Selling Principles for Any Business
Buyers hate listening to salespeople talk incessantly about their businesses or products. Prospects view what you consider to be informative and fascinating as unpleasant and irrelevant.
Do Your Research Before Reaching Out
If you want buyers to take the time to learn about your product and offer you their time, you must first learn about them. There’s no justification to call or email a buyer without knowing what they do or what they care about in the age of social media.
Here are some places to research customers before you attempt to engage them in conversation:
- Google (prospect and company)
Rapport Building First
If a customer entered a retail store, you wouldn’t immediately say, “Hello, would you like to buy this”. You’d likely start by asking, “how you doing Sir/Madam and then, ”What brings you in today?”
Get to know your customer before you jump into what you have to offer, why they should care, and why you’re better than your competitors.
After all, we’re just human beings. Talk to your customer like human beings before speaking to them like a salesperson.
Define your Buyer
The key to selling anything to anyone is to avoid trying to sell everything to everyone..
Whether you operate in retail, auto sales, or B2B business, you’ll have significantly greater success if you’re familiar with the characteristics of your target consumers and properly qualify each prospect against that matrix. This is known as an ideal buyer profile, and it’s like having a secret weapon.
You won’t waste time on leads who aren’t a good fit for your product or service if you identify the correct type of “anybody.” Instead, you’ll have more time to focus on buyers who are likely to become customers.
Contribute first, Sell Second.
If you’ve successfully defined your target buyer, you’ll spend the majority of your day speaking with company executives who have challenges that your product or service can solve. However, just because you’re aware of it doesn’t mean they are as well.
Don’t jump into your pitch right away. You run the danger of scaring away the potential. Rather, provide your help in the way you believe will be most valuable. You’re not sure where you can help? Ask.
“Think of ‘give, give, give, ask’ as ‘jab, jab, jab, right hook.'”
Ask Questions, and Listen
knowledge, and you won’t be able to help the buyer solve their problems if you don’t fully understand it. As a result, it’s vital that you ask insightful questions during your discussions..
Be curious. It’s a good idea to have a list of questions ready as a starting point, but you don’t have to stick to it if the conversation takes an unexpected path. People enjoy discussing themselves and their circumstances, so your genuine interest and inquiry will help them warm up to you.
After you’ve asked a question, be silent and just listen. Listen carefully to what the buyer is saying and don’t just wait your moment to talk. After they’ve concluded their idea, communicate their message back to them, ask them to confirm that you understood them correctly, and ask a clarifying question.
Approach them on their Level
It’s fantastic when a salesman brings their strong identity into the selling process. Keep in mind, though, that you should take into account your prospect’s personality and adjust your approach accordingly. Our characteristics influence how we prefer to be sold to and what information we emphasize.
Once you’ve determined which group your prospect belongs in, play to their preferences and modify your messaging and presentation to focus on what’s most important to them.
Hit an Emotional High Point
A fully reasonable decision does not exist. Our emotions, whether we like it or not, influence how we process information and make judgments. With this in mind, salesmen who rely only on the rationality of their buyers are doing themselves a favor
Remember, You're Selling to a Person
When you’re sending dozens of outreach emails every day, it’s easy to lose sight of the fact that leads are individuals. However, they are and demand to be treated as such.
It is necessary to be professional in sales, but it is also necessary to be personable. Buyers have life outside of work, and they have interests that are unrelated to their occupations. Build a genuine connection with your prospects by allowing the conversation to divert into the person now and then. It doesn’t have to — and shouldn’t — be all business all of the time.