Mastering Sales Techniques: A Comprehensive Guide
Elements of Communication
Receiver (client) * Sender (seller) * Environment
The environment is often neglected by vendors who are the last point of contact with the customer. It is these vendors who have the opportunity to capture the customer’s attention and make the sale.
Approach of Conquest
Some companies and vendors base their bargaining strength on the weaknesses of the client. These firms (sellers) believe that their product/service is uniquely useful to the customer.
Bargaining Approach
In this approach, the seller seeks to achieve a high level of resignation from the customer, thereby losing the opportunity to truly meet their needs.
A Player’s Approach
These vendors are looking to close the sale quickly, without calculating the long-term consequences of the business and without a proper study of customer needs.
The Retail Environment
The environment is important in many life situations. For example, if you want to make a good impression on someone, you would want to be in a place where you won’t be bothered and can talk freely. In sales, the environment affects people, and your potential customer is someone you want to win over.
The environment basically has four elements:
Competitive Context
The competitive environment includes all competitors. This context can present great opportunities but also new threats. Generally, it is beyond our control and affects us from the outside.
Image
The corporate image is a reflection of the organization. The image acts as bait, attracting or repelling potential customers. The first impression creates an expectation of quality.
The Facilities
This component is linked to the image. It has two fundamental aspects:
- The physical appearance of facilities, which includes factors such as temperature, lighting, cleanliness, and order, in addition to the potential work to be displayed.
- The professional atmosphere, highlighting issues such as care and treatment of the client, the organization of the workplace, efficiency, and the degree of collaboration among employees and between employees/officers.
The goal is to not only create the impression of organization and efficiency but to actually be organized and efficient.
Employees
The aspects that the client evaluates are:
- Appearance: The personal image projected gives the client an impression of who you are.
- Attitude: This is the basis of a good relationship with customers. They always expect excellent care, willingness, friendliness, dynamism, and enthusiasm.
- Integrity: These are the aspects that guarantee the customer that this is a trustworthy entity. Honesty, credibility, and trust are critical factors.
Techniques of Organizing and Planning the Sale
The existing competitiveness requires that the seller be organized and develop planning skills.
Sales Techniques
Sales training should be modular, allowing the seller to adapt their habits and discover the importance of each module in the overall sales process.
The Basic Strategies
The sale of products is subject to supply and demand, which ultimately regulates the movement of products in the market.
Phases of the Sale
The sales process must prioritize clarity of expression, accuracy, and the ability to persuade.
Elements of Demonstration
- Do not be distracted: Provide all the information the customer needs about the quality products offered.
Recommendations
- Avoid unimportant talk.
- Justify the price based on quality and product hygiene.
- Use a respectful and persuasive tone; be friendly and demonstrate good manners.
- Ask questions and await replies. Do not rush to achieve an immediate response.
- For example:”I like to take a little more time””He believes that this will be successful””Our price is competitive”
- Have tact. Do not ask too many questions, lest the client become irritated.
How the Sales Staff Should Present Themselves
- Greet the client.
- Have a friendly smile and look presentable.
- If possible, introduce yourself by name.
Objections
Objections are observations made by the customer when presented with a product offer.
They can be honest (when the client has a genuine doubt) or excuses (when the client is trying to avoid making a purchase).
Standards for Answering Objections
- Accept objections; do not reject them.
- Listen attentively; do not interrupt.
- Do not evade addressing objections; do not use the ostrich policy.
- Do not argue; inform and persuade.
Closing Sales
This is the most important part of the sale. There is no right time to close the sale. Opportunities may arise at any time, and you must be alert to seize them.
Recommendations
- Sales professionals should continue to develop their oratory skills to inspire confidence and enhance their personality.
- Believe strongly in what you are offering to customers.
- Study a sales course.