Softer Side of Selling

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Sales Skills: The Sales Process

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Great salespeople have a sales process. Whether sitting face-to-face with a prospect or meeting virtually, every successful salesperson has a process to move the prospect toward the close. While each of us may apply the fundamentals differently, we all know following the sales process is vital to finding, winning and keeping good customers.

Sales is like fishing: follow the process to catch the big one

Proven Sales Process Lands The Big Ones
Image from Pixabay

The Fundamental Sales Process

Every sale begins with identifying a prospect who has a problem we can solve. Then we move the prospect through the fundamental steps of the sales process: Building rapport, finding the pain, discovering the budget, identifying the decision-making process, making the presentation, closing the sale and finally post sale activities. Some great salespeople do this one step at a time in sequence. Others may jump around in the sales process. The key is to have a process which is repeatable and successful when applied skillfully. (There are links to other blog posts which more fully deal with each step.)…

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The Best Of Selling Virtually Tips and Tricks

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Wow, every day I get at least one blog post or email about selling virtually. You know it’s now common practice for great salespeople to practice our craft in front of a computer screen instead of sitting face-to-face with a prospect. Now I’m old road warrior and the virtual meeting is new to me. Or is it? For years I’ve used the phone to find prospects, schedule meetings, do follow up and yes even close business. So now I can do the same thing but get to see the face of the prospect while we talk. Amazing!

Great Salespeople become expert at selling virtually

Selling Virtually Is An Important Skill
Image from Pixabay

I’m a believer in learning from others. My customers, colleagues, my mentor and other great salespeople. So not being the expert yet in selling virtually, I’ve been studying it. Much of what you see here comes from The Rain Group, Selling Power, LinkedIn and my millennial family members. (There are links at the end of the post) Like everything we do in selling we get better with practice. Take what you find here and make it fit your selling style….

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Sales Skills: Selling Virtually

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Every sales blog I read is tackling Selling Virtually; so I’m going to add my opinion to the discussion. Great salespeople know there is a fundamental selling process to winning and keeping good customers. That process doesn’t change just because we can’t meet in person. The challenge for salespeople during this pandemic is to practice the fundamentals while selling virtually.

Two characters popping out of laptop screens and shaking hands showing success in virtual selling

Virtual Selling Wins Business
Image from Pixabay

What’s Different Now?

Depending on how you sold the answer ranges from “not much” to “everything.” If you were already mostly selling virtually then the difference is minimal. But for the road warrior sales team now required to work from home it’s a major change. Even as the economy opens up companies are limiting face-to-face contact. Selling virtually, that is using video conferencing and the telephone to find, win and keep customers has become the new normal for old road warriors.

But we can learn from the Millennials who grew up in the digital age. Communicating online is their normal. As they move into decision making roles with their digital comfort we old road warriors need to change. The pandemic has just accelerated the change….

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Sales Skills: Changing With The Times

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Great salespeople who choose face-to-face selling as a career enjoy the personal interaction with their customers. During the COVID-19 pandemic, we have been isolating from others to keep ourselves and others healthy. Now the restrictions are changing. Some companies are opening again; others are not. Nevertheless, all of our customers and prospects have wants and needs to be met. So how are we changing with the times to meet their expectations?

Great Salespeople are expert at dealing with disruption in sales

Rise To The Challenge Of Dealing With Disruption In Sales
Image by Vektor Kunst from Pixabay

We Are All Different

Our customers will react to the relaxing of social isolation requirements differently. Some will continue to be very cautious choosing to continue working from home. These folks may be worried about getting sick. Or they may have need to be home because childcare isn’t available. There will be those who are comfortable venturing out into the “new normal” workplace. They will wear masks, observe social distancing, and be conscious of rules of safe behavior. Others will appear fearless and act as if the pandemic is over. You can recognize these folks by their behavior. They appear unconcerned for you or anyone else. Great salespeople need to understand each of these types and decide how to interact with them. What is your comfort level of human interaction during these changing times?…

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Sales Skills: Talking About Value

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Great salespeople know building value for their product or service is the best way to a successful close. In a previous post Talking About Money, I wrote about the importance of getting the prospect to understand the monetary cost of their problem. Now let’s look at how to change the focus from the price the customer will pay to benefits they receive.

Sales people know they won't close a sale unless the benefits to the buyer are greater than the price they pay.

Great Salespeople Create Value To Win Sales
Image by Mohamed Hassan from Pixabay

Size Matters

For products or services with a small price tag, building value is not as important. But great salespeople know the larger the investment you ask the prospect to make, the more importance of building high value. Think about toothpaste. (If you are a frequent reader you may ask why I always choose toothpaste for small sales examples. Everyone uses and buys it so can identify with the product and the purchase decision.) We all have a preference for a brand built on our history using it. And most sizes and brands of toothpaste are priced about the same. I shop at a couple of stores which bundle several packages and offer a lower per tube price. That’s how they add value at the low end of the pricing spectrum. They use branding to build value, depend on successful usage history and sell in larger quantities….

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Sales Skills: Talking About Money

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Great salespeople know that talking about money is an important skill. When the salesperson can align the price of the need or want with the budget or perceived value, closing the sale is easy. The best salespeople are comfortable talking about money. They have a positive attitude when asking questions to understand the cost of the problem and the depth of commitment to change.

