Topic overview

Sales techniques

Sales techniques{{}}You might have the greatest product since sliced bread, but if you can't sell it, your business won't last. Even if a customer doesn't need to be convinced to buy from you, effective sales technique can enable you to get them to spend more.

When selling, you must be enthusiastic, focused and self-confident. Don't communicate negative messages to customers – verbally, visually or in your marketing materials.

Effective selling isn't about telling lies. If you get found out, customers won't come back. They'll tell others to avoid you, too. And if you want to attract customers, you should always stress the benefits of your products or services - not merely their features.

Sales techniques: Understand your market

Understanding potential customers' needs enables you to sell more effectively. As part of your market research you should have found out what 'prospects' (prospective customers) buy, when, why and (if relevant) who influences their decision to buy. Be aware of their options, too. If your business is the only one that offers what they want, they have less room to negotiate.

Be clear on your objectives. The sales process consists of various stages and it might not be the right time to make a sale. And although you should always be looking to 'close' the sale, trying to do this at the wrong moment can permanently mess things up.

Sales techniques: Attract customers


Describe benefits in understandable, concise and measurable terms (eg 'My other customers have saved £50 a month after buying X from me'). Try to create a buzz and make it sound like an offer they simply can't refuse.

Sales techniques: Overcome objections



Give due consideration to valid objections. Your answers should ease concerns, not add to them. Often it's useful to anticipate objections and practice effective replies in advance of meeting or speaking to customers.

Sales techniques: Closing a sale


Before coming down, explore less costly methods of deal sweetening. Avoid making concessions unless you're given something in return (eg early payment). Knowing how low you're prepared to go will help you to know when to walk away from a negotiation. Stay calm, friendly and professional throughout.



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