How do you master the art of selling anything to anyone? How many times have you as a salesperson not heard from your friends or acquaintances “selling is not for them” or “I would never be able to work with sales”?
In fact, everyone sells all the time, every day, but in different ways.
Either you sell a knowledge or a product.
Entrepreneur and salesman Robert Hervajec shares that opinion with us at SalesLounge.
Robert Hervajec is one of the “sharks” in the popular TV show Shark Tank. In his latest book, “You do not have to be a shark”, he writes that no one can succeed in life without selling.
Think about the last time you convinced your children to eat their vegetables or your parents that you borrowed their car. Believe it or not, but you sold something here and there, according to Hervajec.
On LinkedIn, he shares five best tips for mastering the art of selling anything to anyone.
1. The first thing you sell is yourself
Forget the product and the company. If the buyer does not like you, she will not listen to what you have to say.
Make sure to show your best side and good knowledge of your product. Be the seller you want to buy from.
2. Find the right customer to sell to
If you want to sell a product that costs 60.000 USD, do not look for a customer who has a budget of 2000 USD.
A common mistake that salespeople make is that they try to sell everything to everyone, writes Robert Hervajec.
When you genuinely try to sell the right product to the right customer and need, you increase your chances of success.
3. Talk less, listen more
The worst sellers can not stop talking about how amazing their idea or product is.
The best listen to what the customer has to say.
Successful salespeople are responsive and focus on customer needs.
After that, they present their solution.
4. See it from the customer’s perspective
Why should the customer care about what you have to sell?
What is the value to the buyer?
Try to understand the reason why the customer agreed to meet you and use it in your presentation.
5. Keep it simple
Do not complicate your presentation in an attempt to appear more knowledgeable than you are.
The best and most knowledgeable salesperson can break down complex things and explain it to everyone.
Keep your presentation simple and preferably for 30 seconds.
Practice on your “elevator pitch”!
The key to successful sales is to think about who the person you are selling to is.
Think about what the buyer’s driving force is and how the person will feel after hearing your presentation.
Robert Hervajec believes that you are not born a natural seller. These are Hervajec’s best tips for mastering the art of selling anything, to anyone.
A good sales pitch in three steps – from pitch to action
1. The purpose of the sales pitch “Arouse interest – most dont care about your stamp collection”
The purpose of the pitch should be crystal clear.
Many salespeople forget this simple but critical step.
You often have a nice but for general presentation on several pages – sieve.
Remove everything but the most important.
To tell about exactly everything that could interest the customer is information pollution, and also annoying to listen to.
If you are looking for a partner, common interests are a good start right?
Because you do not expect everyone to be interested in your stamp collection?
The same goes for customers.
Nobody wants all your groundbreaking solutions – they want the solution they need.
Start by asking yourself why are you pitching?
Is the purpose to present everything your company can offer or is it about raising the customer’s sales by two million?
Or reduce delivery costs by 30%?
Do you have examples of similar cases you have done?
Good! Be sure to use it.
Writing a sales pitch?
It’s easy to get caught up in “writing sales pitches”, who hasn’t seen clumsy sales scripts?
It is better to practice the presentation and meeting techniques and make sure to make a good impression than to look for formulations that are often complicated – not least because it is difficult to predict the customer’s reactions.
Tage Danielsson once wrote in a script that “the audience laughs” and got a slap on the nose by colleague Hasse.
Do not make the same mistake as Tage.
Do not try to plan for the unpredictable.
Mad Men contains many nice pitches, but they are nice precisely because the screenwriters determine the audience’s reactions – could Don Draper in Mad Men sell nostalgia to a real management team?
So drop the writing.
Rather produce a general material that is easy to discuss and improvise from the outside.
Then work continuously to formulate the profits with your services / products. Above all: obtain data that proves that your promises hold.
2. Get the discussion started
We start with the simplest possible, this hook is effective in all sales contexts: I know that company x has struggled with this, how did you solve that question?
More than that is usually not required to start a conversation where the customer highlights their “pains” if we are to relate to the SPIN model.
During this part, you should act as a collector of demands in the first place, note what is important to the customer and reflect with your words (more about this: active listening).
Do not come up with tricks and even if you have a thousand services that can help the customer – choose the most relevant.
The only thing that comes out of overinformation is that the customer gets brain tired and thinks you are a talker.
Do not duck for worries! When we have to decide on a major project or purchase, the person’s concern about looking stupid, loss of status or having to be held accountable to the boss is a bigger obstacle than the actual cost of what you sell.
Confirm that you have perceived the anxiety and respond to it straight away without hesitation.
If you try to lead the customer away from the subject, you only show that you are a slippery and probably unreliable eel to sellers who are more interested in the deal than the customer.
- Avoid ping-pong arguments – if you are trying to persuade someone, the natural reaction is to look for counter-arguments. Sure, sometimes it might work – but you do not know how many deals you lost because of the hassle or if it was crucial to get the deal. If you want to learn more about the underlying mechanisms, you can read “motivate for change”.
- Dare to ask the customer if there are any obstacles to the deal and make an “emptying” – make sure to include everything you need to assure the customer about but do not start arguing or saying against the customer. You ask because you want answers. Suck it up. Fix it.
- Do you feel that you are making an agreement? Ask a check question and make sure you understand it correctly.
- Answer straight questions directly, you do not know the answer – set a plan to check out and feedback
- Money is often the last thing the customer thinks of, however, you can worry about looking stupid in front of your organization or that there will be a loss of production (then we can talk sums) – be sure to respond to this
- Does any party sit quietly during the meeting? Make sure they get stage time and thrive, in addition to being generally polite, you get important information and build relationships
- Buy signal? Do not cut immediately, wait until you have an overall picture and then give feedback to what is most relevant
3. Action! Do not make a Tinder fail
Experienced that a meeting goes well but suddenly ends up idling? Then maybe it’s time to finish earlier and work to get an action plan in place.
Think like this: you Tinder and succeed for once in making your personality shine through the noise.
You are cool. You’re funny.
Time to try to get a date with your dream princess right? Because what happens if you do not go on a date?
The conversation fades away and you may be thinking about what to write too fantastically to bring it back to life – but it’s over.
You should have gone for the date.
If it has become a no?
So what, your self-image can withstand a little beating, right?
If it’s been a yes, maybe you’ve had hamsters and a dusty Nintendo together now, or something.
The same goes for a really good sales meeting, make sure you get a decision on how to proceed when the energy is at its peak.
The caffeine from the coffee that the meeting started with peaks after 30-40 minutes, so shortly afterwards you should get a plan set for how to proceed.
To close the meeting:
- Summarize what the customer has presented as important. Highlight possible effects. Make sure you get acceptance that you have understood correctly. Maybe you have worked out the result together on a board? Graphic facilitation is a good sales hit.
- What is the plan? Uncertainties that need to be sorted out? Other key stakeholders that you need to involve? Should the customer test the product? Hit to go through the agreement? Offer? Schedule everything.
- If good timing (it is always good timing!) Ask for the deal – do you want to move on with this? Never wait with business that can be done right away.
Of course, deciding on a business is always the goal.
But the minimum requirement is to put together an action plan together with the customer – then the deal becomes a joint project and goal where the conclusion is equally important for both parties.
If you have come up with such a plan, I dare to promise that the deal in seven cases out of ten is yours.
And in the remaining case, you will be an option the next time a need arises.
If you want to learn a little extra knowledge about the topic then check out this video on how you can become a god persuasive speech selling a product: