Sales Tips for the Optimal Salesperson

This page is dedicated to helping you become the best salesperson you can be. These one minute sales tips will help make you more effective and earn more money. Each Tip is a single actionable nugget designed to move you toward effortless high performance … In short to become the Optimal Salesperson.

Don’t Convince…Align

When people have their heels dug in it is very difficult to move them. Pressuring prospects and trying to overcome objections is the hard way to get your product sold. The best approach is to determine what problem or pain the prospect has and then align your product or service with that. In other words, show the prospect that your service will help them achieve their goals. This approach requires that you focus on the prospect and his or her problem for the majority of the sales call rather than spending your time explaining your product or service and what benefits it has. The only supposed “benefits” the prospect cares about are the ones that help him achieve his goal. If you have something that you think might be a benefit to the prospect, first ask some questions to determine if they have a problem or a desire that the product might address. If they do, then proceed to explain the benefit. If not, then move on to the next question. This will save you a lot of aggravation and let the prospect feel that she is in control of the process … never a bad thing.

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Research your Prospect

If you show up on a sales call with a new prospect and you haven’t looked them up on social media you will have two big problems on your hands. The first, and probably the most important, is that you risk coming off as unprepared, uninterested and unprofessional. Research is so easy now it only takes a minute or two to learn the basics about a company or individual from their website or LinkedIn page. The second issue is that checking them out ahead of time can give you ideas on how to approach the sales call. You may discover that you have a common friend. Or you may discover that you have relevant experience in a part of the business you were not planning on talking about. At the very least you can speed up the call by already having a context for the discussion you are about to have with the prospect. Don’t spend all day on it but a few minutes (2-4) can be well worth the investment of time.

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Track Your Sales Activity

What gets measured gets done. Tracking your sales activity is like eating your vegetables. You don’t like to do it but the long term positive results are undeniable. In athletic metrics are all the rage. Baseball in particular has come up with all sorts of new things to track like launch angle and exit velocity for hitters. Devotees swear they can just look at the numbers and tell how a player is performing and will perform in the future. It is not that complicated in sales. A few simple numbers will suffice – attempted calls, conversations, appointments, and qualified opportunities. Of course there are the ones everyone tracks – proposals and sales. My message is brief today … track your activity or give up a great opportunity to accelerate your growth.

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Don’t wait ’til after the Holidays

“No one buys during the holidays”. “If I don’t hit my number by Thanksgiving it’s over”. These are two of the most common refrains I hear salespeople singing this time of year. Salespeople believe it, then work hard to make it come true. They curtail their sales activity, they mentally shut down until the new year and they hang on for the end of the year. Now, if you have your numbers wrapped up by November 15th, go ahead and take a break if you need to or want to. But selling this time of year can be very lucrative. Many sales people are at higher commission rates having hit ratchet points earlier in the year. Many clients have extra money at the end of the year. People are in a better mood this time of year. The competition has shut down so there is less competition for the remaining budget dollars. People are less likely to travel this time of year to be close to home for the holidays. So change your belief about what is possible and ramp up your activity. You will be surprised at the results you can get this time of year. At the very least you will set yourself up for a hot start in the new year.

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Ask Permission To Ask

When you are apprehensive about asking a question in a selling situation, just ask the prospect whether it is ok to ask. You will find that they always give you permission. You will also find that your reluctance to ask is most often not based in objective reality but in your own self-limiting beliefs or insecurity. If a question seems tough to you it is because it starts to infringe on what you believe is inappropriate. For example, many people are reluctant to ask about money. That is based on their belief that it is impolite or not socially acceptable or the fact that they are uncomfortable about discussing money in general or because they are not sure their product is worth that much or it seems like a lot of money to them. The list could go on and on. The sooner you recognize that you are the problem the sooner you can start to obliterate your beliefs by getting out of your comfort zone and seeing that what you were afraid would happens almost never happens. Your income will grow in proportion to the effort you put into getting out of your comfort zone.

