We're no strangers to the hype that comes with sales advice.
Remember that article you read on the one tactic that was guaranteed to quadruple your sales by next quarter? Remember when it didn't help you close anything?
It's safe to say that there's a lot of overblown, outdated sales advice, approaches, and techniques stirring around out there.
While many sales teams are quick to fall for techniques that aren't grounded in anything, I've got a feeling that you're better than that.
I mean, you landed on this article for a reason, right?
Free Guide: The Beginners Guide to Inbound Sales
I'm going to let you in on a little secret now that you're here. Sales isn't about hype, it's about help. It's about the customer.
So if you're looking to get to a "yes" at the end of the sales process, your sales team has to be focused on techniques that are rooted in consumer interest.
Here's 3 tips to help you get started doing just that.
Make a connection
Before a salesperson gets on a call, they should take a few minutes to see what information is readily available about the person they are about to speak with. A quick audit of one of their social profiles might be all it takes to bring to light some common ground or talking points.
For example, let's say they can determine that the person they are about to connect with lives in New Haven, Connecticut. Rather than dip right into a pitch, they can strike up a conversation about their go-to New Haven pizza preference. Hint: If they say anything other than Modern Pizza, hang up (just kidding...kinda.)
Jokes aside, this type of personal, familiar conversation has the ability to put a prospect at ease. The better you are at adjusting a conversation to match the disposition of the person on the other end of the line, the more comfortable they'll feel opening up to you.
Point being, show some interest.
Rather than immediately focusing the conversation on your product or service, take the time to ask them some questions. Whether it be about their favorite pizza or the history of their business, the more you can uncover about them, the better positioned your solution will be.
Sell a story
Great salespeople double as even better storytellers.
They recognize that often times it's not the ideas you have or the features your product but rather the way in which you communicate these ideas that truly influences a prospects decision-making process.
Stories are memorable. They stick with us.
But it's important to note that not any old story will do. While your business' unique story serves as a great differentiator, potential customers want to hear what's in it for them, so focus on finding a way to tell a story that they can easily insert themselves into.
For example, chronicle the story of how you helped business X achieve Y. Touch on the similar pain points that business X had to make it easier for the prospect to draw a connection.
Telling a story that is applicable to their current situation will improve the likelihood that they'll retain the information and want to know more.
If a prospect is giving a lot of push back, a story can be used to explain how their objections will ultimately influence their business. If they think they can achieve the same results without your product or service, remind them of what their competitors are doing.
No matter how you spin your story, don't forget about the importance of numbers.
Whether you're speaking to a CEO who has little time for anything but bottom line numbers, or a manager looking for something concrete to report back to their boss, statistics serve as a time-honored and sought after way to validate your claims.
They help you to prove what you're promising.
Differentiate from the competition
Differenetiation is about asking yourself why your prospects should choose you over your competitors, and finding a way to leverage your response.
It's about understanding what you provide that others do not. It's about honing in on the benefits that are unique to your business. It's about identifying the unique way in which your business gets results for your clients.
For example, let's say you're in the market for a new pair of glasses.
There's a lot of considerations to be made here. Where are you going to go to purchase them? What style will you choose? What price range are you looking to stay within?
Upon recognizing how involved purchasing eyewear actually is, Warby Parker set out to simplify the process. By providing customers with an opportunity to ship 5 potential pairs of glasses (all under $100) to their doorstep with no shipping cost, Warby Parker differentiated their brand from the crowd.
If you want to get to a yes, you have to prove why you're the only business worth doing business with.