How to Sell and Become a Master Salesperson
One of the most valuable sales skills, that a salesperson or business leader can have is knowing how to sell anything to anyone.
Being a great salesperson opens up many doors of opportunity, especially for entrepreneurs and business owners.
You can learn a few simple techniques that can be applied to any other sales call or situation, whether you’re selling a product online, over the phone, face-to-face, or even in an interview
Whether you’re a seasoned, sales expert or professional, or just starting on this exciting path, you’re about to discover the secrets of selling anything to anyone. We’ll be blending my proven strategies with the powerful insights of sales experts to create a comprehensive guide that guarantees your success.
Selling Value vs Price
First I want to share the importance of knowing value vs price when learning how to sell.
One of the great areas that I work on with corporations all over the world is called value selling, or customer value offering.
Value selling says that customers buy your value or service because they anticipate enjoying a value that they would not have in the absence of your product or service. People don’t buy products, they buy the results the product will give them.
I’ve trained more than 2 million salespeople in 75 countries and I teach them all the same thing:
Sell the value and the benefit of your product or service to your customer.
Focus on explaining and expressing how it works for the customer. If you focus on the value, the price becomes less and less important. If you don’t focus on value, the only thing you can talk about is price.
Research says that the value is the difference between the price you charge and the benefits the customer perceives they will get.
If the customer thinks they will get a lot of benefits for the price they pay, then their perception of value is very high. So you can control that.
Teach people how much they will benefit, how much your product or service will help them, and all of the things your product or service can do to help them achieve their goals and solve their problems. The more you focus on these values, the less important the price becomes.
How to Sell to Your Ideal Market
Value selling is a sales technique that leverages customer anticipation of enjoying the benefits of the item for a sale.
With this approach, the sales conversation focuses on how the buyer’s life will be improved with the asset at hand, rather than the actual features and hard facts related to the product.
To do so, here are the key steps to understanding how to sell before you sell it.
Identify Your Target Audience
Asking yourself who your target audience is should be the start of any sales journey. Selling is all about knowing what motivates people, and to do this effectively, you must have a clear picture of your ideal customer.
With a clear understanding of your target audience, you can customize your sales approach efficiently, ensuring that your potential customers see the value in what you’re offering. This means you need to understand their needs and pain points, create buyer personas, and analyze competitor strategies.
This allows you to modify your products and services to align with evolving market trends, resonating with your audience and building a strong relationship with them.
Understand Your Customer’s Needs
Let’s start with the cornerstone of successful selling – understanding your customer’s needs (and pain points). This principle remains timeless because it’s the foundation of how great sales are built. You must recognize that your customers are looking for solutions to their problems, not just products or services.
In almost every case, a salesperson who focuses on customer service and how a product can meet their customer’s needs and wants while solving their pains will be much more successful than a salesperson who focuses on the features and specifications of the product itself.
To identify the needs and pain points of your ideal customer, you can use various research methods such as:
- Examining feedback from support tickets
- Social media interaction
- Online reviews
This will help you generate hyper-targeted content that effectively resonates with potential buyers and allow you to center your sales pitch around meeting those needs is the best way by far to close a sale.
Create Your Buyer Personas
After determining the needs and pain points of your customers, you’ll need to create comprehensive buyer personas. Dive into market research to find customer data and uncover demographics, psychographics, and behavioral patterns. This data will guide form a comprehensive buyer persona
Create a customer avatar based on this information. How old are they? Are they male or female? Do they have children? How much money do they make? What is their level of education?
The number of buyer personas can vary, and it’s beneficial to start with a few and expand if needed. You can collect this type of information through interviews with current customers, prospective customers, or participants from third-party networks.
Knowing your customers isn’t everything you need to know how to sell. It’s also equally important to do some competitor research. Analyzing your competitor’s strategies can give you valuable insights into their SEO and marketing approaches.
It can help you see how they position the same pain points your buyers have and connect better with your target audience. Identifying a unique market position is essential for differentiation and ensuring that your sales offerings are different from your competitors.
Personal Branding & Learning How To Sell Yourself
Whether you’re cold calling or have done auto sales to someone before, it’s important to keep in mind that before a person is going to be willing to hand over their hard-earned money to you, they’ve got to like you the salesperson just as much as they like the product that you are selling.
When you’re making a sales pitch, take a little time to get to know your potential customers and let them get to know you.
Tell them a quick story, make them laugh, and overall simply let your personality shine.
If you can make your customers see you as a person and perhaps even a friend rather than just someone who is trying to sell something to them, they’ll be far more inclined to buy something from you.
