Many people in business do not think of themselves as ‘sales people’, they prefer to think of themselves as an accountant, engineer, project manager or business owner.  They see sales people and the sales profession as somewhat less worthy than the technical activities that define their profession. 

Yet to succeed in nearly all professions or businesses the ability to sell effectively is a pre-requisite.   To sell, not just your product, but your ideas, your visions, your view of how things should be done, is what sets apart the highly effective from the highly frustrated.  

Some feel a sense of security when their services are in demand, known as the “I’m so good I don’t need to sell” syndrome.  Yet the demand for services is rarely within the control of the individual, especially if you have the ‘I’m so good…’ syndrome!   When the demand for services falls, a sound understanding of how to sell of why each part of the selling process works, can mean the difference between success and mediocrity in your business or profession.

Let me briefly define what I mean by ‘sales’ in this context.  It is simply the ability to understand what is important to your ‘customer’ and why, then building the belief that you are the best person the give them what they want.   Your customers or employers want your services, your staff want to work towards your vision because they believe in it, and the best candidates want to work for you and your team.

The good news is most people can be much better at sales than they give themselves credit for.

All you need is an open mind and a little inside knowledge.

People buy from people they like and trust, and employees are more loyal to employers they like and trust.   Think of how you last chose an accountant or motor mechanic or doctor?

The challenge for professionals and business owners is to communicate in a way that people like and trust.   Trust must be earned, and good news is that it’s not hard to earn, but you can’t fake it!   

Here are 9 tips that lay the groundwork for a successful business relationship:

1.       Create a good first impression.  It takes 5 seconds to create one and years to change it.

2.       Build rapport early, talk about what they want to talk about, not what you want to talk about.  Few people really want to chat about the weather or the pictures on their desk!

3.       Look for something to like in the other person and they will like you back!

4.       Show a ravenous curiosity in the person and seek to understand what’s important to them before you ‘sell’ them your ‘thing’.

5.       Listen to them and show you’re listening by asking open questions about what they just said.

6.       Be sure you know what’s important to your customer and why it’s important, so you can sell benefits you know are of interest to them.   Talking about benefits that the customer is not interested in it a waste of two people’s time. 

7.       Know which features of your service will make your customer feel better and why.  Remember features mean benefits and benefits mean feelings.  Never discuss a feature without linking it to a feeling you know the customer wants to have.  For example.” “… but what that really means to you is not having to worry any more that the project will run overtime.

8.       Respect their time.  Ask permission to ask a question, and tell them why you are asking the question.  It will help you keep control of the conversation and position you as someone trustworthy who clearly knows their ‘stuff’.   To be a trusted professional you’re better to diagnose needs and make a recommendation as to what’s best for your customer, rather than be a waiter having customer pick from a menu!

9.       Objections and questions show the customer is interested.  Learn the real meaning behind an objection and how to respond appropriately.  There are often only 4 outcomes to a sale:

·         They like your offer at the asking price.

·         They like you offer and want to pay less if you let them!

·         They like it but cannot pay the asking price.

·         They don’t like it at any price.

Know which category your customer is in, by learning how to read their questions and comments.   If you misread them you will waste two peoples time or worse, undersell yourself!

To learn how to make these tips happen by habit, that is, without thinking, email me at Rick.sales@jumponline.com.au for more on the Rapport Based Selling workshop.  Please include your contact details and a very brief idea of the selling you do.