Is Your Sales Team Getting the Principles of Selling Wrong?

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January 8, 2015 | By RGR Marketing Blog

Selling Is All About Returning to the Basics

When it comes to sales, the landscape has changed quite dramatically over the past twenty years or so. Sales professionals used to be an integral part of the majority of B2C business transactions. With the advent of digital marketing, it’s possible to purchase anything from a computer to a car, without ever speaking to a salesperson.

Salespeople are one of the most expensive resources in a sales manager’s portfolio, but they also continue to be one of the most effective. For all our love of technology, most of us are still more comfortable dealing face-to-face with an expert, especially with regard to major purchases or when buying something requires a bit of nuance. For example, understanding rollover minutes and family plans and what exactly is meant by unlimited data tends to be easier when you learn it from a human salesperson, compared to reading about it online.

That said, some salespeople are more effective than others. It’s not as if top salespeople are blessed by some mysterious deity; there are just certain principles that they get right when communicating with clients. And while being naturally gregarious and self-possessed certainly helps, even those who are not blessed with the gift of gab can become very successful sales professionals, provided they follow a few simple principles.

Sales Principle #1: Sell the Benefits

In today’s high-tech world, we’re inundated with information, even when we’re purchasing low-tech items. A quick Internet search often reveals an encyclopedia’s worth of information about any product or service.

The key takeaway here is that by the time consumers have their first interaction with your salespeople, they’re likely already well versed on your offerings and their features, unless you’re providing something truly groundbreaking.

If your sales people are enumerating features rather than selling benefits, they’re likely overloading prospects with information, much of which they’re probably already aware of, and still may not understand.

Instead, it’s best for your sales team to focus on benefits when they communicate value to consumers. Most customers don’t care how fast the computer is; they want to know how it will help them get more done, and connect with the people they love. They don’t want to know about the history of student loan consolidation; they want to hear about their new low monthly payments.

Principle #2: Don’t Try to Be a Mind Reader

Some longtime salespeople are guilty of assuming too much and listening too little. With experience comes wisdom, but relying too much on past experiences can cause even skilled sales professionals to miss crucial details. Salespeople should use the skills they’ve sharpened over the years to close more deals, but they should always approach each sales prospect as a unique human being with individual needs and wants.

Even if the closing process ends up going down exactly like hundreds of others before it, the client will appreciate the fact that their concerns are heard and addressed in a personalized manner. Though it may seem obvious, nobody wants to be treated like a number – and the successful salesperson always keeps this in mind.

Principle #3: Relationships Matter

While it’s true that some sales are completed without any existing relationship between the buyer and seller, salespeople shouldn’t make the mistake of thinking that building relationships with their clients doesn’t matter anymore.

In fact, it’s more important now than ever. Your clients now have access to way too much information via the Internet. It’s overwhelming. What they’re looking for is a trusted advisor to help them make the right decision. And while they’re aware that the salesperson’s role is to “move units,” as long as they know that their best interests are being taken into account by someone who values their continued business and satisfaction, they’ll be more than happy to sign on the dotted line.

Principle #4: Listen More Than You Talk

Some salespeople are so eager to get to the close and move on to the next prospect, that they miss the opportunity to really get to know their clients’ needs. With that in mind, it’s important to ask plenty of questions during the sales process, even if they seem basic. Unless prospects show clear signs of impatience, there’s no need to worry about asking too many relevant, insightful questions – when it’s within reason.

Clients are people, and like most people, they enjoy talking about themselves, and they’re more comfortable making major purchases when they don’t have any nagging doubts. The more questions you ask, the fewer objections you’ll have to overcome when it comes time to close the deal.

[Photo Credit: Mubi]

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Selling Is All About Returning to the Basics

Sales Principle #1: Sell the Benefits

Principle #2: Don’t Try to Be a Mind Reader

Principle #3: Relationships Matter

Principle #4: Listen More Than You Talk

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Selling Is All About Returning to the Basics

Sales Principle #1: Sell the Benefits

Principle #2: Don’t Try to Be a Mind Reader

Principle #3: Relationships Matter

Principle #4: Listen More Than You Talk

Start making more money today!

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