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"Sales is the engine that drives every business enterprise," said Edward T. Reilly, president and CEO of American Management Association. "Whether it's the sales force on the front line or the telemarketing department in the back office, every person who comes in contact with a client or potential client plays a critical role in selling your company's products or services," Reilly said. He offers the following advice on how to sell persuasively:
Know your customer. Top sales professionals understand that the most effective presentations focus squarely on the target's needs. Use open-ended questions to learn as much as possible about customers and what they want to accomplish with your product or service.
Be passionate. Not only must you know all about your product or service... but you must also believe in it. After all, if you don't, why would anyone else? Besides, it will enable you to enjoy selling it to others, even have fun talking about the product. Believe that if you convince prospects to become your customers, they will be better off because of what you sold them.
Build rapport. Use the initial two or three minutes of conversation with prospects to lower tension and make them feel comfortable. Try to identify any negative attitudes about you or reservations about your product. Spend more time listening than talking.
Be succinct. Identify key benefits of your product or service to focus on in advance. Catch your prospect's attention within the first few seconds by highlighting how your product or service can fit into the customer's plans or goals. Don't ramble. Avoid irrelevant or boring details.
Demonstrate the product whenever you can. Don't just tell how the product works. Show how it can help your customer. Compare and contrast it directly to competition when possible. That can help close the sale.
Sell on value, not price. Whether your product is premium priced or the low cost entry, selling on price alone is a poor strategy. Sell on value-what your product can do to help the prospect. If you know your market and you know your product performs well versus competitors, you can keep the dialogue away from price and focused on benefits.
Anticipate and address specific objections. Uncover, identify and resolve any customer resistance regarding the product or service. Make a point of refuting each one.
Match your communication style to your customer. A hard, analytical sales approach may work with some prospects. A softer, more emotional appeal may be better with others. Most important, learn to be comfortable interacting with people, especially those you have never met.
Use past customers to make current sales. Positive feedback from satisfied customers can help influence uncertain prospects. Customer testimony supports your sales claims and adds credibility to you as a sales professional.
Stay on top of your game. Like any professional, you need to sharpen your skills with training. Even seasoned sales professionals need to continually upgrade their knowledge and capabilities.
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