This month I read a book on most business owner’s favorite topics: sales. Sales may not be our favorite topic, but it’s an absolutely essential one if we want to stay in business. The book I read was Exactly How To Sell by Phil M. Jones. It was a short and easy to read book, so if you’re looking for a quick burst of insight on sales, this could be the book for you.
The book did a decent job of covering many aspects of sales including marketing and dealing with objectives, one of the earliest insights I took from the book was the importance of remembering that sales is a process, it’s not something that has one step, there are many steps from hearing about the product/service being sold, to learning about it, to the actual delivery of what was purchased through use of it.
One of the biggest keys this book shared about getting successfully through the sales process was about who the salesperson was and how they acted. Sales people in this day and age are more successful if they’re good listeners, problem solvers, empathetic, knowledgeable, helpful and responsible. Those are important characteristics for any business owner, but especially for sales people to not only make more sales, but also show they’re human to their potential customers so they feel more comfortable with them.
So how do you get more successful sales? There were 3 big reminders for me in the book, that of confidence, clarification and questions. The book made a really great statement that the role of a sales person (and the overall sales process) is to provide the potential customer or client with all the information necessary to make a decision and not feel any confusion over what’s being offered. It’s one of the reasons I encourage lots of information on sales pages, including some indication of price. Asking questions of the potential customer enables you to make sure you’re all on the same page, confirms the needs they have, and helps you make the best recommendations for their specific needs. Questions also help you and them avoid a bad pairing before things get too far and there’s a lot of wasted time and resources. Finally, confidence is important because it shows your potential customers that not only do you have the knowledge of what you’re selling, you believe in it and it’s ability to solve the needs of your customers.
Sales can be challenging, but with careful thought, planning and practice soon you’ll be seeing success! What are your challenges with sales?