I have noticed that every salesperson has sales skills in
varying degrees. What bears scrutiny are those critical selling skills which
prove to be the tipping factor between the average salesperson and the
confident, successful salesperson. In my opinion, these essential selling skills would be:
1. The skill of forging lasting relationships: The focus of
sales is shifting from pushing a sale, to one based on relationship building. Successful
salespeople develop their ability to develop client relationships that have its
foundation based on honesty. These relationships go way beyond the surface
skimming, back slapping interactions with the client. They move onto a deeper
and subtle relationship of trust and rapport and an awareness of co-dependence.
A point that is beautifully brought out in the movie “The Avengers (2012)”,
that I viewed recently. All
the super heroes of the movie are brilliant on their own; however they attain
success against the common enemy only when trust and rapport get established
among themselves. The super salesperson also similarly needs to establish rapport,
not only with the client, but 360 degrees – with team, organisation and the
client.
2. Listening skills: Contrary to what is generally perceived,
the successful salesperson is one who invests more time in listening
attentively to the customer than in talking to him. A lot is learnt of the
customers’ needs and wants by listening attentively and understanding the customers’
requirements. Tough to practice when we are itching to take the reins in our
hands and wanting to bulldoze our way through with a mouth that runs a mile a
minute. Customers want to be heard most of the time. not talked to. It is a skill worth developing.
3. Skilful questioning: In fact, successful salespersons go a step beyond
listening and enable the customer to take the buying decision, simply by asking
the appropriate questions. Questioning skills is an art that very few people
are master of. And it goes much beyond what is commonly perceived as open and
closed questioning techniques. It’s involves becoming aware of the deletions
and generalisations and filling in the gaps through appropriate challenging
questions.
4. Skilful projection of Confidence: in self, organisation
and the product/service. The customer is quick to hone in on the slightest dip
in confidence in the salesperson. Start believing in yourself, your organisation and
the product or service you sell. Even a fleeting hesitancy shown in any of these areas will be
quickly picked up by the customer. Self-confidence is projected through voice,
mannerisms and product knowledge. If you don't know something, have the confidence to say so and then get the information. When
you show confidence as if you already have it, it soon becomes reality.
5. Follow-up skills: Rome was not built in a day. Neither
does a sale, with exceptions. One of the greatest investments a successful salesperson
makes is in time. Determination to follow up without giving up is a hallmark of
a truly successful salesperson.
