A thriving business is an output of the combined endeavour of different sections. Though all the sectors demand attention and generate revenue, still sales are the department that impacts money flow directly. A proficient and skilled sales team is like a pillar to success.
Selling is a technique that needs practice to master. It’s the art of convincing a customer and winning his trust. It not only scales up the business but also develops a long-lasting bond with the customers. To hone the skills of sales, one needs to focus on few key elements. These factors, if adopted and pursued, can transform a salesman into a ‘sales-preneur’.
Sales Skills – Why Training is Needed?
There are data to show the importance of training and how untrained or unskilled salesman can ruin a business.
- 82% of the salespeople do not know that how their product is better than the opposing one.
- 86% of the salespeople lack communication skills and ask wrong questions from the customer, thereby missing the opportunity of sale.
- 62% of salespeople fail to take commitment from the customer due to a lack of sales skills.
- 82% of salespeople sell the product at a discount price to close the sale.
This data indicates the need for training and sales skill development programs in every business organization.
Traits of a Good Salesperson
A good salesperson carries the following qualities
- Attitude
- Skills
- Knowledge
- Process
Attitude – Certain beliefs and feelings of a person define his attitude. His reaction towards situations and his choices, likes, dislikes makes his attitude. It could be positive or negative. It is difficult to change the attitude of a person.
Skills – skill is expertise, the ability to do something well. It can be learned and developed through practice and willingness.
Knowledge – Knowledge is information, skill or awareness about something acquired through different sources and experiences. Knowledge about anything can be gained by regular practice and its theoretical and practical understanding.
Process – A series of actions and tasks to achieve a result is called process.
So we can conclude that except attitude, through training and regular practice, other traits can be developed.
A training process to be followed is AIM:A- Acquire, I – Improve and M – Maintain. Following these three steps make it convenient to provide training to anyone on anything.
Key Characteristics of a Sales Person
- Creativity – Dealing with different customers who have individual demands and expectations call for a salesperson with a creative mind. He should have the skill of dealing with customers through his out of the box thinking.
- Passion – A salesperson passionate about his work gets a good response from his customers. He often finds a way to persuade customers through his zeal and enthusiasm.
- Integrity – An honest salesperson gets appreciated by the customers. He gains customer’s trust through his principles and values.
- Commitment – Commitment towards work, is valued by both the employers and the customers.
Steps to Master Sales
- Identify Target Customer
To whom you are going to sell the product or services should be identified first. Knowing about them helps us in understanding their needs, demands and expectations from the product. If you evaluate it beforehand, it gets easier to deal with the customer. You can easily convince them by providing the correct information for their queries.
- Identify Key Drivers
By understanding the key reason for selling the product, you can strategize your targets better. For example, if the organization’s goal is to increase the profit by 10% this month, then you can strategize your sales plan to meet that goal.
- Choose Language According to Customers
Language plays a crucial role in selling a product, as it has the power of making customers either comfortable or uncomfortable. By providing customers with a comfy environment through your language allows them to open up. For example, using technical terms with a person hailing from rural background will make him uncomfortable, and you may lose a valuable customer.
- Know What you are Selling
Complete knowledge about the product and services is a ‘must have’. Without knowing the specifics and particularities of the product, one cannot assume to convince the customer. A knowledgeable salesperson can win the deal by demonstrating all the star features of the product.
- Expose the Benefits
A customer decides to purchase a product only if he finds it beneficial for him, no matter how advanced features it has. A salesperson should highlight the benefits rather than showing off its general features. Utility and services considered above the characteristics of a product.
- Problem Solving Attitude
A good salesperson focuses on solving problems instead of compelling the customer to buy the product.
- Spotlight on the USP
Highlighting the Unique Selling Proposition of the product that makes it stand out among the competitors should be included in the conversation with the customers.
Quick Tips for Creating a Winning Sales Pitch
- Connect with the Customer – Converse with the customer instead of sharing details as a lecture. Conversation allows understanding the product better.
- Engage the Customer – Despite creating a monotonous environment, involve customers by asking questions and make the session an interactive one.
- Focus on Helping Instead of Selling – Always help customers by providing the best possible solution, rather than focusing on sales.
- Read Body Language – If the customer looks disinterested through body language, switch to showcase the specialities of the product. Avoid stretching the conversation.
Dealing with the disagreements of the customers and answering their objection areas is the next skill a salesperson should learn. (Check our blog on Customer Satisfaction)
Closing the Sales
- If not finalized yet, give some time to the customer. Do not leave it open-ended.
- Set a specific time or day for the next meeting.
- If your product is not a good fit for the customer, then pull back gracefully.