Here are a few tips from renowned sales experts to help you sell better because let’s face it, selling isn’t rocket science. It’s harder.
Let's face it, selling isn't rocket science. It's harder.
To penetrate space, scientists need master only the immutable laws of mathematics and physics. Simple. So simple, in fact, the basics are taught in high school.
Selling, on the other hand -- prospecting, presenting, negotiating, and closing -- demands understanding the complex dynamics of the human mind and how to influence the myriad emotional and intellectual forces that influence its decision-making.
“The devil's in the details," says an old proverb. And in the profits too. Much like rocket science, when it comes to making the sale, the littlest thing can mean success or disaster. Here are a few "little things" I have chosen from our new book Top Dog Sales Secrets. The 288 page book contains real life examples, successful scripts, valuable checklists, and powerful, but easy-to-understand ideas from 50 renowned sales experts.
Make your buyers heroes. Even in a business-to-business sale, you need to show your prospects what’s in it for them personally. Will they look good to their boss? Will they save time and effort? Will they make their customers or employees happy? There’s a subtle but very important difference between, “Your company will save over $50,000 a year with our product” and “You will save your company over $50,000 a year with our product.” People want to be heroes. You can make it so.
Respect your buyer’s intelligence. Speak to your potential customer as if you were talking with an intelligent, yet uninformed friend. Don't insult your prospect’s intelligence with inane leading questions such as, “We all want to save time and money, right?” Instead, simply state, “Our product will save you both time and money,” and immediately follow this statement with a brief example or two. Allow the prospect to respond to your time and money-savings premise. A high-pressure “What’s there to think about?” approach doesn’t work in today’s business environment. Your buyers are smart, and deserve your respect. Give it to them and watch your sales grow.
Create powerful imagery. Instead of saying to a business owner, “Your employees will really appreciate this program,” consider saying with a smile, “Your employees will stand up and applaud you for giving them this program.” Don’t worry, the buyer will allow you this bit of poetic license. Even though he knows his employees won’t really stand up and applaud, the mental image of them doing so is powerful.
Use positive language. Persuasive speakers communicate by using positive language. Example: Instead of saying, “We can’t ship your order until next Tuesday,” say, “We can ship your order as early as next Tuesday.” What a difference! Put yourself in your listener's shoes; which version is more appealing? The habit of using positive speech has helped me to achieve more results than I ever thought possible. You can practice this skill all the time, too. Try it with coworkers, family, and friends. You'll begin to see things in a whole new light! Don’t interrogate buyers. A recent article in a sales publication advised “intense questioning” of prospects to determine their needs. The writer included a laundry list of questions that were both intrusive and transparent. Nobody likes a verbal strip-search. Sophisticated buyers perceive too many probing questions, especially in the first stages of the sales process, as a pitch-tailoring sales tactic—which, of course, is exactly what it is. If you get prospects talking and follow the 80/20 Rule—you listen 80% of the time and talk only 20% of the time—many of your questions will be answered before you even ask them. Sure, you still have to ask questions and seek clarification. But your fact-finding process should flow naturally in response to buyers’ comments and conversational pauses. Don't put your prospect on the hot seat.
