The Art of Selling

Business is all about getting, satisfying and keeping customers. Without sales there are no customers and without customers there is no business. Thus the critical importance of the selling and marketing functions within any business.

Marketing can be defined as anything you do to get the attention of a potential customer. When you do something that creates awareness of your business (e.g. advertising) you are 'marketing'.

Selling on the other hand is all about the human interaction. On the phone or face to face with a customer, building rapport, finding out what your potential customer wants, identifying, establishing and agreeing their needs, presenting your products or services, making your recommendation - as well as closing the sale.

Many people need help to become more proficient in selling. Firstly, you must have a 'sales process' or method (making selling an automatic and continuous business activity) and secondly, you must develop good interpersonal skills (the ability to communicate, convince, persuade and influence others).

You have to find out what your customers want, how they want to buy it and make sure you can meet their needs. There are 4 key points in the sales process:

1.      Qualifying -  deciding who your target market is and who you want to sell to;

2.      Meeting - getting face to face (or on the phone) with your prospective customers/clients. Asking pertinent questions and listening to the answers;

3.      The sale - the process of analysing a buyers needs, recommending your product or service solution. Emphasise your U.S.P. (Unique Selling Points), talk about what distinguishes you and your product/service offering from the competition. The Chinese have a saying that translates as: “Don’t sell the mousetrap, sell the absence of mice!”

4.      Customer service - giving the customers what they want. Keep your promises and you’ll keep your customers.  Selling is about finding a need and satisfying it - keeping your customers happy!

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