Is Sales Just Selling?
Some people do well just selling basketballs to basketball players. But if you’re selling basketballs why wouldn’t you try to sell them to everyone. Sales people sometimes limit their potential customer pool when they fail to find common ground with a more diverse customer base. When you’re selling to only basketball players you may have the luxury of using sports stories as a way to connect. But, if you use those same stories with a broader customer base you won’t move past the initial small talk. Broadening your prospective customer pool is all about finding common ground with a wider sales segment. Broaden your sales customer pool and sales skills by:
1. Selling on your customers’ terms. Move outside your comfort zone and look for topics of discussion that you know will interest a prospective customer.
a. Do some background research before making a sales call to better understand your prospective customer.
b. Ask a few questions before you start your sales pitch to figure out what is of interest to a potential customer.
2. Treating everyone as a potential customer. Consider it a personal challenge to find out what interests people. A simple open ended question like “How’s your week going?” gives any person the opportunity to discuss their own thoughts.
3. Keeping conversation fresh. The conversation is never about you it’s about getting your customer to relate to you. Nothing chills a sales call more than a repeat of an old story. Instead:
a. Sincerely listen to your customer.
b. Talk about an interesting current event or news story, if needed.
4. Never discussing controversial topics like politics.
5. Using 30 percent of your time to gather new leads and cultivate new prospects
6. Using 70 percent of your time to work on selling to and managing existing customers.
Now with the internet it’s easy to get quick background info and news. So now more than ever you can discuss what your customer wants to discuss not what you want to talk about. Remember, sales isn’t just about selling it’s about developing relationships to meet your long term and short term sales goals.
Next: Team building