Turning a prospect into a loyal customer starts with the sales experience. Salespeople set the tone and for that first impression to count, they need to learn how to work efficiently and communicate effectively.
Successful sellers know they need to hone specific skills to deliver a fan-worthy experience; here are five of the most important, and how you can improve them too to sell successfully:
1. Prioritization All salespeople are busy. So why do some seem stressed and disorganized while others manage to stay cool despite everything? Because the latter group has learned to prioritize. Prioritization allows salespeople to separate what is really important from tasks that would just be nice to do. Prioritizing is not just a matter of making a to-do list. The Center for Sales Strategy offers an “ABC” method:Category “A” should contain projects critical to the success of the business, such as sending proposals to target prospects. In the “B” category, place things like follow-ups, which are important but can wait until later in the week. Leave tasks such as Cold Awareness at the "C" category, signaling that they are low priority. Go through them alphabetically, moving the tasks up as appropriate.
2. Negotiation Whether selling business software or used cars, salespeople need to know how to negotiate. Although successful negotiation requires that you understand the needs of the other party, the SAB Negotiation Group negotiation training group also uses personality profiles to understand the individual. Find out early in the sales process who your buyer is. Rather than sending them a personality test, use hints to guess their personality type and tailor your pitch to that.
For example:
●Introversion vs Extroversion: Introverts think before answering questions, while extroverts tend to respond immediately. Periodically ask introverts during introductions if they have any questions; expect extroverts to ask them freely.
● Intuition vs sensing: If they focus on the here and now, they probably prefer sensing to intuition, which leads people to focus on the future. Spend more time showing prospects who feel you understand their challenge, while giving intuitive prospects a rich view of the solution.
● To think or feel: Feeling-leaning people consider how others will be affected, while thinkers tend to be more objective. Expect thinkers to focus on tough factors like price. Prospects who prefer feeling may be more concerned with things like implementation plans.
● Perception / judgment: Perceiving types are all about the experience, while judged types are more concerned with the end result. Be patient with collectors, who may need more time or points of contact to close the sale. Back and forth with the judges.
3. Responsiveness Entire companies go up and down based on their customer experience. Salespeople need to be responsive not only in terms of time, but also emotionally. Factors such as speed of response, flexibility of communication channels, empathy, and positivity make prospects want to work with the salesperson and, by extension, the company they represent. Be there when their prospect is ready to take the next step. The Ping Pilot communications platform offers conversational content:embed links in documents that let prospects call, email, or request a meeting when they're ready. Replace on-site content doors with click buttons. Separate sales and customer service lines so prospects don't have to request a transfer, stay on hold, and re-explain themselves to buy.
4. Writing Salespeople don't have to be the next J.K. Rowling, but they should come across as knowledgeable and warm in their written communications. Prospects won't trust someone who can't string together a sentence to understand stakeholder needs. Even typos can create the perception of negligence. Unlike some of the skills on this list, writing skills are largely built through solo practice. Read regularly and model the conversational yet professional style of authors you admire. Focus on creating an emotional connection without using superlatives, which can make sales pitches aggressive or over the top.
5. Nonverbal Communication Body language is a big part of the message conveyed during a sales conversation. The way a salesperson stands can communicate anxiety and confusion, or show confidence and ease. Even on the other side of a room, prospects pick up on these clues. Learn to control the signals they send. Hubspot suggests changes that can give you an air of authority and confidence:open your chest and stand up straight. Walk while you talk. Keep a smile on your face, even when things get tense. Vary your gestures, but keep them small. Superfans don't just waltz through sales pipelines. They are cultivated, starting with the first interaction with your business. Master these skills to give prospects a great experience, and they'll immediately reflect that as loyal customers.
