The Success of a Sale: 3 Variables That Impact a Sale
The brightest companies understand that a successful salesperson doesn’t rely upon strong-arm tactics. They don’t force customers to buy something they can’t use or don’t need. Instead, the best salespeople gradually move customers to an order.
It’s this subtle approach to sales that makes a difference, one where the salesperson is firm, but accommodating, and one where the salesperson confronts a customer’s objection and removes it as a concern. To help make sure your salespeople are approaching the sales process properly, here are three variables that will help them win business.
1. The Ability to Define the Customer’s Needs
The biggest problem in sales occurs when a salesperson assumes what the customer wants and needs. In fact, it’s common for the salesperson to push a sale they want to make as opposed to defining what the customer needs. Often, it becomes too big of a pill to swallow for the customer; sales pushes a product the customer can’t use, can’t afford and doesn’t need instead of selling them what the customer wants. In the end, it’s the difference between making a one-time sale, or having repeat sales from a happy customer.
2. The Ability to Defend Pricing
Salespeople always back down when a customer states that the price is too high. They immediately take a step back and assume that reducing the price means the customer will buy. Salespeople who understand how to defend pricing know that the customer’s concern isn’t about price. Their concern is about expenses or costs. If the salesperson can get the customer to understand how the product reduces costs, then the sale is more likely to occur. Salespeople need to focus on the product’s main selling points by outlining its features and benefits in addition to how the purchase will reduce costs.
3. The Ability to Close
Inevitably, the salesperson will have to close the sale. Now, for some, it’s an easy process and a logical conclusion to an extensive discussion. Unfortunately, for others, it’s not so easy. In fact, a number of salespeople excel at the first two aforementioned criteria only to fail miserably when it comes to closing the sale.
Closing itself is not a difficult process. If the salesperson has properly defined what the customer wants, and has provided a workable solution, then asking for the customer’s business is a natural conclusion. It’s not impolite or rude. In fact, in many cases it’s exactly what a customer wants to hear. Closing is a simple process when the salesperson takes the time to ask for the customer’s business.
The days of using a snake-oil sales approach are long gone. Contrary to popular belief, the sales process doesn’t start when the customer says “no”. It starts before they even get to no. If your salespeople focus on these aforementioned three criteria, then your company will win more business.