7 things you need to know about sales and selling

1. Let your prospect state their needs before you attempt to sell anything. Finding out what your prospect wants – needs analysis – is extremely important. By giving them the opportunity to explain you will, in effect, gain their approval in advance, providing that you can then present your pitch in a way that meets each of their stated needs. Another advantage of this approach is that the prospect is less likely to later dispute or change the spec as it was theirs in the first place.

2. In personal selling situations good rapport is vital. First impressions take just seconds to form and can be irreversible. Remember too that first impressions are not reliant upon words but can include intangibles such as demeanour, manner, dress sense and even humour.

3. Understanding why people buy is key in both marketing and selling. Ultimately, most purchases are made for one of the following three reasons: NECESSITY – My car is totally unreliable so I need a new one; OPPORTUNITY – There’s a special offer on my dream car – I must buy now while stocks last. DESIRE – Wow! The body styling of the new turbo model is so-ooo cool… I have to have it!

4. Different buyers will have different priorities so you should be prepared to adapt your selling pitch according to the circumstances. For example a corporate purchaser will most likely be focused on price, reliability and quality – logical decision drivers. On the other hand, an individual or small group will be more able to focus on lifestyle or fashion preferences, personal taste or ego – emotional drivers. The closer that your pitch fits with their mindset the closer you will be to a successful sale.

5. There are surprisingly few barriers that will consistently prevent buyers from committing – just four in fact. Here they are: What you are selling is simply not relevant to them (“Whadya mean you don’t need a pink zeppelin?”); What you are selling is in some way defective; There is something wrong with your sales pitch; There is something wrong with you (time to check-in with an image consultant maybe).

6. Alternatively, there are several things you can do to sway the buyer. These winning moves include: having an offering that is relevant, different and good quality; presenting it at the right time and at the right price; being convenient and easy to deal with; being likeable and easy to get along with; being persuasive and using a convincing, benefit-led sales pitch. If all else fails, you can try to present your offering as the only one of its kind in town.

7. Lastly, the golden rule. Never buy the sale. By all means give a little ground here and there if it helps negotiations. And by all means add extra value – such as free delivery or a few accessories – but do avoid the temptation of reducing your selling price to rock bottom or beyond just to win a sale. Price slashing is not a sustainable, long-term strategy. Remember that neither you or your business can survive for long without making a realistic profit.