The Path to Sales Success

Many small business people have great ideas for products or services, but don't want to sell or don't know how.  They've defined their target market and how to reach it, and have mastered the financial aspects of running a company. However, often missing is a clear understanding of the sales process - or the willingness and ability to initiate successful sales conversations, and not get stopped by people saying "no."

There is a way to sell that is positive, rewarding and enjoyable.  And it helps handle that fear of rejection as well.  It's called relationship selling, and is the way effective, professional salespeople have always operated.  In fact, Dale Carnegie started delivering this message 78 years ago.

Traditional vs. Relationship Selling
When many small business people think about selling, they have a stereotypical image of the used-car salesman or the aluminum siding huckster as played by Danny DeVito in "The Tin Man."  Characters such as these operate in a win/lose mode - an exchange where the seller tries to trick, persuade or coerce the customer to buy.  In contrast, relationship selling is a win/win game.  If the product or service being sold truly meets the needs of the buyer, both parties benefit as a result of the sale.

Today's customers have become more sophisticated and demanding of higher levels of customer service than ever before.  They want someone they can trust who understands their needs and wants.  

Also keep in mind that the best sources of new business are existing customers and referrals from these customers.  To help ensure the success of your venture, take the time to build relationships with your customers, rather than just focusing on making the immediate sale. 

Build Trust
People tend to do business with those they like and trust.  Look into your own buying experiences.  Have you ever walked away from a transaction because you did not trust the salesperson to deliver what was being promised, or because you just plain didn't like the man or woman?  And conversely, haven't you found yourself going back again and again to do business with helpful and honest salespeople?

How do you build trust in a business environment?  Let your prospects and customers get to know you.  Make sure they understand why you started your business, and why you believe in your product or service.

Another way to build trust is to keep your word.  From follow-up calls to delivering on time, keeping your word can be one of your most powerful sales tools.

Focus on Filling Customers' Needs
The better your product or service fits your customers' needs, the more sales you will have.  When customers know you sincerely care about what they want and need, they will feel secure that they are making the right decision in buying from you.

By clearly identifying the needs of your customers, you can also confirm whether or not they are part of your target market.

Ask Open-Ended Questions
One of the best ways to obtain pertinent details about a customer's needs is to ask questions that elicit information, rather than a simple "yes" or "no."  The classic interview questions are:  who, what, when, where, why and how.  For example, "who will be using this product?", or "when will you be ready to make a decision?".  While you are asking, also respond at appropriate times by linking key product or service benefits with the prospect's stated requirements. The result is an interactive conversation where information is exchanged and both parties expand their knowledge.

Don't be afraid to ask such closed-ended questions.    

Listen More Than You Talk
Something magical happens when people give their undivided attention to others, without interrupting or focusing on what they are going to say next.  This is true whether the environment is professional or personal.  However, it is often overlooked in the context of establishing a business relationship, much to the detriment of the seller. After all, if you do all the talking, you will never learn anything about your prospect.

When you listen more than you talk, customers realize you are genuinely interested in them, and that you are trying to understand their specific situation.  

Useful Selling Techniques
You can focus on building trust all day,  but if you don't ask for what you want, you still won't make the sale. For example, you might have made a good connection with a fellow industry organization member, but there will be no possibility of a sale unless you spend some time discussing how the two of you might have a match.  In a retail environment, it could be as simple as introducing yourself to customers, rather than staying behind the counter and ignoring their presence.

Another traditional technique is understanding and using body language.   Knowing how to interpret prospects' folded arms or eye contact could give you much-needed information about how comfortable they are with you, or how ready they are to make a purchase decision.

It is well known that communication is 50 percent body language, 40 percent tone of voice, and 10 percent the actual words used.

Dealing with Rejection
One of the main reasons small business owners dislike selling is that they don't like to get rejected.  This is a basic and very understandable human reaction.  However, excluding financial considerations, people generally say "no" for one of three basic reasons:  they don't like you, they don't trust you, or what you are offering is not what they want or need.  Aside from the fact that not everybody will like you, if you have done your job, focused on building trust, and made sure that there is a fit between you and the prospect, you will rarely hear "no."  At worst, the timing will not be quite right, or you may be referred to other people who might respond positively.

