We know that sales represent one of the most important functions in a company because they bring money.
Customers buy for emotional reasons and later justify it by using logic – this means that your presentation to the customers should be linked to emotions, for example, so they can see, feel and hear the benefits of your product. Asking questions means further integration of customers’ feelings so, for example, you should ask: won’t you feel better, if…?
An example of why people buy:
- they have a wish to fulfil their needs,
- they believe that your product is competitive,
- they are in a state of imbalance, for example, they have a wish or are feeling anger or happiness.
The most important part of selling a certain product or service is the seller himself. It is of outmost importance that he should always be motivated. Studies show that 84 percent of sellers sometimes experience fear. Zig Ziglar said that 96 percent of sellers give up after the fourth attempt. He also thinks that 60 percent of sales are made after this attempt. Ben Feldman, one of the most successful sellers of life insurance, said that the sale really begins when a buyer says no.
One of the most sought-after business speakers in Europe, Geoff Burch, said that there is a simple formula to increase sales. You have to find more buyers (meaning you visit more, call more, gain more through social media, attract more into your store). At the same time, you should not forget about your existing customers as it is much easier to sell to them than to gain new ones.
Most buyers decide not to buy due to the seller being unable to close the sale, so you should learn to read the buyers’ signals to conclude the sale. Tom Hopkins International conducted a survey that asked customers why they didn’t decide to buy and the most common answer was that no one actually suggested a purchase. You can, for example, close the sale with a question: If you agree with everything I just said, when do you want to start using our product?
Other tips for successful sales:
- it is very important for you to trust the product or service you are selling, only this will bring long-term success,
- first impression is always important – pay attention to smiling, eye contact, appropriate address of the customer, potential handshake,
- knowledge always benefits the sales as knowing more makes it easier to control the conversation. With that said, you should read books and educate yourself in multiple fields,
- buyers remember maximum 3 to 5 things so you should use that fact when selling,
- selling doesn’t mean talking but listening to buyers which enables you to sell more, for example, ask your customer a question and be quiet for at least 4 seconds to give them time to answer it,
- studies show that 70 percent of sales are closed between 7 am and 1 pm as customers are full or zeal and energy at that time,
- practice makes perfect, even in sales,
- the aim of sales is efficiency; this means reaching out to the customers who add the highest possible value and are the most loyal,
- stories sell so you should use a story to sell your product or service,
- use statements from known customers or some other evidence which shows that the product or service works,
- maintain good relationships with existing customers. After the purchase, you should call them or visit them personally. It is easier to sell to existing customers than to gain new ones,
- your personal appearance also helps – it shows that you’re happy with your body, your apparel, etc.,
- customers buy benefits so be sure to focus on actual benefits of the product and not its characteristics,
- ask your customers for their name as calling them by name helps contribute to higher sales,
- any customer refusals bring you closer to successful sales so don’t take them personally,
- set your long and short-term sale goals which you should write down otherwise they are only wishes,
- you should prepare answers to questions which customers might ask in advance, for example, that they can buy the same product or service elsewhere for a lower price. Resolve the concerns by listening to the customer and asking them questions, answering them later and checking if they understand your answer,
- while you are selling use the correct language; instead of to buy you should say to have or use investment instead of costs, etc.