Building trust begins by connecting with the prospective buyer on a personal level. Share your story, your passion, and your expertise. Show genuine interest in their concerns, and let them see the real you. In this digital age, authenticity shines brightly, and it’s a magnet for customers.
Write a Compelling Sales Pitch
When you’re ready to sell products online and have multiple sales channels at your disposal, the next step is to craft an engaging sales pitch.
Always Ask Questions
Questions are your most potent weapons in the art of selling. They unlock vital information, establish rapport with potential buyers, and guide the conversation towards a mutually beneficial conclusion.
Asking questions is essential, but don’t stop at just a few. Dig deep and ask lots of questions.
The more you inquire, the more you understand your customer’s perspective. Open-ended questions are particularly valuable because they encourage meaningful dialogue.
Don’t Sell. Help
A paradigm shift is happening in the world of sales. It’s not about pushing and selling products online; it’s about helping people solve problems. It’s all about contributing value first and selling second.
Your customers are looking for solutions, and your job is to be the guiding light. Share knowledge, insights, and resources that genuinely help your customers. By demonstrating your expertise and willingness to assist, you build trust with existing customers and establish yourself as a reliable partner.
Keep in mind that one of the main things that lead people to buy a new product is that they are struggling with an issue that they hope that product will address.
It’s your job, therefore, to make sure that you are as helpful as possible.
When you are genuinely trying to be helpful when it comes to addressing your customer’s needs, your sales pitches will be far more successful.
Keep The Focus On The Customer
In the world of sales, the spotlight should always be on the customer. Tailor your pitch to their needs, address their concerns, and make them feel like the center of attention.
This principle can’t be emphasized enough. Keep your customer at the forefront of your mind throughout the sales process. Make them feel heard and valued, and they’ll reward you with their trust and loyalty.
The Science Of Selling
Understanding consumer psychology is a powerful tool in your sales arsenal. It enables you to anticipate your customer’s reactions and tailor your approach accordingly.
Consumer psychology delves into the why and how of buying decisions. Leverage this knowledge to create persuasive messaging and sales strategies. For instance, understanding the principles of social proof and scarcity can drive customers to take action.
Make An Emotional Connection
Emotions play a massive role in decision-making. If you can elicit the right emotions in your customers, you’re more likely to secure a sale.
Craft your sales message and presentation to reach an emotional high point. Whether it’s excitement, relief, or inspiration, make sure your customers feel something positive when they interact with your offering
Selling isn’t about you or your product, it’s about how you can improve your customer’s life. The key is to craft your pitch in a way that revolves entirely around them.
Emphasizing this, it’s essential to keep in mind that your primary focus is on the individual you’re selling to. Tailor your communication to their specific needs and preferences. Demonstrate how your product or service directly addresses the unique challenges they face, making their decision-making process smoother and more rewarding.
Approach Them On Their Level
Adaptability is a key trait of successful sales reps. You must have the ability to meet your customers exactly where they are and speak their language so you resonate with them.
Whether your customer is a tech-savvy millennial navigating the digital landscape or a seasoned traditionalist rooted in time-tested values, it’s crucial to approach each interaction on their terms. Tailor your communication style, language, and references to align with their generation, industry, and unique preferences.
By doing so, you not only bridge the gap but also establish a connection that transcends generational or industry differences, creating a more profound impact in your sales endeavors.
The Art Of Persuasion
Emotions have a profound impact on decision-making. To close the deal and master the art of persuasion, aim to create an emotional connection with your customers.
Try this: You’re not just selling a product; you’re guiding your customers on an emotional journey. It’s like embarking on an adventure together. You can achieve this through the compelling art of storytelling. Share stories that resonate with your customers, stories that evoke empathy, excitement, or even a sense of transformation.
Let them see how your product or service isn’t just a commodity but a guide to a better, more fulfilling life. When your pitch triggers positive emotions in your potential customers, it’s bound to strike a chord within their hearts, compelling them to take action and become part of your story. By doing so, you become not just a seller but a storyteller and a catalyst for change in their lives.
Leverage Customer Testimonials
Trust is an invaluable currency. One of the most potent tools to help you build trust with your target buyer correctly is through customer testimonials. These authentic endorsements serve as social proof, reassuring potential buyers that your product or service lives up to its promises.
When a prospective customer sees that others have had positive experiences, they are more likely to feel confident in their decision to buy. Encourage satisfied customers to share their success stories, highlighting the specific benefits they’ve gained from your offering.