A Different Framework for Selling
When selling in a context of building healthy relationships, you are operating as an ethical, considerate and helpful human being.  You are also building your communication and other personal development skills.  This is not only satisfying, but also quite effective in creating a steady stream of sales for your business.

Steps in the Sales Process
Whatever your setting, and whether you sell a product or service, the following steps are the ones you should use.

1. Know your product or service. Before you even have a preliminary conversation with a prospect, it is essential that you clearly understand what attributes make your product or service unique or desirable, and why people should want what you have to offer.
2. Make initial contact. The actual sales conversations with people in your target market begin when you start letting them get to know you, and vice versa.
3. Exchange information. This step consists of meeting with your prospects, asking them questions, uncovering their needs, giving them information about your product or service, and determining how it might fill those stated needs.  Don't be afraid to acknowledge gaps in your knowledge or understanding; such sincerity comes through in a positive way.
4. Propose a solution. Once you have ascertained that there is a good fit between you and the prospect, you can propose how your product or service would specifically solve a problem or handle a need.  By understanding the features and benefits of competing products or services, you can also prove at this point how what you offer is better.
5. Confirm the sale. Rather than focusing on "closing the sale," a term that indicates the end of the process, confirming the sale means you are reviewing the customer's willingness and ability to make a commitment.  It is a natural extension of a sales relationship built on a foundation of trust, respect and rapport.
6. Deliver. Although actually delivering your product or service is not technically part of the sales process, it is a very critical step.  If you don't deliver, you don't have a sale.  In addition, during this step you have an excellent opportunity to continue to build trust and cement your relationship with your client. 
7. Follow up.  This is the time to find out how your client likes your product or service.  This stage provides an ideal chance to create repeat business or get referrals to new prospects.  And if there is a problem, you have an opportunity to correct it.

Bringing all of the elements together is critical:  relationship, sales process and expertise.  You could even say that a proper sales relationship strikes a balance between friendship and caring on one hand, and professionalism and knowledge on the other.  We try to always operate from these premises, and it's working! Building Relationships with Clients is Key at ENCOMPASS

When the Answer is No
Even after doing and saying all the right things, you may still get "no" for an answer.  Sometimes this can provide an opportunity to redirect the sales situation or develop a new proposal.  At other times, it just signals that it's best to move on to the next prospect.

Here's what top salespeople suggest doing when the answer is absolutely, positively "no":

• Thank the prospect for the opportunity to bid for the business.  This basic precept is particularly valuable if you also ask the prospect for feedback.  What factors contributed to the decision?  What did your product or service lack?  What did you do - or not do - that lost the sale?
• Determine whether to pursue the business further.  Research shows that successful salespeople have more failed calls - calls that end with a "no" from the prospect - than mediocre salespeople.  Successful salespeople know when to walk away.  They've thoroughly explored the prospect's needs, and recognize that the product or service being offered does not meet them.
• Stay in touch.  If your analysis convinces you to pursue the business, stay in touch with the prospect.  Send articles of interest, or invite the prospect to events that are particularly relevant.  But avoid routine follow-up calls.  Phone only when you have information that meets a specific need the prospect is trying to address.

Qualities of a Sales Professional

Studies have shown that outstanding salespeople share certain traits, whether they run their own business or work for someone else. According to Jim Cathcart, well-known speaker and author of Relationship Selling:

The Key to Getting and Keeping Customers, whether people are professionals isn't determined by the business they are in, but by the way they are in business.

Sales professionals:

• Are committed to the success of their clients' businesses, as well as their own.
• Have clearly stated business and life goals.
• Take time to educate themselves, and are always open to learning how to improve their sales skills.
• Spend spare time in sales-related activities, whether within their industry or contributing to other entrepreneurs.
• Take personal responsibility for both their successes and failures, rather than blaming others for any setbacks.
• Keep track of their progress, including accurate records of conversations with clients and appropriate follow-up times, as well as their level of activity during each step of the sales process.
• Are determined and persistent, and don't let anything discourage or slow them down.

Article courtesy of www.ponderpearls.com: *Excerpted with permission from "Small Business Success" magazine, Volume 5, produced by Pacific Bell Directory in partnership with the U.S. Small Business Administration and the Partners for Small Business Excellence.

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