Selling Techniques

1. Traditional Definition of Selling

Selling is any transaction in which money, or other items such as goods or services, are exchanged for other goods or services. The buyer will agree to a deal with the seller as to an agreed amount of money, goods or services in exchange for the seller’s product/service. Therefore, the traditional version of selling is a process of exchange, transferring good or services where both parties convince each other that they are, and should be, satisfied with the exchange.
Traditional Selling is usually defined as – the Act of Persuasion.

2. The Entrepreneurial Definition of Selling

The entrepreneurial sales customer defines Selling as –
The Transference of Feelings.
They know that it is much more profitable to build a ‘relationship’ with customers rather than just trying to ‘sell’ to them.
Entrepreneurial salespeople are very aware that customers are more likely to want to buy from them after they feel they know you and that they can trust you. Therefore, salespeople spend most of their selling time building relationships to gain the confidence and trust of the customer rather than spending time selling.

3. Four (4) Universal Laws of Selling

The following 4-universal laws cannot be compromised.

1. Practice!

When salespeople become successful at selling (or actually anything in life), others may sometimes say – “Gee, you were lucky!”. Luck had nothing to do with it. These successful salespeople invested a lot of time in practicing their craft, whether it was sales, painting, music, sports or cooking meals.

2. Creatures of Habit.

Salespeople know that their customers are creatures of habit. This means that the customer’s current habits will be hard to break. It also means that if the customer can be moved to another habit, then that new habit will be hard to break. Therefore, salespeople appreciate that when they start talking about changing a customers habits the customer will become uncomfortable and uncertain about making this decision. They will be hard to shift from their current buying decision making processes.

3. Build Relationships.

Build relationships rather than sell – This is a true salesperson’s mantra; They eat it, breathe it, sleep with this mantra. The stronger a relationship can be forged the stronger the customer relies on the salespeople for future purchases.

4. Perception is Reality.

What you see is what you get! This is a truism for all successful salespeople. They are aware that perception in the minds of a customer is a reality and that perception becomes difficult to change once it has been formed.
A simply example – someone sees you ‘seemingly’ getting angry at a cat. However, you were simply being playful – pretending to be angry with your cat. However, that short image is now planted in the customer that watched the angry outburst and an opinion of you has now been formed.

4. The Awesome Foursome

The following are four (4) of the most important concepts you should be aware of when selling.

1. Demonstrate.

Whenever possible, somehow demonstrate whatever you are showing the customer. This allows the customer to hear and see the product in action.

2. Say it Simply.

Albert Einstein has been quoted as saying,
“If you can’t say it simply then you don’t understand it properly.”
Present you features and benefits as simply as possible. The rule of thumb is that you should present you ideas and concepts in such a way that an average 12 to 15-year old child can understand.

3. Speak Slowly

You allow the customer time to absorb and embrace your ideas and conceptsby speaking slowly – slower than you would normally speak. By speaking slower, you allow the customer time to better understand your message. You need to be aware of the emotional state that the customer is in – you are presenting an idea that will mean that they will need to ‘change’. Also, Australia is made up of people from different countries, cultures, etc. English is highly likely their second language; therefore, it is imperative that you speak slowly so that thy can better understand what you are saying.

4. Explain Jargon

Jargon is/are words or terms that are particular to your industry. Fellow industry people may understand these terms, however, people from other industries, or from overseas, may not. It is essential that you explain the jargon, that you may use, so as to ensure that all understand what it means.

5. Fundamental Selling Principles

1. Why do you need to sell?

Put bluntly – it’s your job to sell. This is the profession you have chosen. Your worth to an organization is determined by your sales figures.

2. Customers Two (2) assets?

Successful salespeople know that each customer possesses two very important assets. Salespeople use these two assets as often as possible to increase their chances of achieving a positive impact. The two assets are: Customers NAME and the Customers OPINION.
These customer assets are very strongly guarded, protected and defended by the customer. Salespeople know that if these assets are used correctly then the potential of a successful outcome is increased. The sweetest sound to another customer is the sound of their name being said. The strongest argument that a customer will start is to defend their opinion.

3. Customers Greatest Fear?

Making a Decision is usually the average customers greatest fear. What if the decision is wrong? What if I could buy it cheaper somewhere else? What if I do not know how to use it? What if it has been superseded? etc., etc., etc. Professional salespeople are acutely aware of this fear and take great strides to alleviate these fears as early as possible.

