As well as academics and experts in marketing and business management, many people who have been selling for years often end up writing books that explain their secrets about sales techniques or giving training courses for salespeople.
After contacting a group of experts who meet some of these characteristics, they have provided us with some fundamental advice to sell more with less effort. This is a selection of the most practical ones, to which we add some advice of our own elaboration.
1. BEWARE OF MISUNDERSTOOD AMBITIONS!
Being ambitious and wanting to better yourself is typical of humans, but beware of misunderstood ambitions! If you only think about what you are going to earn, the client will perceive that the only thing you are interested in from him is the commission.
If you are too aggressive, you may sell to them, but you will lose a customer in perpetuity.
If you focus on what you can give them, you will get a customer instead of a sale.
Never forget that good deals are made when both parties are happy, and if you go far beyond expectations you will have an apostle.
2. IT IS VERY IMPORTANT THAT YOU ESTABLISH DAILY AND WEEKLY OBJECTIVES.
Setting a sales or turnover figure stimulates orientation to the “ball”. A tip: Better than that, look at daily and weekly actions: “I have to make so many calls to this list of clients every day, and so many visits to these contacts every week”. In sales, results are the consequence of a job well done.
If you aim for nothing, you will most likely get it right, but the prize is nothing. Sales are always the consequence of a job well done so, even if the real objective is to sell, you have to translate the objective into rhythms and types of work.
Targets are the thermometer that indicates if we are working on the right path.
And they are an excellent motivation engine, because they allow us to set in each period (week, month, etc.)
the clear and concrete direction of where we are going and what we want to achieve. In order to grow professionally it is advisable to have our own sales objectives. However, remember that a human being is not an objective. And another thing: Ugly things do not sell. There is nothing uglier than an ugly face of objectives to be fulfilled.
3. MANAGE YOUR TERRITORY OR SALES AREA IN WAYS THAT MAXIMIZE YOUR RESULTS.
Group visits by geographical areas if you’re a professional, or by customer type if you’re a novice (once you’ve visited several customers of the same type you’ll feel more confident). In short, you need a plan of action.
Follow your action plan avoiding the traditional pos method, that is, “Pos, since I’m here, I’ll go see the Fulanito client who is very nice and is right next door”. If it wasn’t my turn to see Fulanito today, you can’t see him.
Don’t start with clients who have rejected you three times. Reduce the frequency of visits, they still get new interest.
4. IF THE PERSON WHO ANSWERS THE PHONE SHOWS RELUCTANCE TO PASS ON THE CALL, BE NICE.
The secretary is your friend, not your enemy. She is careful that your client is not bothered by the other competing salespeople, so she tests who deserves to be received and who does not.
So just treat her like one of your co-workers, and she will be. There is only one exception, the ‘pit bull attachments’, which fortunately are very rare. You have to be careful because they bite on the phone, so don’t stick your ear.
For those you have to use special tricks, like sending them a sleeping steak, warning the department of aggressive animals and things like that.
The amount of opportunities and good purchases that are lost by those who have that kind of secretaries! You have to show them respect and, when possible, use details and gifts. Look for personal complicity.
5. LEARN THE NAMES OF THE PEOPLE WHO ACT AS FILTERS.
You may not be able to get through to the person you want to talk to, but when you try again another day, as you must, you will make a better impression if you start calling the filter by their name.
If you do get to talk to the person you’re calling, don’t say you’ve had trouble getting through to them.
Filters are there to do that which they have done with you, and do you know who has commissioned them to do so? The very person you’re talking to now, who will feel that it’s him (or her) you’re criticizing. Bad start, huh?