6 Secrets to Sales Success
People mistakenly think that effective sales involves convincing people to buy
whatever is being offered. Exceptional sales people however realize that’s not the
case. They utilize these sometimes counterintuitive approaches to distinguish
themselves from the herd.
1. Focus on doing the right behaviors
Understand which sales behaviors drive your business. Is it cold calling? Cold
walking? Warm calling? Building referral partners? Speaking for visibility?
Advertising? Attending tradeshows?
If you’re not sure, you need to find out. Keep track of the activities get you “closer
to the money” the most often. (Hint: it’s probably not organizing your files or
Do those activities consistently. Set short-term goals based on behaviors you can
control rather than hoped-for results (e.g. number of sales) that are under someone
else’s control. Keep your short-term attention on the right activities and the long-
term results will naturally follow.
2. Act like you don’t need the business
There’s nothing worse than a desperate sales person. Even if you’re dead broke,
never let a prospect sense that. Act like you’re in demand and sought after. Play
hard to get.
If someone is stringing you along tell them know you sense they’ve lost interest.
Offer to return any documents they’ve given you. They’ll either quickly exclaim their
interest or bow out gracefully. Either way, you win.
3. Make sure you know what your prospects want & need.
Many sales people feel they have to convince prospects they need what the sales
person has to offer. Before you start touting the benefits of your product, find out
what’s important to them. Everyone does not need what you have; most people
won’t even care.
Focus on identifying their needs first. Keep reminding them of what they want to
accomplish then help them understand how your product meets those needs (if it
does). If it’s not a perfect match, acknowledge that and move on to someone who
needs you more.
3. Have a customizable script or outline.
Anticipate the likely concerns or problems (not objections) different prospects might
have for which your product is a solution. “I help business owners who are
frustrated by… fed up with … and concerned about…” By customizing your
conversation, your prospects will feel like you really understand them and their
situation and will be more open to what you have to say.
4. Always know what the next step is.
Don’t ever end a call or meeting without knowing exactly what’s going to happen in
the next two steps. If they’ve asked you to submit a proposal (step 1), find out
exactly what happens after the proposal is in (step 2).
5. Sell to the highest person possible
While it may be more comfortable talking with people lower in the hierarchy, they
are rarely the decision maker. Your sales will go a lot faster if you start at the top.
Even if the CEO doesn’t make decisions about products you offer, it’s still better
getting introduced to the VP of Widgets by the CEO that trying to convince the VP
that he or she needs you.
6. Never give up
According to the National Sales Association:
2% of sales are made on the 1st contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made on the 5th – 12th contact!!!!
Stand out from the crowd and build an extraordinary business.
Loretta, the Dream Leader for Business™, is a certified business and executive coach. She speaks on a
variety of issues centered on effective communication including sales, marketing, leadership and conflict
resolution. She can be reached at 602.454.7787 or email@example.com. Visit
www.emeraldharvest.com/getclientsnow to find out how you can create an endless stream of clients.