Always Make It Human
In the exhilarating world of sales, it’s easy to get caught up in the numbers, the pitches, and the strategies. However, successful selling is a profoundly human endeavor. It’s essential to never lose sight of the fact that you are selling to a person, not just a prospect or a potential client.
When you approach your sales efforts with genuine empathy and an understanding of the unique needs and desires of the individual across from you, you transform the transaction into a meaningful connection. It’s crucial to engage in active listening and genuine conversation. Don’t treat your customers as mere leads or statistics but as individuals with their own aspirations, fears, and motivations.
By doing so, you can tailor your approach to resonate with their personal needs, making them feel seen and heard. Every successful sale is not just about closing a deal, it’s about creating a positive and memorable experience for the person on the other side, one that fosters trust, loyalty, and lasting relationships.
Choose the Right Products to Sell Online
Selecting the appropriate products to sell online is a critical phase in your sales journey. It’s not just about finding a product that you think is good; it’s about finding a product that your target audience will love and want to buy. This entails weighing commoditized against niche products and assessing product demand along with profitability.
The type of product you choose to sell can significantly impact your sales and profitability. For instance, products that cater to customers’ passions or guilty pleasures tend to generate deep loyalty and customer attachment.
Find Your Niche Products
In the online marketplace, you have the option to sell two types of products: commoditized and niche products. Commoditized products are essential goods that are high in demand, while niche products cater to specific interests.
Choosing a niche product can help reduce competition and offer more opportunities for growth. However, selling niche products online also comes with its challenges, such as dealing with a limited market size which can restrict the potential customer base and revenue.
Evaluate Product Demand and Profitability
When settling on products to sell, assessing product demand and profitability is of great significance. This involves using tools like Google Trends and keyword research to gauge customer demand. You can also make use of test marketing to measure a product’s sales performance, providing data to predict national sales potential. This allows you to address product or marketing flaws before committing to a wider launch, reducing the risk of costly changes.
Understanding and segmenting niche markets can simplify finding consistently well-selling products with minimal effort.
Consider Shipping and Fulfillment Logistics
Another vital element to ponder when selling products online is shipping and fulfillment logistics. Proper management of these aspects directly impacts customer satisfaction and operating costs. Here are some key considerations:
- Calculating shipping costs
- Choosing a shipping carrier
- Considering offering free shipping
- Strategically locating fulfillment centers
These steps are crucial to managing transit times and shipping costs effectively.
Modern customers expect free and fast shipping, with an increasing demand for sustainable shipping options, which can be addressed by offering carbon-neutral shipping through services like the Planet app.
Build an Effective Online Business
Armed with a profound understanding of your audience and appropriate products to sell, the next phase involves constructing a functional online store. This involves selecting the right ecommerce platform, designing a user-friendly website, and implementing SEO strategies.
Creating your own online store on your own website, as opposed to a brick and mortar store, requires:
- Easy navigation
- Clear product descriptions
- High-quality images
- Quick load times
- A straightforward checkout process
- Essential pages such as the product page, category, about page, contact page, and FAQ.
Design A User-Friendly Website
After settling on the suitable ecommerce platform, the subsequent phase is to design an intuitive website. This involves creating clear, strategic navigation, showcasing trusted payment icons, and providing an accessible, straightforward return policy.
Product pages should feature high-quality images with zoom-in functionality and compelling descriptions that act as a virtual salesperson. Optimizing the user experience and conversions can be achieved by offering promotions like free shipping, optimizing site speed for SEO, and implementing strategies like cart abandonment emails to address potential lost sales.
Executing SEO strategies forms a vital component of constructing an efficient online store. Organic traffic is a significant source of revenue for eCommerce sites, driving around 33% of traffic. Successful SEO campaigns focus on:
- Keyword research
- On-page optimization
- Link building
- Other off-page tactics
Incorporating user-generated content like customer reviews and ratings can enhance an online store’s SEO efforts by providing unique and fresh content. SEO is a priority for any brand, and creating quality website content is becoming easier with AI writing tools, which can help with creating SEO-friendly articles.
Utilize Multiple Sales Channels
After setting up an efficient online store, the next move is to employ multiple sales channels. This can significantly expand your customer base and provide additional revenue streams, supplementing your primary website. This involves selling on social media platforms, leveraging online marketplaces, and creating strategic partnerships.
How to Sell on Social Media Platforms
Social media platforms offer a unique opportunity to reach a wide audience and drive conversions. Visible social media buttons can show your online store’s social presence and encourage visitors to share products on their social networks, multiplying the potential reach.
