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Training to Improve your Sale Skills

Training to Improve Your Sale Skills

Training to Improve Your Sales Skills

Selling is not easy, is it?

Before the sale is made, there are many component parts to the sale that have to be right. Only if all of the following conditions are met, will people buy your product.

Eight reasons why people buy:

  1. They want your product. Obviously they are more likely to buy your product if they want it. But people will buy things they don't even want, if they need it. For example you don't really want to buy your car tax do you? But you will buy it because you need to.
  2. They need your product. Note the difference between want and need. You don't want to buy your car tax. You need to buy your car tax. You don't NEED to eat cream cakes. You buy them only because you want cream cakes.
  3. They believe you can provide what they need at the quality they want. Are you capable of delivering the goods?
  4. They believe your price offers value for money. Is your price good value for money? Note that your price does not need to be the cheapest on the market.
  5. They have the money to buy. They can only buy it if they can get the funds.
  6. They like you. If they don't like you they may not buy from you.
  7. They trust your organisation. They may like you as a person, but distrust your organisation.
  8. They have the authority and courage to make a buying decision. They may not be the ultimate decision maker. Have you been talking to the wrong person?

A Sales conversation is not a haphazard event: or at least it should NOT be a haphazard event. A sales conversation should have a definite structure.

The five step sales process

Sales people often mess up because they don't know the five step sales process. The five steps must be taken in order. Don't miss out any steps and don't go out of sequence.

1. Introductions

Gaining rapport and "qualifying your prospect". You need to discover if this person is able to buy. If he is not the decision maker or if he has no money to buy, and is just looking, then limit the amount of time you spend with him. He will return later when his situation is better.

2. Investigation

Investigation is the act of asking sales questions to identify exactly what the prospect wants.

You need to investigate the following:

  • What the customer has now.
  • What the customer wants for himself, herself in the future.
  • Why the customer wants what he-she wants. What is the benefit the customer is seeking in purchasing the product?

3. Product solution

Now you know what your customer is looking to achieve by making the purchase, then you need to select and present your best answer that will fit his/her needs.

4. Commitment (close the sale)

After the presentation you will ask a closing question. A closing question is a question that invites or infers a positive buying decision. An example of a closing question is, "What date do you want to do the sales training?" Or "How are you paying for this purchase?" "Would you like that wrapped?" Ask the person the closing question.

5. Add on's and referrals

Once you have gained an agreement to buy product number one, then you find out his/her other needs for additional services. Does he want additional insurance cover? Does she want shoes to match the dress?

NEVER try to make the add on sale unless you have already agreed the first purchase. If you try to sell them too much, too soon you will come across as a pushy salesman and will lose it all.

A few notes on common mistakes to avoid

  1. Poor use of humour: acting the clown. A sense of humour is good. Clowning around is not good.
  2. Dress codes: Dress according to your context. Don't dress too smartly or too scruffily.
  3. Promptness. Be on time or early. Don't be late for your own sales appointment.
  4. Remember that nobody likes a grump. Don't complain about your problems- don't complain about the state of the market.
  5. Don't waste any of your prospects precious time. Be as efficient as you can be during your time with your client. Don't talk him to death.
  6. Don't show any signs of being disorganised. Prepare your materials in advance.

As a sales professional you have two goals:

  1. To do all the things that people want to see and hear that will tend to induce them to buy.
  2. To refrain from doing ANY of the things that will put them off buying from you now.

This means that if you you do ten things right and ONE thing wrong, the one thing wrong will be enough to cause the customer not to buy from you. He/she will still buy, but from someone else.

Notes on body language

  • Posture: how you sit/stand.
  • Appearance: how should you dress?
  • Handshakes: what is the quality of your handshake?
  • Gestures: what gestures are forbidden?
  • Eye contact: how much eye contact and for how long?
  • Orientation: what angle should you be at, relative to the customer?
  • Proximity: how near or how far away?
  • Scent: do you smell of perfume or cigarettes?

Notes on voice tones

  • Volume: how loud?
  • Pitch: how high or low is your voice tone?
  • Pace: how quickly do you talk?
  • Accent: where are you from?
  • Variable or monotone: boring or interesting?

Positive Attitude

  • Your attitude towards your prospect can make or break the sale.
  • Create and sustain a positive mental attitude.

If you want to organise some sales training for your team, based on this material, please call us on 01452 856091.

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About the Author: Chris Farmer


Chris Farmer is the founder of the Corporate Coach Group and has many years’ experience in training leaders and managers, in both the public and private sectors, to achieve their organisational goals, especially during tough economic times. He is also well aware of the disciplines and problems associated with running a business.

Over the years, Chris has designed and delivered thousands of training programmes and has coached and motivated many management teams, groups and individuals. His training programmes are both structured and clear, designed to help delegates organise their thinking and, wherever necessary, to improve their techniques and skills.

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