Simple rules
Sometimes your client or your point of contact in your client’s organisation is not the only decision maker in their organisation to buy your product or service
Selling and marketing are two different things. Selling is mostly used in b2b (business to business) companies while marketing e.g. mass advertising tools and strategies are used in b2c (business to consumer) companies, usually to communicate your product’s unique selling proposition to the buyer and thus creating a demand from the customer side. Sales, on the other hand, is the old method of selling personally without using mass advertising channels, thus pushing the product. Almost all of the modern world trade e.g. import and export and b2b companies supplying their goods or services for a company which makes finished products use salesmethod instead of marketing e.g. a car manufacturer buying from tyre, engine component and glass manufacturers, etc, In b2b startups e.g. for example those who are selling a software to international clients or providing a software as a service product, the sales process is also equally important. In fact, it is the basis of a successful b2b startup. But selling, like other skills, is an art which needs to be learned and here are some of its secrets:
- Body language is half the sales effort
Just like in any formal or informal meeting, the first thing which is observed in a sales meeting is your body language. The other person can assess in a second whether you are confident or confused, looking energetic or lethargic. Eye to eye contact and observing the facial impression of other person is also equally important simultaneously giving friendly gestures as well. The energy in your voice also converts to the other person and if the other person gets impressed by your body language half of your sale is done. Similarly, just like in presentations or speeches, the use of your hands along with your verbal tone also adds weight to what you are saying. So, your body language must be perfect to influence your client.
- Express your USP in a compelling way
In b2b sales, a client usually has a limited time to listen to your sales pitch. So just like an ad communicates its message in a short time frame similarly one must frame his unique selling proposition for his client in a unique way. Usually you should bundle your USP in three to four key points with an attractive price offer. You should also explain how your solution is better than the market, and why and how yourproduct’s pricing is better than the market. Sometimes, clever salesmen also try to sell a personalised value proposition for a client by claiming that we are giving this product to others at, say Rs100 but only for you, I will make it Rs50.
- Build relationships
There are many industries like pharmaceuticals in which everyone is selling almost the same product and you do not have any special unique selling proposition other than to build relationships with your customers. Try to build personal relationships with your clients e.g. remember their Birthdays or wedding anniversaries and send them some gift or a cake on these special occasions. People are usually more sensitive about their children than themselves so a clever salesman can send birthday gifts or cakes on their children’s birthday. There is general behaviour that people who share something common e.g. literature reading habit or smoking become friends more easily and their relationship lasts longer so try to find some commonality with your client be it area, some habit or whatever it is so that the other persons starts getting more comfortable with you and does not thinks of you just as a salesman but rather as his friend.
- Understand your customer’s needs
Building relationships is not the only thing in getting good sales. It is just one key of the sales process. The other important thing is to understand your customer’s needs and give him a good service. Understand this thing that what is your customer’s neede.g. timely delivery, better quality or whatever it is, and how you can help him in succeeding in his business. If he will succeed in his business then success will followup to your business as well and it will also help in building a long lasting friendly relationship.
- Effective follow-up
Another key element of the effective sales process is the effective sales follow up. After your sales pitch, your client may forget you or may be, at that particular time he does not needs your product but at a later stage, he may need it. So an effective follow up is almost like a holy gospel in the sales process. Sometimes, people get irritated by the sales persons so it is not necessary to make a call every time. Sometimes, you can do it by just sending a good morning message with a good quote or by giving a reminder through message or sending an informative article/web link. The purpose is just to keep this thing in the mind of your client that you are available for his service.
If your client is not giving you any sales or order, you can ask him directly as well if there is any problem with the product or pricing and if there is, then you should give him a customised discounted package to make him your customer. Making a new customer is always more important in sales than reaping a short term profit from him. Once he is your customer, you can make a profit from him in the long run. The more difficult thing is to sell him for the first time. Sometimes you have to follow up for months before you close a sale so veteran salesmen never lose hope, rather they try to understand the customer’s needs and personality and learn how they can serve them better.
In order to sell effectively it is imperative to have complete market knowledge and product knowledge. If you are selling a product with a clear USP, you must have a clear knowledge that what your competitors are offering and what unique benefit your product is providing to the customer which others are not
- Influence key decision makers in DMU
Sometimes your client or your point of contact in your client’s organisation is not the only decision maker in their organisation to buy your product or service. There are many indirect influencers in the Decision Making Unit (DMU) e.g. in the field of advertising, if you are selling a new product, you would pitch to an advertising agency, the agency would propose to the brand. Then in the brand, there is brand manager, business unit head, assistant brand manager and many other people who can influence the purchase decision about your product. Although difficult, but in such a situation, you should to try to somehow reach and influence all the key decision makers in a DMU so that when they sit to make a purchase decision about your product, the reviews from all of them are positive.
- Market knowledge and product Knowledge:
In order to sell effectively it is imperative to have complete market knowledge and product knowledge. If you are selling a product with a clear USP, you must have a clear knowledge that what your competitors are offering and what unique benefit your product is providing to the customer which others are not. Clients are usually aware who is selling and what is being sold in the market so they usually they do ask a question about why they should buy your product. You must have a clear and lucid answer to this question.
Similarly, if you are offering a better price, you must know about every competitor in the market that what price they are offering so that you may not get confused. Sometimes it happens that the client tries to confuse you by saying that person A is selling the same product to me in let’s say only Rs50 just to get more discount from you. But if you know the market prices perfectly then you can confidently say that okay, buy from him, at least I cannot sell at a loss. Ultimately the client will turn towards you because he knowsthat nobody is offering a price better than you.