Utilizing platforms like Facebook, Instagram, and Pinterest can streamline the purchase process directly from the platform, enhancing the user experience.
Importance of Strategic Partnerships
Forming strategic alliances serves as another potent method to escalate your sales. One such strategy is influencer marketing, which leverages influencers’ trust and credibility to promote your products and services. Partnering with influencers who have a following that aligns with your target market can lead to higher engagement and conversions.
Influencer marketing is not only more cost-effective than traditional advertising but also offers high measurability, allowing you to track campaign success and fine-tune your strategies.
Implementing Effective Marketing Strategies
With a persuasive sales pitch at hand, the next move is to put into action potent marketing strategies. This involves content marketing, email marketing, and a combination of paid advertising and SEO.
Content marketing serves as a robust instrument that can cultivate trust with potential buyers by providing valuable content without anticipating any reciprocation. A successful content marketing strategy can include:
- Creating videos
- Recording podcasts
- Sending out newsletters
Buyer personas enable personalized marketing, which can significantly increase repeat customers and sales growth. Content marketing maximizes online sales by integrating valuable content across relevant channels, supporting customers at different stages of the buyer’s journey.
Another productive marketing approach that can sustain direct communication with customers is email marketing. Regular communication through email campaigns can build customer enthusiasm and enhance brand loyalty by sharing new products, promotions, and company news. Effective email marketing strategies include segmenting audiences and personalizing messages, key practices that increase campaign effectiveness.
Services like MailChimp and ActiveCampaign facilitate email marketing by providing automation, customization, and a cost-effective approach for businesses of all sizes.
Paid Advertising and SEO
Paid advertising and SEO are two tactics that can work hand in hand to enhance a business’s visibility on search engine results pages. Paid advertising can significantly boost a business’s visibility, ensuring a stable presence amidst organic search results fluctuations. Paid search campaigns should be part of a comprehensive internet marketing strategy as they can enhance organic ranking efforts.
Leveraging both SEO and PPC strategies allows businesses to engage audiences at different stages of the buying process, thereby maximizing lead potential and enhancing consumer trust.
Continuously Improve Your Sales Process
The final stride on your path to becoming a master salesperson involves the continuous refinement of your sales process. This involves analyzing customer data, testing and optimizing sales tactics, and adapting to market trends.
Analyze Customer Data
Scrutinizing customer data forms a critical component of enhancing your sales process. This leads to a deeper understanding of customer behavior and preferences, which is essential in refining sales strategies. Insights from customer data analytics can permit a holistic marketing view, optimizing each team’s actions.
Customer retention is positively impacted by understanding behaviors through data analytics, thereby allowing businesses to focus on encouraging profitable customer actions.
Test & Optimizing Sales Tactics
Experimenting with and fine-tuning sales tactics constitute another vital facet of enhancing your sales process. Running a test Google Ads campaign with a sales page is an effective method to gauge customer interest and measure purchase likelihood.
A/B testing different sales tactics can reveal which approaches resonate best with specific customer segments, enabling more targeted sales strategies.
Optimization of the checkout process, such as streamlining steps and removing friction, can significantly uplift conversion rates.
Always Adapt to Market Trends
The concluding phase of enhancing your sales process calls for adapting to market trends. This is crucial as trends on social media and other marketing platforms rapidly change. Without a significant budget, businesses need to leverage innovative organic strategies to grow and direct their social media efforts.
Employing a consultant can provide new insights and assist companies in adapting to changing market trends.
Become A Master Salesperson
Making sales centers around having a conversation with the person that you are selling to, and one of the most important parts of that conversation is the questions that you ask.
Asking your customer questions (and actually listening to their answers) is valuable in a couple of different ways.
For one, it allows you to figure out more about the person you are selling to, their needs and desires, and what they are looking for in a product.
Just as importantly, though, asking questions is an effective sales technique because people enjoy talking about themselves.
This goes back to making the person you are selling to like you; when you show genuine interest in them and allow them to talk about their favorite topic – themselves – they’ll be much more likely to enjoy the conversation and therefore much more likely to buy something from you in the end.
How do you plan to double or triple your sales this year? Get my done-for-you sales presentation templates for free.
About Brian Tracy — Brian is recognized as the top sales training and personal success authority in the world today. He has authored more than 60 books and has produced more than 500 audio and video learning programs on sales, management, business success and personal development, including worldwide bestseller The Psychology of Achievement. Brian's goal is to help you achieve your personal and business goals faster and easier than you ever imagined. You can follow him on Twitter, Facebook, Pinterest, Linkedin and Youtube.