The document provides tips for improving sales skills. It discusses the importance of listening to customers, satisfying their needs, demonstrating the value of products/services, and using sales techniques like creating a sense of urgency or flattering customers. Building relationships is emphasized as a way to boost long-term sales. High-pressure tactics are discouraged in favor of letting customers decide without pressure. Maintaining integrity and fulfilling promises to customers is presented as important for respect and repeat business.

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How to Improve
Your Sales

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The ability to sell someone something - whether it's a product, a service, or an
idea - is the fundamental skill at the core of many, many jobs in the business
world. When it comes to closing a sale, it's not all about smooth-talking your
buyer. It's just as important to be able to listen intently, think critically, and to
intelligently apply effective sales techniques. By doing these things, not only
will your personal sales increase - your business's will as well.
Introduction
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Interacting With a
Customer1

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Satisfy your customer
◉ Above all else, try to keep your customer happy and satisfied. Humans aren't
perfectly logical creatures - if someone likes you, they're more likely to buy
from you, regardless of the deal you're offering.
◉ Be friendly, charming, and open with your customer. Give her peace of mind.
Whatever your customer is looking for, that's what you should try to provide.
◉ This applies both to your conduct and to the thing being sold. Not only should
you be a customer's friend up to (and after) the point of the sale, you should
do your best to convince the customer that whatever you're selling will give
him exactly what he wants - that it will solve his problem, save him money in
the long run, etc.

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Listen
◉ It's pretty difficult to satisfy a customer if you don't know what she wants -
luckily, most of the time, all you'll have to do to figure this out is to
simply listen.
◉ This isn't hard - at the beginning of your pitch, ask a customer what you can
help with and let the customer describe her problem or desire. Once you know
what she wants, you'll be able to decide which products, services, etc. best
meet her needs.
◉ Don't just listen to what a customer says - try to pay attention to how she
says
it in terms of facial expressions, body language, etc. If, for instance, a
customer seems impatient or tense, you'll know that you can probably satisfy
him by offering him a quick, easy solution to his problem, rather than giving
him a lengthy sales pitch for your whole range of products.

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Give your full attention
◉ When a customer is considering making a purchase, you want to give the
impression that you're available to fulfil any needs or answer any questions
that may arise.
◉ You don't want to give the impression that you're distracted or that you're
attending to your customer as an afterthought. Whenever possible, interact
with customers on a personal, one-to-one basis, returning to your other duties
only when the job is done.
◉ This being said, try not to be an annoyance to customers. When you've
gotten
a sale, you can back off somewhat and allow your customer some breathing
room. For instance, you might say something like, "Great, I think you'll be
happy with this purchase. I'll meet you at the register when you're ready!"

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Demonstrate your
product/service's value.
◉ When it comes to convincing a reluctant customer to make a purchase,
flowery, glowing praise for your product or service is only going to get you so
far.
◉ To really get the customer on your side, show your customer how the thing
you're selling will make their life better. Whether it will save them money and
time, give them peace of mind, or simply make them feel good, make sure
your customer understands exactly how the item you're selling benefits him
in real, practical terms.
◉ An old saying goes, "Sell the benefit, not the product." Focus on what your
product or service allows your customer to do, rather than on the
product itself.

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Know your field
◉ Be a friendly resource for your customer. Ideally, not only should you know the
products and/or services you're selling like the back of your hand, but also
those of your competitors.
◉ If you know this information, you'll be able to make comparisons that cast your
product or service in the best light possible and your competitors' in a less
favourable light. You'll also be able to intuitively recommend certain products
based on your customer's unique situation.
◉ For example, if you're selling televisions and you're approached by a single
father wrestling to control 3 unruly children, you might want to use your
knowledge of your products to recognize that a certain model has extensive
parental control

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Close
◉ It's relatively easy to get a customer to like a product, but what really matters
is whether your customers buy your products, which is another matter
entirely.
◉ Try to get a commitment from customers the same day you first meet them - a
customer that leaves the store to "think about it" might not come back. If a
customer is reluctant to make a purchase immediately, try to sweeten the deal
- offer a minor discount or "throw in" extra bonuses in exchange for a
customer's commitment
◉ Additionally, try to streamline the purchasing process so that it can be
completed with a minimum of hassle. Accept multiple methods of payment,
offer options for enrolling in an instalment plan, and keep paperwork to a
minimum.

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Build relationships with your
customers
◉ Customers that feel that they've been respected and satisfied by a business
are likely to give it a good review to their friends and may even return for future
purchases.
◉ Building happy, respectful relationships with customers is a great way to give
yourself a long-term sales boost.
◉ After making a major sale, consider sending a quick note or making a phone
call to make sure your customer's enjoying his or her purchase. This can give
the impression of a friendly, personal relationship. However, don't overdo it

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Using Sales
Techniques1

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Create the impression of urgency
◉ Most customers, whether they're conscious of it or not, hate the idea of
missing out on a good deal.
◉ Giving the impression that, by passing on a sale, your customer is missing a
special offer or a limited-time deal is one of the oldest, most effective tricks in
the book for getting reluctant customers off the fence.
◉ To do this, try to call attention to certain deals that won't be offered forever or
certain products that are almost out of stock and encourage customers to
"jump" on these opportunities.

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Flatter shamelessly (but subtly)
◉ The stereotype of the salesperson as a slimy flatterer isn't entirely unearned -
by playing to a customer's ego, you can increase your chance for success on
almost any given sale.
◉ The trick here is to genuinely flatter your customer without seeming
transparent, cloying, or phony. Pour on the honey, but don't overdo it: when
your customer takes your exclusive deal on a new car, she's smart, not an
absolute genius.
◉ When in doubt, it's hard to go wrong by complimenting a customer's taste at
having picked a certain product. A simple "great choice!" or "ooh, nice!" can
work wonders.
◉

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Make customers feel obligated
◉ Most people are more likely to do things for others when the other person has
already done them a favour.
◉ Particularly sly salespeople can take advantage of this fact by giving the
customer the impression that they've received some favour or act of kindness.
Sometimes, being attentive and responsive to a customer is enough.
◉ For best results, make sure your efforts are noticed. For instance, if you have
to schedule an appointment with your customer, pull out a schedule book and
visibly cross out another appointment when you write theirs down.
◉

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Don't rush a sale
◉ It's tempting, especially if your commission is on the line, to pressure a
reluctant customer into a sale, rush him to the cash register, push him out the
door, and forget about him.
◉ Obviously, this isn't a smart way to make sales. Customers don't like the idea
that they're being tricked or swindled, so sales tactics that rely too heavily on
making fast, high-pressure pitches can build hostility.
◉ Even if these tactics result in short-term sales gains, negative word-of-mouth
can cause long-term downturns and tarnish your image.
◉ The smartest salespeople present convincing pitches to the customer, then let
the customer decide to buy the product, rather than pushing them to do it.

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Be responsible and reliable
◉ Other, slier sales techniques have their place, but if you do nothing else as a
salesperson, try your best to have personal integrity.
◉ When you make a promise to a customer, deliver on it. When you make a
mistake, offer a sincere apology.
◉ Respect is at the centre of any sales transaction. Customers want to respect a
salesperson enough to be confident they won't be swindled, salespeople want
to respect customers enough to assume they'll get a good review for their hard
work, and businesses want to respect customers enough to assume they'll be
paid for goods or services rendered.

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