Customers are more informed than ever, with research from marketing website mycustomer.com showing that 90 per cent (see note 1) of us research online before making a purchase.
So, where does this leave traditional marketing techniques like the humble sales pitch? Even in the age of digital proliferation, the ability to win a client still depends on your sales skills – and your facility for linking your sales and marketing messages.
That said, not everyone can be Steve Jobs! Selling doesn’t come naturally to many of us, however, taking an ostrich approach, and sticking your head in the sand, won’t help either. For the sales novice, there are five basic tips that we try to put into practice at my own business Corpwrite Australia, which might help you get pitching and selling.
- 1. Be prepared: do your research
Before a sales meeting, take the time to research some background about the potential client. Start by checking his or her LinkedIn profile, which will present a treasure trove of information. Mobilise your online tools to gain more data – if they contact you by means of a contact form on your website, respond by asking them about their biggest financial goals and challenges. The more information you have about a potential client, will enable you to develop a tighter, and hopefully more successful, sales pitch.
- 2. Find your ‘why’: demonstrate your value
Any person in a selling situation should be able to easily talk about what they sell; however, the trick is discussing why they sell it. The truth is that selling the features of a product that is familiar to a salesperson or business owner is relatively easy – but it won’t set you apart from the competition. If you can’t demonstrate the value of your service to a customer, how you might solve their financial issues, and your point of difference, then you leave yourself open to being ranked according to the fees you charge.
- 3. Selling is listening
Selling is not the same as talking. Listening to the client is the easiest way to understand his or her problems. When in a sales situation, many of us fall into the trap of dominating the conversation and overpitching our services – mea culpa, but I’m getting better at shutting up!
You’re more likely to win over a client’s trust and keep them engaged if you use the old principle: two ears and one mouth. Likewise, I’ve found that if you ask the client about their issues, they’re more likely to fill in the blanks for you. And don’t be afraid to ask them a question that requires a direct answer. I’m in the market for a new car, and the good car salespeople I’ve struck always ask: “What will it take, to win your business?”
Likewise, if the client pauses before answering a probing question, don’t rush to fill the vacuum. Generally, if you’re prepared to hang out that few seconds longer, you’ll be rewarded with the answer you’re looking for. Don’t let an uncomfortable silence beat you!
- 4. Have a call to action
Having a strong call to action can give you a really positive way of stamping a time constraint on your sales efforts. In terms of offering a service such as financial planning, perhaps you could offer a time-limited audit of a potential client’s financial position? Creating some urgency or imposing a time limit aimed at speeding up a transaction is a technique used by the best salespeople in many industries, whether it’s real estate, photocopiers, motor cars or financial services.
- 5. Attitude and resilience
Undoubtedly, selling can be intimidating, even if it’s to a juicy lead presented through a referral. I’ve done it and it’s hard yakka picking up a phone and calling someone. It’s a ritual in resilience – and the best salespeople will handle the rejections. They also learn something from every sales opportunity and, more importantly, from their mistakes.
When selling your wares, there will be knock backs – but no knockouts. The more times you step up to the plate, the better you’ll become at pitching your business – it just takes some resilience and a good attitude.
