
You need to build rapport by listening to your existing and potential customers. Ask pertinent questions and listen to the answers. Don’t just hear what they say - listen. Listening involves paying attention and applying your mind to what is said and sometimes perhaps more importantly what is un-said.
The Sale
You need to present your sales proposal with enthusiasm. Enthusiasm is the single most important factor in successful selling. Emphasise your U.S.P. (Unique Selling Points), talk about what distinguishes you and your product/service offering from the competition.
Explain in clear language the features of your product or service and the technical specifications that make it what it is. Present the advantages, but focus particularly on the benefits or gains your customer will derive from using your product or service. Remember that customers buy benefits. The Chinese have a saying that translates as: “Don’t sell the mousetrap, sell the absence of mice!”
However, resist the temptation of ‘talking up’ the features. Always answer customer’s questions honestly and don’t exaggerate or make rash promises.
Customer Service
If something goes wrong, put it right and then do that something extra. Keep your promises and you’ll keep your customers and in fact they’ll sell more for you – by telling others how happy they are to have you as a supplier. Selling is about finding a need and satisfying it – keeping your customers happy!
We at Kilkenny CEB provide training, mentoring and advice on sales and marketing on an ongoing basis. For further information on how we can help, please give us a buzz.
Sean.
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