4. What Motivates Everyone?

GREED! Greed motivates all people. You can of course call it whatever you feel comfortable calling it, however, regardless of what you rename it will still be greed. Every customer facing a decision will always be asking the question: “What’s in it for me?” Professional Salespeople are always searching of the Greed Point of the other customer.

5. What is the Greatest Selling Secret?

FEED the GREED! Once you have established the customers greed point, it is then essential that you focus on and expand upon this point.

6. The Art of Effective Listening

One of the most important, and yet least practiced, skills that salespeople should possess. And it’s not just ‘listening’ that needs to be learned – they need to learn the art of ‘Effective Listening’. Effective listening means that they are in, and remain in, the zone when conversing with others.
They need to listen to understand rather than listening to respond. This means that instead of thinking about what they are going to say whilst the customer is talking they should be only listening to what the customer is saying so that they can gain an understanding of what the customer means.
The 80% Listening Principle – 80% of what the salespeople needs to know about the customers greed points will be told to them. The salespeople needs to stop talking to themselves (formulating their next response) and pay attention to what the customer is saying. Customers will tell you everything that you need to know – you just have to learn the art of effective listening.

6. Making the Sale

1. Why Don’t Salespeople Ask for the Sale?

Some of the most reasons given by salespeople when asked – Why don’t you ask for the sale? are:

• Fear of Rejection
• Don’t want to sound ‘pushy’
• It’s up to the customer to buy
• Don’t care about closing the sale
• Don’t know how to close the sale
• My job is to only to tell them about the product

 

2. What could happen if you Ask for the Sale?

One thing that will not happen is you will not be fired – this is good news!The reality is that the customer will either say YES! Or NO!
YES – means that the salesperson fed the customers greed point sufficiently enough to make them comfortable to make a decision
NO – means that the salesperson missed the customers greed point and they do not feel that you understood their needs properly.

7. 6 Closing Techniques

The following are 6-tried and proven Closing Techniques are easy to start using dependent upon the type of customer and deal salespeople are involved in.

a. Direct Close

As the title suggests – simply, politely and directly ask the customer would they like to buy the product. The reality is that the customer has made time to come and see the salesperson about buying a product/service. They are obviously not speaking with the salesperson because they have time to waste. After the salesperson has presented the features, advantages and benefits of the products, answered all the customer’s questions and summarised the presentation … then you should simply ask for the sale.

b. Opinion Close

Consider using one of the two most important assets that the other customer owns – their opinion. Instead of the salesperson trying to convince and/or persuade the customer into the reasons why their product is worthwhile for them to buy – consider actually asking them to explain, in their own opinion, what the product can do for them and why they should buy it. The customer will talk themselves into buying it and, more importantly, they will feel that they made the decision.

c. Alternative Close

This is a classic close and works well in most selling situations. The techniquesimply relies on asking a few (not lot’s) of alternative decisions that need to be made, examples –

• Will you be paying by cash or charge card?
• Would you prefer the brown shoes or the black shoes?
• Would you prefer delivery in the morning or afternoon?
• Would you like us to dispose of the old carpet or will you do this?

 

The Alternative Close allows the customer to feel that they are in control of the decision-making process, and remember –
Making a Decision is the customer’s Greatest Fears!

d. Application Form Close

Using the application form (if one exists for your business) is another great closing the sales tool that could be used easily. The Application Form closing technique involves using the application form towards the end of the sales presentation. The form starts getting filled in even before the customer has agreed to purchase the product. And ideally – the salesperson hands the form,and a pen, over to the customer and asks them to complete the details … for accuracy purpose.
The customer may ask,
“Why am I filling out this form?”
The the salesperson response could be:
“This ensures that we have your details right so when you decide to move forward with your purchase, the paperwork is completed. This will save you a lot of time and you will get the product faster.”

e. Calculator Close

You need to be good with the Maths when using the Calculator Close; however, the salesperson will only use this after they have practiced, practiced, practiced it to perfection. Ideally, the customer uses the calculator to calculate the figures – the salesperson instructs them all the way. Example

• Total Cost of a Home security product – $144.00
• Monthly Cost – $ 12.00
• Weekly Cost – $ 2.77

 

By having the customer do the calculations on the calculator themselves, they will more readily believe the figures. They have calculated the weekly cost themselves and they felt that they were in control.

f. Assumptive Close

As the name suggestions, the salesperson simply ‘assumes’ that the customer has agreed to buy the product. Towards the end of the presentation, the the salesperson does everything as if the sale has been approved.

• Phones the office to check stock
• Uses the Application Form Close
• Asks Alternative decision-making questions
• Congratulates the customer on making a good decision.