Tips To Improve Your Firm’s Sales Performance Without Sacrificing Customer Care

Pretty much all companies exist to turn a profit, and your sales performance will likely dictate the chances of your firm expanding or stagnating and staying stuck in a rut. While having the right sales staff and adopting a successful approach to selling is vitally important, there are still many other ways you could improve your company’s sales performance.

There’s a popular myth that successful salespeople are born, not made; however, most experts agree that the skills required for selling are learned over time – mostly through a process of trial and error. Sure, some people might find the processes involved easier than others but, the truth is, anyone can improve their selling approach and educate themselves to adopt the skills needed to become adept and confident at sales.

Below are just a few ways you can improve your – and your employees’ – sales skills.

Learn to listen and ask the right questions

Most of us would agree there are few things worse than a pushy salesperson who fails to listen to feedback and instead just forces their own agenda. An aggressive sales approach can be an immediate turn-off for many people and, if a client finds you overly forceful, you might run the risk of alienating them by not taking on board what they’re saying.

Being a good listener is vital if you’re to appreciate exactly what your customer is looking for – and, in turn, tap into those needs. A prospective customer will often have a rough idea of what they want but might lack the communication skills to articulate those concepts properly, so you must listen to what they say and follow up with supplemental questions. Not only are you more likely to identify exactly what they want, but you’ll also build trust and a better rapport.

Don’t be backward in coming forward – showcase your firm’s skills

While you likely know your company skills and talents inside and out, don’t just assume a client does. Customers need persuading that you, your product, or service is the right fit for them, so don’t hold back information in the assumption they already know your reputation.

Instead, try to find ways to demonstrate to them how your company can benefit their current operations – perhaps by aligning your firm as the answer to problems they currently have or showing previous customer testimonials outlining what you can do. Half the battle in sales is convincing a client that you or your firm is the best choice – so don’t be backward in coming forward.

Ensure you and your sales staff have the right tools for their jobs

One of the most common complaints among all employees (not necessarily those involved in sales) is not having the correct tools to be able to do their jobs properly. In our modern, connected age, there is a vast range of devices and software you could supply your sales team, making their task of selling considerably easier.

From laptops and tablets to dedicated salesforce mapping software, providing your team with tech will make the task of finding and following up potential contacts significantly easier. It will also let you see your strongest sales staff and help identify those employees who might benefit from additional training or support.

Perhaps more importantly, the software can also be used to keep your entire team in the loop to save potentially missing out on leads while giving you easily digestible graphic visualizations of your successes and lost opportunities.

Sell the benefits, not the features

The majority of salespeople know the distinct difference between features and benefits, but, just in case you’re not clear:

  • Benefits take the features of a product and explain why they should matter and make a difference to the customer. The most compelling type of sales approach is one that explains how a product or service can bring a positive benefit to the client.
  • Features are aspects or qualities of a product – mostly detailed technical information or capabilities. Features are unlikely to inspire much enthusiasm in the majority of potential customers.

In short, features focus on what a product is or does – benefits explain why the customer should want those features. Focusing on benefits is far more likely to encourage a sale.

Use visual cues to aid your selling process

Linked to the above, using visual cues like videos or presentations displayed on a laptop or tablet can provide compelling evidence of the benefits of buying into your product or service. Visual content helps show the tangible advantages your company can offer while also potentially offering a welcome break from the sales process.

Find ways to make you and your firm stand out

The internet has made it easier than ever for customers to research companies and, almost without exception, you will find a prospective client will likely have already researched your company (and others). For this reason, you must find ways to help your company stand out from your competitors.

Often this can be as simple as identifying the Unique Selling Proposition (USP) offered by your firm, but your overall demeanor and making a good first impression are both equally important. In the selling process, you will be the primary point of contact with your company, so keep the language simple and try to find ways your offer can address the client’s problem (even if they’re not even aware they’re having a problem yet).

By taking a proactive, empathetic approach and listening carefully to their requirements, you’ll find it considerably easier to find ways to stand out while also building a better relationship with the client.

Use persuasive language and assume the sale has already been made

As mentioned above, the client will probably have already done extensive online research, so the fact they’ve reached this stage and have approached you for more information is one of the clearest indicators that they’re interested in what you can provide. Showing confidence and talking in language that assumes the sale has already been made can plant a seed into the mind of the client, making it very hard to resist going through with a purchase. If you do it right, by the time they go to complete and buy, the customer probably won’t even realize the sale was made much earlier in the conversation. Using phrases like, “How would you like to pay,” rather than asking if they’d like to buy will go a long way to completing the transaction.