YourBusinessWithJamesCaan2016 - 101

SALES STRATEGY

SHOUT OUT
YOUR ATTRIBUTES

You're probably not the only ones
trying to sell to your customers, so you
need to differentiate yourself. What is
it that makes you unique and sets you
apart from competitors? This doesn't
mean you need something groundbreaking or revolutionary - it could be
that you're quicker, cheaper or more
efficient. Either way, you need to be
very clear about your USP, otherwise
you risk being lost in the crowd.

CREATE URGENCY

SELL LIKE
A PRO
LISTEN A large part of sales is
actually about listening and asking
questions. You should never just
charge in and try to sell to people;
you first need to take on board
what the customer says.

MAKE EYE CONTACT You'll need
to practise this as it isn't always a
natural thing to do, but eye contact
shows you are genuinely interested
in a customer and can be trusted.

SOLUTION SELL Tailor to the
customer's feedback as much as
you can, rather than just pushing
for what you want. Remember,
you are trying to find a solution
that fits their needs.

SHOW PASSION If you don't
seem to like or believe in what
you are selling, why would

PHOTOGRAPHY: SHUTTERSTOCK

somebody else?

KNOW YOUR LIMIT Ensure that
you know in advance where your
bottom line is; anything below this
will mean you have to walk away.
By having this number in mind, you
will project extra confidence and
authority, as well as being able to
negotiate smarter.

Try to find a
solution that fits a
customer's needs

appreciate being pointed towards other
related items that can help them.
It's important that you aren't overly
pushy, though, and that the products
you are cross-selling actually have
relevance to the initial purchase. Also,
make sure similar items are positioned
together, whether it's on your website
or in sales literature.

LISTEN MORE

They say the art of a good salesperson
is being able to listen and knowing
what people want - the same applies
to businesses, but on a larger scale.
Consider investing in good CRM
software, so you can analyse purchasing
patterns, and then target the relevant
customers with the right products.
SugarCRM is a highly rated CRM
system and is also available as a mobile
app, allowing your sales team to be
more productive and have a greater
chance of hitting its targets.
The more customer insight you
are able to glean, the greater the
chance you have to upsell, which is an
extremely efficient way of increasing
revenue. As important as it is to keep
winning new customers, it's also far
easier to sell to your existing ones. The
80-20 rule might be one of the most
used phrases in the business world,
but there's a very good reason for that!

You've probably seen the infamous
'sell me this pen' scene from 2013 film
The Wolf of Wall Street and, while you
might not want to take all of your sales
technique advice from a movie, this

The art of a good
salesperson is
being able to listen
one is certainly effective - incentivise
customers to give you their business.
This could mean giving them a discount
if an order is placed before a certain
deadline. Be careful not to rush them or
appear too pushy; you are simply trying
to give them an extra reason to choose
you as soon as possible.

MAINTAIN QUALITY
CUSTOMER SERVICE

Don't ignore a customer as soon as
you have completed a sale. The three
months afterwards is the crucial
period if you want to build a strong
relationship. Keep in touch regularly
and try to assign a dedicated account
manager to deal with any queries they
may have. Customers will appreciate
this personal touch, and it also allows
you to keep them in the loop with any
developments in the business or new
products you are launching.

101



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