The art of selling
Traditionally the 'gift of the gab' has been hailed as the main skill a sales person needs. But as the sales environment becomes ever more cut-throat, competition more intense, and customers more demanding, a suite of interpersonal skills is equally important.
From prospecting, relationship building, negotiating, to servicing customers and actively listening - these are all business-critical skills required when striking that all-important deal.
Prospecting
You have to know your direct and indirect market inside out, so that you can source and identify new business opportunities. Often sales people are remunerated based on both new and retained business, so you must be able to find prospects and turn them into clients offering longer-term revenue potential. A key skill is to identify the right contact within your prospect list - be it the user, or the key strategic decision maker.
Product knowledge
You must have in-depth understanding of your product, and be effective at communicating its features and benefits to the customer - make it real, show how the product or service will improve the customer’s experience, and avoid technical jargon.
Having the ability to communicate your message succinctly and concisely will set you apart from the lengthy sales pitches that bore. Effective presentation skills are a blessing.
Listening, not just talking
A key skill for a sales person is the ability to listen. Customers do not want to be lectured to; a successful sales person will secure their client’s interest, and encourage them to participate in the sales process by asking questions. Ideally, the sales person will listen to the objections, concerns or perceived benefits and will make a mental note.
Convert the opportunity
Using finely tuned negotiation skills and objection handling techniques will help you close the sale. All the hard work prospecting, developing product knowledge, arranging appointments and presenting the sales pitch has paid off!
But your work does not end there - every customer has a lifetime value, so talented sales people will nurture their customer, providing after-care support, timely calls, and product advice.
Nurturing the customer relationship
Successful sales people have strong relationships with their clients, enabling the latter to pick up the phone to speak to them first before considering a competitor. Remembering information about the buyer - such as their birth dates or other family milestones, purchasing habits or user characteristics will help tie you in with your customer.
When it comes to repeat orders, up-selling and cross-selling, hit rates dramatically improve with loyal customers. So nurturing the customer relationship is one of the most important skills a sales person can have.
