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Shankar G, the co-founder and CEO of GetSpini, specializing in sales skills training, reveals that the most significant challenge for newcomers in sales is finding and connecting with potential customers.
There is no universal secret for early success in sales beyond the effort put into work and accumulating experience. For Shankar, each lost contract or persuading difficult customers are valuable experiences that help him understand this profession better.
Below are 10 strategies Shankar has derived to become a better salesperson:
1. Briefly understand your customers
Embarking on the initial and pivotal step! Utilize data available on LinkedIn, Facebook, Twitter, and more to gather extensive information about customers. This will enhance your understanding of them, enabling a more effective sales strategy.
'Information is always a valuable asset in the sales field,' he emphasized.
2. Focus on the 80/20 principle
The 80/20 principle asserts that concentrating on 20% of products, customers, or employees truly generates 80% of the profit.
'Don't pursue too many goals. Selectively choosing customers and concentrating on them will expedite the company's transformative process,' advised Shankar.
3. Prioritize expanding relationships
During my time working in Singapore, Shankar revealed having a $30 million contract opportunity with the Singaporean government. However, lacking connections with local professionals posed a challenge.
'Subsequently, an acquaintance of mine, a high-ranking manager at an event organizing company, discovered that an office secretary was participating in a program organized by my company,' he narrated. Seizing this chance, Shankar asked his friend to introduce him to the secretary, ultimately securing a 50% winning chance compared to other competitors.
4. Build trust
Due to job demands, salespeople often focus on sales figures rather than emphasizing guidance and understanding customers. This is a mistake because you need to present yourself as a consultant expert rather than a salesperson in front of them.
Offer sound advice to customers, even if it may not immediately lead to them choosing your product/service. By doing so, you'll earn the respect and trust of customers—factors that contribute to long-term business benefits.
5. Don't sell under pressure
Never sell in anxiety. You must make customers feel comfortable with their purchasing decision.
'In the first meeting, you have to ensure that you are a good listener and understand the customer. Desperation in your eyes will drive customers away,' advised Shankar.
6. Customer care
After the initial meeting, show genuine concern for the customer. 'This doesn't mean constantly calling or annoying them,' Shakar cautioned. Understand their concerns and share useful information to make their decision-making process easier.
7. Be fair
Shankar advises analyzing both the positive and negative aspects of competing products so that customers don't feel like you're trying to sell to them. Let customers know that you're helping them understand more about the product line they're interested in and that you're not biased towards any side.
8. Product Knowledge
Some customers understand the product more than you think. As a salesperson, you should have a deep understanding of the product to be ready to answer customer queries, no matter how challenging or absurd they may be.
Additionally, regularly update news related to your product/service. Spend time analyzing negative reviews about the company's product on social media to better understand customer thoughts.
9. Time Management
Not every customer entering the store decides to make a purchase. Despite this, many salespeople waste time persuading customers who have no intention or financial capacity to buy.
Try to assess customers, then prioritize those you consider potential customers and spend time advising them.
10. Network with Influential Individuals
Companies often hire experienced professionals, high-ranking government officials, former CEOs, or foreign directors. The reason is that they have extensive connections and authoritative voices in their specialized fields, not to mention their highly accurate opinions.
'Startups should collaborate with experts, policy planners, customers, and even those who influence the decisions of potential customers,' advised Shankar.
(Source: Compiled)
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