How to Sell When Selling Doesn’t Come Naturally to You
If you are a small business owner, then sales is a part of your business—for better or for worse. If you are not a natural seller, follow this advice to lead up to and land a sale.
Your job as a small business owner and as a professional is to figure out what problem exists for a prospective client. Is the problem important enough for them to fix and do they need your help? If the answers to these questions are yes, it’s time to start selling. During a recent COSE WebEd Webinar titled “How to Sell When Selling Doesn’t Come Naturally to You” Rick McDermott of Sandler Training, identified planning tools that would-be salespeople should keep in mind when meeting with would-be customers.
One of these effective planning tools is the “KARE Profiling Tool”. Here’s how it works:
Keep accounts—these are the ones that do all their business with you. You are basically in maintenance with this type of account, and they are also known as your “raving fans.” Use them and their testimonies to help you acquire new accounts and even more raving fans.
Attain accounts—these are the accounts you don’t currently have, but you’d like to. Make a list of who you want to go after. Who are your ideal accounts? How do I get in front of them?
Recapture accounts—These are accounts you might have had previously, but for one reason or another you do not currently do business with them. It is important to have a strategy to go back and recapture these accounts, if they are ones you want back.
Expand accounts – these are clients who already do business with you, but they could be doing more. These are commonly seen as the low-hanging fruit to growing your business.
Focus on your fans
Most of your focus should be on customers who are already in love with you. You must believe what you do is fantastic for your clients and have a process to show them that.
Also, before you begin selling, make sure you understand the anxiety crevasse that exists between you and your clients. You need to be able to overcome potential clients’ fear, anxiety and doubt, and be able to deal with these pressures during sales calls.
Every salesperson or company should adopt a selling system that works well for them. This is the process by which you develop an opportunity from start to finish. Whether that finish is closing the sale or closing the file, you must have a defined beginning and end.
For Sandler, the selling system flows as follows:
- relationship building;
- bonding and rapport;
- creation of upfront contracts;
- finding a way to qualify people before giving them your intellectual property;
- product or service fulfillment; and
- a post-sell relationship or follow-up.
Don’t give away your product for free
Never give up your product or service before the sale has been made. Once you give your product and service away, it’s over. There may not be any reason for the would-be client to pay your or to continue business with you.
Once you have pitched your sale, there are four positive results:
- a “yes” response;
- a “no” response (this is positive in the fact that you can now move on);
- a response that indicates you have a clear future together, such as establishing a next meeting date;
- a referral or introduction to do business with someone else; and
- lessons learned (ask them what you could have done better and learn from their feedback)
Don’t get between your prospect and where you want them to go. Don’t get overly anxious to get to the sale just because they appear interested. If you are way more interested in the transaction than the prospect is, that is not a good sign for the future of your relationship with that client.
Miss this webinar or need a refresher on what was discussed? Check out the full replay below: