Many business people aren't comfortable with selling, but creating a sales system makes selling easier. This topic will include some key selling strategies, and ways to manage the sales process, but if you take away just one concept, it should be of selling as a service. That in itself is a vast subject. We could spend a whole day discussing the subject and we'd only lay the foundations - but it does change how you approach selling.
Sales are the lifeblood of every business, and thinking of selling as a customer service tool makes a big difference to both you and your customers. Whether you are a one-person business or have a sales team, having a sales system can help every person have more success with sales.
Good salespeople often have what’s called ‘unconscious competence’. If you asked them to write down their system for success, it would be very difficult for them. Observing and writing down what a successful salesperson does to win over a prospect is the best way to start developing a sales system.
To systematise your sales system document these:
- How things get started with the customer - greetings, questions
- What is said, and how it is said
- How the customer responded
- How questions are answered
- How objections are handled
- Benefits that are mentioned
- How the sale is closed and whether any cross-selling or up-selling occurs
There are seven steps in selling. Missing some out weakens the chance of success, and also the chance of return sales.
- Analyse needs
- Service and follow-up
Commonly used selling strategies include:
- Tracking conversion rates
- Identifying cross-selling / up-selling opportunities
- Developing host style sales relationships
- Managing sales leads
Each of these requires more detail than we have room for in this article, but hopefully, this will give an appreciation that selling is more than just advertising. As with any other function in your business, you must manage the sales function before you can expect to see regular sales growth. Selling is something some people are naturally better at than others. Developing and following a sales system allows all of us to improve. And selllng as a service removes pressure to convince someone against their will.