3.5 Sell more

What makes a great salesperson? No one is “born” a great salesperson. Becoming one requires the right attitude, good communication skills, and solid product knowledge.

Sales guru Jeffrey Gitomer gave the world his unique insight into sales when The Sales Bible was first published some 20 years ago.

1) Success in sales starts with a positive attitude. Make it a goal to sell with a smile.

Our thoughts create our attitude, or the system of beliefs that inspire what we say and what we do.

In sales, it’s not your quick wit or silver tongue that seals the deal, but your attitude.

A number of studies performed across the United States have shown that in fact, a salesperson’s poor attitude is the primary factor for failing to sell.

Changing your attitude is a matter of discipline. Developing a positive attitude must become what moves you – not something you casually think about but commit and aspire to.

One way to make this more tangible is to write down a mission statement that incorporates your goals and ideas, or anything else you feel is important to you and how you work. Your statement doesn’t have to be a novel, either. Something like, “My mission is to sell like crazy, help the people around me and have fun doing it” is potent and to the point.

Don’t get too sophisticated; the idea is to give yourself a daily reminder of your aspirations and ideas, something short and catchy that motivates you – not something that puts you to sleep!

2) Friends like to buy from friends

Friendly relationships with buyers come with multiple advantages. For example, you don’t need fancy sales techniques to sell to a friend. What’s more, you can expect a friend to always give you honest feedback about yourself and your product. And competition is virtually non-existent.

Unfortunately, many salespeople consider any interaction with a customer that isn’t a sales call to be a waste of time and energy. In the short term this might seem true, but having this attitude means you could lose out on the massive opportunities that having a friendly relationship brings.

So if you can, meet your customers outside of the office. Take them to a concert, a sports event or something that isn’t work-related. Show them that you are genuinely interested in the person behind the wallet!

Not only will forming a relationship with buyers increase sales, but it will also make your job more personally fulfilling.

3) Channel the “WOW-factor” to distinguish yourself and your product from everyone else.

The WOW-factor is something we’ve all experienced at one point. It’s the difference between a person (or thing) that we can’t stop thinking about, and everything else that slips from our mind, forgotten.

While there are many ways to distinguish yourself and put “wow” into your sales presentation, they all share one common thread: preparation.

For example, when the author pitched his book to a publisher in the 1990s, he was prepared. He came with a prototype of his book, complete with a computer disk and wallet-sized flash cards to distinguish his book from all the other books on the shelves at the time.

Furthermore, he came with multiple letters of reference and a multimedia presentation that he had practiced for weeks. What’s more, he had already trademarked the name of the book, The Sales Bible, as a part of his daring marketing concept.

4) Use power questions

The key to understanding your customers’ perspective lies in power questions, which are concise, open-ended questions that don’t force a simple “yes” or “no” out of your customer.

Asking power questions demonstrates to a potential client that their opinions are genuinely valued. Showing them this will encourage them to give you the information you need to seal a deal, such as what their preferences are and why they need to buy.

5) Turn a “no” into a “yes.”

If you’re in sales, then you’re going to hear the word “no.” First, know that “no” is seldom a categorical objection to you or your service. Most of the time, your prospect is simply demonstrating that you haven’t convinced him to buy, or that there’s another issue he hasn’t yet told you about.

They might have doubts about the product, or maybe they’re trying to get you to sweeten the deal. Or maybe they need third-party approval. Basically, there’s no end to the reasons people say “no.”

The trick to overcoming these objections lies in your preparation. If you run into objections, then it’s very likely that you weren’t well prepared, hadn’t asked the right questions or listened closely enough.

If you can’t figure out what the real problem is, listen closely to the objection and ask for clarification. Ask questions like: “You’re telling me X, but I think you mean something else. Is that true?”

If they answer positively, and provide you with a bit more information, confirm this information by rephrasing it, like: “So, in other words, if X wasn’t the case, you would buy my service, is that correct?”

6) Don’t be shy; ask for the sale. But then, shut your mouth to give your client the chance to say “yes.”

None of your preparation, technique or rapport matters if you don’t know how to ask for the sale. Closing questions should be open-ended, avoiding “yes or no” questions at all costs. If you offer your client the opportunity to say “no,” then they just might take it!

Instead, ask questions that assume that the prospect is going to buy. Questions like, “Which color hats would you like to buy, then?” or “When do you want these delivered?” focus on critical elements of a purchase without posing a simple “buy or no-buy” question. This way, it becomes harder for the prospect to actually say “no.”

But probably, the most important rule when closing a sale is to shut up after you’ve asked your closing question.

If your prospect is still demonstrating uncertainty, it might be time for drastic measures. It’s time for the puppy dog close. If your prospect is still demonstrating uncertainty, it might be time for drastic measures. It’s time for the puppy dog close.

If you’ve ever test driven a car, tried a trial membership or gotten free issues of a magazine, then you’ve seen the puppy dog close in action.

7) Great and consistent customer service lets you close sales, again and again.

Imagine all the work you’ve put in to win a sale, just to lose it because of an offhand rude comment, a too-slow response to an email or simple indifference.

In essence, customer loyalty is one of the most valuable assets you have, as it is virtually a guarantee for future sales and eliminates competition.

But while your loyal customers may give you trust, they likewise will constantly test and re-evaluate that trust. Don’t endanger this valuable asset by underperforming.

In practice, this often means taking responsibility for complaints, even if the problem wasn’t your fault.

If you solve your customer’s problem, you’ve proven yourself to be someone who sticks to their word and doesn’t make excuses. This creates a basis for a long-term relationship, and perhaps even a testimonial for your services for future prospects.

8) A new type of salesperson is emerging: the non-salesperson.

These are people who aren’t out to manipulate the customer but instead consult with them to find a solution that is actually best for them. This sort of salesperson knows her products inside and out, understanding the products’ strengths and weaknesses, and thus knows when and how the customer can best benefit from the product. Ultimately, they won’t sell something they know won’t work.

Many customers feel threatened by the stereotypical salesperson, someone without scruples who will do anything to get the sale whether or not it makes sense for the customer.

You’ll have to overcome this hurdle by demonstrating deep product knowledge and a genuine interest in helping solve your prospect’s actual problems.

9) Social media is a great way to attract sales and showcase your knowledge about your product.

Maximizing the effectiveness of your social media presence requires you to do two important things: interconnect all platforms and provide value messages.
You’ll also have to provide value messages, that is some sort of product insight or special knowledge, testimonial videos or anything else that gives potential customers a reason to look at your content.

And remember: you should provide at least part of your value to your followers for free.

10) The key message in this book:

Succeeding in sales is all about developing the right attitude and fostering strong, friendly relationships based on trust with your customers. By being an honest friend and truly discovering what your customers want and need, you’ll have created a life-long revenue stream.

Actionable advice:

Next time you receive a customer complaint, smile!

Customer complaints aren’t nuisances that you have to take care of but opportunities for more sales. Every customer complaint is a chance for you to solve another customer need and become a problem solver in your customer’s eyes.

*from blinkist.com*