Consider a salesperson whose only goal is to get you to buy their product. What kind of strategies would they use? They’d likely be aggressive and inconsiderate. How might this affect their sales?
Now think about a salesperson who is truly interested in helping customers. How does this goal affect their behaviour? And how does their behaviour influence sales?
Healthy, genuine relationships are the foundation of a successful sales career. Not only do they make closing more likely, they also set the stage for long-term relationships, leading to repeat sales.
First, Understand Your Buyers
Making a sale depends on your understanding of potential customers. Before pitching your product or service, make sure you know your buyer’s priorities first.
Follow these tips to better understand your buyers:
- Use the BANT framework to qualify sales leads. BANT represents four pieces of customer information you should be aware of: budget, authority, need, and timeline.
- Identify your buyer’s needs. To do this, ask probing questions and actively listen.
- Keep in mind that knowledge is power. Research your customers and ask targeted questions to get to know them better.
- Use different strategies when navigating different roles. Remember, decision-makers, influencers, and gatekeepers play diverse and important parts in the purchasing process.
Then, Build Strong Relationships
When you have a clear idea of where your customer is coming from, you can begin building strong, meaningful sales relationships.
Consider these tips as you connect with customers:
- Prioritise building trust. Prove you’re acting in their best interests by being honest and demonstrating integrity.
- Embrace transparency. Be clear about what your solution can and can’t deliver, never make promises you can’t keep, and never conceal the truth.
- Try consultative selling. This strategy puts the customer first, giving the salesperson the role of a consultant or coach.
- Develop your emotional intelligence. Recall four important skills every emotionally intelligent salesperson practices: empathy, self-awareness and self-regulation, delayed gratification, and self-motivation and resilience.