Four Keys To Understanding Sales

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understanding sales

Four Keys To Understanding Sales

Over the years I must have read a hundred books outlining all kinds of different sales approaches and ideas. Some were very good and others left questions about their authors understanding of selling.

 

Whenever I found myself in a slump or things just didn’t seem to work the answer always seem to be in the basics.  A great chef, master carpenter or champion athlete always seems to have a mastery of the basics. So let’s take a look at what this idea of selling really amounts to.

 

  1. Sales is two people, a customer and salesperson, communicating with each other. The customer is communicating their requirements and results required. The sales person is trying to understand these so the issue can be solved by their product or service. Just think of this as two people getting together to help each other improve their situation
  2. Customers purchase products and services for the benefits they provide. This is a real challenge to sales people who have been indoctrinated that sales are all about their product. Whereas your product or service should be a way or method to get the benefits the customer is looking for. This could mean saving time and money, preventing problems, solving problems or creating opportunities; that’s what the customer is looking for. So salespeople need to communicate these benefits to customers instead of the product.
  3. Getting into new accounts, selling to existing accounts and servicing accounts is all about two people communicating. Getting into a new account is about communicating the benefits that the customer could achieve and communicating it in their language. The selling part is the listening, questioning for clarity and communicating the benefits and advantages. Servicing the account is continued communications about the results to date and additional results needed.
  4. If we take the selling process, the objection response process or presentation part of selling and take the words “selling”, “objections” and “presentation” away, guess what we end up with. The “Selling” process becomes a communication process that is used every day. The “objection” response becomes a conflict resolution process and “presentation” becomes story telling.

 

Take this idea of a communications process instead of selling and see what happens to your productivity. Ask yourself what the potential results of your product could be from your customer’s perspective. Now work out how that could best be communicated to your customers.

 

 

Take this idea of a communications process instead of selling and see what happens to your productivity. Ask yourself what the potential results of your product could be from your customer’s perspective. Now work out how that could best be communicated to your customers.

 

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