Sell More by Selling Less

Sales people in many indus­tries could increase their sales IF they stopped selling. As counter intuitive as it may sound, the best sales approach may be no sales approach at all. Instead of (or at least along with) improving small talk, sales pre­sen­ta­tions, and closing skills — work on improving product knowledge, industry news, and your customer’s needs.

Know Your Industry

Stay on top of trends, inno­va­tions, and changes. Strive to become an expert by knowing more than anyone in your field. There is no excuse in the 21st century for not staying on top. Google your industry, find the thought leaders, and read, read, read. We expect our MD’s to stay abreast of the current accepted medical practices. Why should you and your industry be any different? Be a doctor of your industry, and consult your clients with their best interest in mind.

Know Your Client’s Industry

This is not one size fits all. What may work and be appro­pri­ate in one industry or for one client doesn’t mean it’s universal. Do your homework. How can anyone possibly advise a business without under­stand­ing what that business does?

Know Your Organization

Learn every depart­ment, and how they interact. Know your organization’s strengths and weak­nesses. If it’s possible, spend time working in every section. Have a complete under­stand­ing of what your company does, which you can use to best advise your client.

Know Your Product

Learn your product or service inside out, backwards and forwards, know what it can and cannot do, and know what product best fits the customer’s needs.

Know Your Customer

If you recommend a product or service without knowing how your customer operates, how they will use the product, or what they’re trying to accom­plish — then you are only selling. Ask questions, learn their needs, their problems, and what they hope to accom­plish — not just what you want to sell.

If you under­stand both your industry AND your customer’s needs and how to solve their problems, you will become a valuable adviser. Given the choice, who would you prefer to work with — a knowl­edge­able con­sul­tant or a pitchy sales­per­son? Do you want to sell more? Stop selling and start helping.

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