Selling. Cold calls, introductions, interviews, appointments, proposals, referrals, call cycles, building rapport, listening, asking for the order, overcoming objections, closing the sale, and rejection. There's a lot to know about the business of selling. No wonder many people are a bit overwhelmed when they are asked to do it.
And it's not a job for the faint-hearted. Selling is a communication-rich activity, with lots of verbal and non-verbal clues to simultaneously recognise, understand and respond to. It's a tough job looking after the interests of the customer and the company at the same time. Especially when you have to do this many times a day, every day.
The sales process does not usually proceed in a linear, one-way direction. The participants will often meander along paths filled with associated ideas, go back to items already discussed, find answers for problems (overcome objections) and explore the features and benefits offered. An effective selling style will display a relevant and appropriate personal manner combined with a strong focus on the required outcome.
On many occasions handling a sale is much like steering a boat across a strong current. There is a need to constantly assess the amount of 'drift', making minor adjustments to stay on course for the destination.
A skillful sales person can handle these diversions and carefully guide the prospect to recognise why they should make the decision to purchase 'this' product from 'this company'.
For those working outside the field of professional selling, it's common for the sales process, and sales people, to be misunderstood. Indeed, there are those who think of sales staff as being universally pushy, overbearing, and making the customer feel ill at ease.
However this type of behaviour is usually the result of inexperience or poor sales training. Over recent years the art of selling has been transformed into a process now often referred to as 'consultative selling'.
More than just a buzzword, consultative selling refers to the process of developing a clear understanding of your customers needs and following this with a logical presentation of how your product or service can help your customer be satisfied. In effect consulting with your client to determine their needs and develop a solution.
Modern, effective sales people have mastered the skill of identifying the needs of individual prospects, matching those needs with benefits offered by their product or service, and closing the sale by ensuring the customer can see real value in the deal being offered. It's a win-win result.
Throughout the process an experienced sales person will generate a level of trust with the customer that can stand the test of time.
Here are a few tips to help you manage your sales team:
* Respect the personal barriers they must overcome on a daily basis.
* Have a territory management plan in place.
* Provide appropriate supervision to ensure good sales practices are maintained.
* Ensure the customer has regular contact with other people (or departments) within your business other than the sales person.
* Comprehensively train your sales people on company procedures, their responsibilities and your expectations.
* Have a procedure for listening to, assessing, and acting upon feedback from people in the field.
* Avoid involving sales people in non-sales activities such as deliveries and collecting account payments. These tasks will undermine the sales relationship and will adversely impact on your sales results. Keep your sales person as the 'good guy'.
Selling is an art - the art of guiding the sales process to a mutually satisfying conclusion.
(c) 2005 MySalesTutor.com
Stuart Ayling is known as the 'Sales Tutor'. Stuart offers a unique sales training eCourse at MySalesTutor.com. This 16-day course give you the skills and confidence to handle any sales situation and close more sales. Stuart has developed this eCourse specially for independent professionals, service providers, and business owners, based on sales "best practices" and proven trust-based sales techniques.
![]() |
|
![]() |
|
![]() |
|
![]() |
Remember in the last message we talked about your directional... Read More
In today's 24/7 driven business word, accountability is becoming a... Read More
1. LOOKING for a "quick fix" to close more sales... Read More
Recently I stumbled across some notes that I had kept... Read More
No matter what you do, it seems, your employees do... Read More
The elements involved in building a sales force, especially one... Read More
Of the many mistakes small business owners make, a big... Read More
Here's the scene. You're at the trade show, having a... Read More
Imagine you run a pizza parlour. You have all these... Read More
Sales managers frequently approach me for advice on how to... Read More
Be clear about where you are now. Audit your strengths... Read More
Small to medium companies that want to increase sales or... Read More
I just got off the phone with Susan. She is... Read More
Last week I got a call from Jose, who was... Read More
This week's article is my response to a question by... Read More
While there's no easy answer to this question, there are... Read More
Are you dog tired because of the way you manage... Read More
Maximizing account penetration is one of the most critical functions... Read More
Twiddling your thumbs and waiting for some business to come... Read More
What are you and your company's services and products worth... Read More
Q. What's the single, biggest change exhibitors can make to... Read More
In the last issue I shared with you a technique... Read More
How you prioritize your sales territory management activities depends upon... Read More
How well do you know your community? As business owners... Read More
Question: What do the following have in common?- I spend... Read More
If you have a small business and you are looking... Read More
If you want to maximize your sales performance, take a... Read More
The temptation to use straight (100%) commission plans never goes... Read More
There's a new year beginning now - the school year.... Read More
Generous Donor RefusedPicture this. You are a fund development director... Read More
While heading home at day's end, you begin reflecting on... Read More
Although I never met the man, I imagine Lou Boudreau... Read More
In today's competitive environment, every organization is trying to improve... Read More
Another key reason why companies suffer from 80/20 performance is... Read More
What does it mean to be an "effective executive"? Well... Read More
I remember moving my family to Argentina as Vice President... Read More
This article may be reprinted in its entirety with express... Read More
If your letter writing and phone calls have all failed... Read More
I don't even like saying the word d---------g. I have... Read More
Imagine you run a pizza parlour. You have all these... Read More
This is a quandary not unlike the chicken or the... Read More
Good sales people can close, but few "step up" for... Read More
There are really only two types of competitor:1. Obvious2. HiddenThe... Read More
Things to watch out for when selling your product in... Read More
Question: What do the following have in common?- I spend... Read More
While there's no easy answer to this question, there are... Read More
What are you and your company's services and products worth... Read More
That we live in a time of relentless and pervasive... Read More
Bill Borders stepped up onto the podium. He had just... Read More
So you have a boss who dumps all over you... Read More
An effective way to increase your profits and sales is... Read More
Sales managers frequently approach me for advice on how to... Read More
Increasing Sales by using Coupons. Will it help your business?... Read More
Recently, I was asked to spend some time on the... Read More
I have searched for a new way to increase the... Read More
Business can be like war sometimes.You may have to fight... Read More
Many people believe that the main reason for representatives leaving... Read More
In the past, if you said the word "plan" to... Read More
In today's competitive environment, every organization is trying to improve... Read More
Do you need help overcoming sales objections? Do you sell... Read More
When attending a Chamber of Commerce breakfast networking get-together, I'm... Read More
Coaching is about finding out the cause of poor performance... Read More
1. LOOKING for a "quick fix" to close more sales... Read More
You've heard this before: There were four people named Everybody,... Read More
According to former Harvard Business School professor David Maister, typical... Read More
Many people today simply prefer the convenience of paying by... Read More
Sales Management |