Sales People Are Comfortable Talking About Money

Great Salespeople Get The Prospect Talking About Money
Image from Pixabay

First Discover The Problem

It doesn’t make any difference in what you are selling, unless there is a compelling reason to buy there won’t be a sale. So great salespeople ask questions to get the prospect talking about a problem the salesperson can solve. Since the prospect has committed to having a conversation with you they probably have a problem (or want or need or pain) they think you can solve. Your goal as a salesperson is to get the prospect to define the problem. (For more how to discover a problem click here.)…

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Sales Skills: Closing The Deal

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Great salespeople understand closing the deal is a process beginning with the first contact. They are diligent in following the sales process. Today with the business world in turmoil from a pandemic, salespeople are not meeting face-to-face with prospects. The fundamental elements of the sales process are applied using tele-conferencing and other remote means. Great salespeople have risen to the challenge of closing the deal remotely.

Great Salespeople are expert at dealing with disruption in sales

Rise To The Challenge Of Dealing With Disruption In Sales
Image by Vektor Kunst from Pixabay

Closing The Deal Is A Process

Every great salesperson has a selling process. The process works to convince the buyer the pain of changing is less than the pain of staying the same. The salesperson first establishes rapport with the prospect building trust and respect. Once they have the decision maker’s attention, they seek to understand the buyer’s problem (or need, or want, or pain) what it is costing them and the benefit of making a change. Great salespeople discuss the budget with the prospect. When all these steps line up it’s time to be closing the deal….

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Sales Skills: All Buying Decisions Are Emotional

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“Yeah, right!” You’re thinking this is a bunch of hooey: “all buying decisions are emotional.” “My customers give a lot of thought about what they buy from me.” Or “It’s how I present the opportunity to prospects that convinces them to buy.” Or “When the price and benefits align, that’s when the customer buys.” These are all true statements. But think back to the beginning of a successful sales event. Didn’t you first have to earn the respect of the prospect. Wasn’t your first encounter all about building rapport; getting them to like you enough to be comfortable answering your tough questions? Great salespeople know prospects don’t care how much you know until they know how much you care.

*A NOTE ABOUT SELLING DURING A PANDEMIC

All Buying Decisions Are Emotional

Even Remotely Great Salespeople Connect Emotionally
Image by Peggy und Marco Lachmann-Anke from Pixabay

All Buying Decisions Are Emotional

Yes, that’s true. It took a while for my “engineering mind” to understand it. But think about it. For consumer products marketing works hard to make an emotional attachment to a brand. I like Coca Cola. The real one made with sugar and sold in glass bottles. Now my ability to taste is not particularly well developed so I couldn’t discriminate between Coke or Pepsi in a blind taste test. In fact all colas taste pretty much the same to me. But I only buy Coca Cola made with sugar in glass bottles. This is emotional attachment to the brand is it not? Ever bought a home or a car? Didn’t how you felt about the vehicle or house tip the decision? True after you made the selection, then the rational mind cataloged all the reasons it was a good decision. Still wondering whether all buying decisions are emotional?…

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Sales Skills: Make A Great First Impression

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For the next several months my blog will focus on the attitudes, behaviors and knowledge that makes a great salesperson. Great salespeople know selling is a process. It begins with the first impression you make on a prospect and results in a mutually beneficial long-term relationship. You only get one chance to make the first impression. Whether by phone, video conference, written correspondence or a networking meeting, be prepared to make a great first impression.

Great salespeople make a great first impression

First Impressions Are Very Important
Image From Pixabay

*A Note About Selling During A Pandemic

The Importance Of Rapport

Prospects don’t care how much you know about a problem until they know how much you care about them. This first step in the selling process is called “rapport”. Great salespeople know the importance of the first impression. They are diligent in the preparation for the first meeting. Even before making the phone call to schedule a meeting, salespeople have done research on the company and the prospect. They seek to know whether there is potential opportunity here and the role the prospect has in the buying process. Armed with this information great salespeople are equipped to begin a dialog. Done well the rapport step builds respect for the salesperson and confidence they have the best interest of the buyer at heart….

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Sales Skills: Customer Management

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Great salespeople know about customer management. They have the skill to deal with customers upset with service, quality or price. An email from the Smithsonian Curiosity Council, presented the graphic associated with this blog post. It illustrates results from a survey of members when asked what they would most likely do once the stay-at-home order is lifted. The larger and bolder words indicate the most responses.

A list of words in different font sizes and colors reflecting patrons desire to do after stay-at-home is lifted

What Is The First Thing You Will Do When This Is All Over?
Source:Smithsonian Curiosity Council May 2020

While this blog usually focusses on face-to-face professional sales, I realized that helping customers regain their business is important. So we need to use our sales skills to help our customers reopen. The quicker our customers open for business, the sooner they resume purchasing.

In a recent discussion with the staff of our local Small Business Development Center the question came up of how to treat customers who object to the rules allowing businesses to open. So let’s think about the sales skill of customer management which great salespeople do well. Since this is a skill widely needed by all who interact with shoppers and diners we can help our customers with their customer management….

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