If your small business delivers products or services through face-face selling, then you’ve probably already given some thought to the sales approach you want the sales team in your business to adopt. (Although, let’s recognise that in a way, every employee who works for you has a sales responsibility)So, let’s take the opportunity to consider two broadly different sales approaches.
- Hard selling is about getting to “close” as quick as possible
In the old days, many sales people adopted a hard sales approach that was based upon convincing the customer to “close the deal”, so they could move on to the next deal. Selling was seen as a transaction in which the goal was based on a short term perspective of how to best maximise margin for the sale. There are still some businesses now-days that operate from this model.
However, what tends to be more common now is the so-called softer sales approach, which is based upon the goal of building an enduring relationship with the customer. This longer term perspective may mean advising the customer that another product or service might better suit their needs – even though it may mean a smaller margin for your business. However what you gain through building trust with your customer also becomes the foundation for loyalty and repeat business.
- You’ve got to listen before you can build a relationship
Advocates of the softer sales approach recommend that rather than focusing on “selling” you instead focus on becoming a partner with your customer. Seek to gain an understanding of their problems and driving aspirations, and work with them to advise the best solution to their problem. You will end up reaping bigger rewards through increased sales over time. The softer sales approach relies upon the selling skills of questioning, probing and clarifying to uncover needs – you’re doing a lot more listening than talking for quite a while. You will not try to sell the customer or upsell them to something that they simply don’t need.
There are many consumers now-days who are deeply resentful of the hard sales approach and become quite defensive when they perceive that someone is trying to “sell” them something they may not require. They become very wary if they suspect that manipulative or high-pressure sales tactics are being employed, with “one time only offers” and “deadline imminent sales discounts”
- No reason for complacency
A strong relationship with your customer doesn’t guarantee that they will never be lured away by your competitors. You cannot afford to become complacent. You need to continue to invest time in maintaining the relationship and check in pro-actively to see what emerging needs they may have. As a business partner and not just a “supplier”, you walk shoulder-to-shoulder with your customer to support them in achieving their goals.
- CRM software for your business
The use of a relationship selling strategy will benefit from having a good Customer Relationship Management (CRM) system. This technology not only provides you with good quality historical data about the sales history of your customer, but means you may be able to anticipate some of their future requirements. It also means your company has a record of the customers buying patterns and other important client details that allow for an easier transition to another sales person handling their account in future, if required. You don’t want to lose the customer because that sales-person has left your business with all of the client buying history in their head,
So if you don’t already have one, it may be worth investigating a simple and affordable CRM software package for your small business.
- Selling and self-confidence
One final point. If you have a key employee for whom selling does not come easy, then their selling ability could well be enhanced through a boost in self-confidence. A great site with plenty of resources relating to confidence and self-esteem is Building Self-Confidence One of the self-limitung fears that some people new to sales must learn to overcome, even with relationship selling, is the fear of rejection.
Hope this article has offered you a worthwhile opportunity to reflect upon your sales approach