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Be Self-Aware

Self-awareness is the first step in growth as a salesperson. If you don’t know what your weaknesses are how can you possibly attack them or compensate for them. When you are in a selling situation, you should pay close attention to what you say and, more importantly, what you avoid saying. Similarly, you should observe what you do and what you avoid doing. Listen to your self-talk. What excuses are you making for yourself about why you avoid asking certain questions or possibly challenging a prospect. Even if the reasons you say things or do things (or don’t) seems logical, question your motives. What you say or do will always seem logical to you, especially in the moment. But take the time to compare what you said to what the top people in your industry (or your sales coach) might have said. Why did you say what you said? Whatever the reason you give yourself challenge the reason. Ask yourself what else you could have said and why you didn’t say that. If possible get someone (like a coach or sales manager) to debrief you and offer suggestions. The next time you are in that situation get out of your comfort zone and take a different path in the conversation. That is the only way to control and even accelerate your growth.

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Anticipate but Don’t Assume

The secret to finding pain is to be able to anticipate the problems the prospect might have and then to ask good hard tough questions to get the prospect to share them with you. That is the real value of subject matter expertise and industry knowledge and experience. If you have that expertise you can anticipate what problems they might have, and so you know where to probe for pain and you know what questions to ask. A novice in the industry or the product line is reduced to asking random questions or general questions and is less likely to get to the real pain or the real issue with the prospect. Do not make the mistake of anticipating what problems the prospect might have and then leaping in with a solution. This might be the origin of that old saw about what happens when you assume … ass/u/me.

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Buying Signals

Buying signals of a prospect can be extremely misleading. I don’t believe in them. Leaning forward, asking questions, using certain words are all classic buying signals taught in sales courses. I lean forward because I can’t hear it doesn’t mean I am either more or less interested or any closer to buying what you are selling. Prospects are expert at “playing” the salesperson. They do this to gain an advantage or to get the salesperson to give up information or maybe to get the salesperson to let his or her guard down. Don’t be misled by a prospects buying signals. Follow your sales process and use your sales skills. Ignore the body language and other nuances. You will save yourself a lot of anguish in the long run.

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Don’t Mistake Interest for a Compelling Reason

Prospects need more than interest to become buyers. I am interested in the features of the new iPhone but I am not going to buy it because I am too invested in the Android platform. I am interested in Pickup trucks but I have no need for one. A person like me can waste a lot of a salesperson’s time asking questions, satisfying my curiosity, and teaching me. But, I am not a prospect. I have no need. I have no pain. I am a decision maker and I have the money. But I am not a qualified prospect for either of those products and salespeople should ask enough questions to discover that and move on to someone else as quickly as possible without being rude or damaging the brand of what they are selling.

If you waste too much time with people like me in those two examples, you will not have time to prospect for real customers who are qualified. I know it is enticing and, by the way, prospects know that about you and they are good at pretending to be a real prospect to get their questions answered, to get their curiosity satisfied and to enhance their learning. So be sure to ask enough questions to be able to distinguish a real prospect from a “tire kicker”.

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Understand the Organization

You know your client you know what they need. You take care of them just like you have for the last 5 years that you have had this account. But do you really know them? Can you draw the organization chart of the entire organization? And more importantly …
• Do you know how they make decisions?
• Who the go-to people are?
• Where ideas for new projects originate?
• Do you have a relationship with your client’s counterpart in the other division?
• Who wields power but has no authority and is not on the chart?
• The history of the key contacts?
I could go on but you get the idea. If you only have a single lifeline into the company and he gets hit by a bus or goes on maternity leave or retires, what happens then? Every day your client company changes and you need to keep up with it. When they stormed the beaches of Normandy they didn’t stop on the beach. They continued inland and took over all of Europe. Likewise, when you have a foothold inside a company, you need to expand your influence by meeting more people and truly understand how that company operates as a whole, not just in relation to your work. Not to do so is to jeopardize your standing and risk losing the client to a competitor who does a better job of developing relationships.

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