10 cheat codes for selling.
Once upon a time, a global conglomerate paid yours truly tens of thousands of dollars to create an advanced sales training manual. This little manual went on to train a bunch of really smart (and not-so-smart) aspiring "sales-guns" on how to sell better and more effectively.
Today, I want to share 10 cheat codes for selling with you, all based on what I've learned from 46+ years of ad-ventures in the world of sales.
Here you go:
People buy people, not products. Seek to be as likable as you possibly can. Research from Forrester shows buyers trust those they feel close to—physically, psychologically, and in their circumstances.
Sales is about FIT: Focus, Intention, and Timing. Don't rush things. According to HubSpot, 60% of customers say NO four times before saying YES.
Great salespeople aren't afraid to refer customers to the competition. Get to know the competition. Hilton discovered that referring customer’s to the competition creates goodwill and demonstrates confidence in what you have to offer.
Trust is everything. You can't sell without it. So back yourself. Salesforce reports that 79% of customers trust businesses more when they show they understand their needs.
Product knowledge can only be learned by doing. Get your hands dirty. A Harvard Business Review article found that the top sales performers have deep product knowledge and aren’t afraid of saying “I don’t know, but I’ll find out.”
Rejection is one step closer to closing your next deal. And it's also feedback. Get comfortable facing it. As Zig Ziglar said, “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”
Know your audience. Some buyers want all the facts, some want the bottom line, some want the experience, and some know more than you do about the product. So you better know who you're talking to.
Positive energy is crucial. Being kind, consistent, and helpful is 90% of the deal. So find a way to stay positive. A study by the Wharton School found that optimistic salespeople outsell their pessimistic counterparts by 56%.
Sales is not transactional; it's transformational. Always leave room to continue the relationship. Forbes notes that 89% of businesses see customer experience as a key factor in driving customer loyalty and retention.
Sales are viral. Don't forget to ask for referrals. You'll make your customers into heroes and gain some unbelievable (and previously unavailable) potential clients. Nielsen reports that people are 4X times more likely to buy when referred by a friend and willing to spend 200% more on your services.
Author and Yale Law School alum, Daniel H Pink, argues that everyone reading this post is in sales. He even wrote a book about it: To Sell is Human. You can find his book online or at the airport (in one of those turn-style bookcases.)
Here's one of my favorite quotes from the book:
“To sell well is to convince someone else to part with resources—not to deprive that person, but to leave them better off in the end.”
I think Pink is right.
Whether we like it or not, you're in sales. I'm in sales. We're all in sales.
Every day we're convincing people to part with their time, their attention, and their resources.
This isn't something we should be afraid of or feel bad about, especially if what we’re giving them is valuable, makes their life better, solves a problem for them, or helps them know they're not done living yet.
Because at the end of the day, we get paid for the value we add.
Just something to think about as you negotiate what you’re having for dinner tonight with your plus one.
Here's to seeing sales in a different light...
Steve Knox | Kansas City
Like what you read? If you'd like to hop on a sales-coaching call, hit me back. I can help you kick the tires on what you're doing right and what might be missing. And if you'd like your whole team to be present, we can book a sales-training workshop online or in person. Same rules apply. Thanks for reading and much love.