I’m a web developer, not a salesman. My job is to ensure that any website code we write meets our strict quality guidelines and the thought of making the hard sell turns me to jelly. I don’t have the confidence or the chat to call myself a natural born salesman, I am a computer nerd for crying out loud.

So Why Am I Writing An Article On Salesmanship?

The answer is simple, I have to go out and sell sometimes. I’m a director in a small business we all have to do it. Without it Rake Mark would have folded years ago. So if I’m so rubbish at selling how do I overcome that to make a sale? These are my 5 quick tips to my brethren of fellow reluctant salesmen and women.

Believe in the Product

I couldn’t sell anything I didn’t believe in. I honestly believe that we offer the best website design products on the planet. No one offers the range of skills that we do, the depth of quality design that we do and absolutely no one offers the products we do at the most affordable prices. It is that simple.

I honestly believe that if I don’t demonstrate to a potential customer why they should select Rake Mark then they will pay more than they need to for a substandard product. I don’t want that and they don’t want that, so it is my duty to ensure that they understand what we do and why we are the number one draft pick for Website Design in the West Midlands

Understand the Market

Knowing your customers needs, fears and desires is a must. If you cannot stand in the shoes of your customers and feel what they feel and fear what they fear, then get into a business where you know it this intimately. Only when you understand their needs can you fill the gap in their lives. Only when you appreciate the problem can you offer the solution. Some simple market research will help fill in the finer detail, but you should know generally the what, why, and when of their buying without it being spoon fed.

Focus on the Customer

Your customers will buy based on the benefits of the product, not the features. You don’t buy shampoo, you buy beautiful manageable hair. The guy in the sports car didn’t buy it because he wants to accelerate from the lights at top speed only to be stuck in traffic with everyone else. He bought it for prestige. When he drives it he feels successful, free, and important.

So focus on how your customer feels about your product, what do they need and then demonstrate how your products, services, company and brand can solve that fear, that problem. Show your customers how they will feel when they buy your product and how that fills their needs. They will buy from you.

Overcoming Objections

Talking to your customers or potential customer will help to build a rapport and move the conversation towards closing the sale, the crucial buying moment. Often during the sales process you will come across resistance, an objection. Always respect the customer’s issue. Give it its due consideration to any valid concerns and ensure that your answer eases concerns and doesn’t add to them. If you can genuinely listen to their problem and help them solve it they will buy from you. 

Close the Sale

This is the key moment. If the customer looks at their watch or appears uninterested then move to the close. How do you close? You simply ask for the business. The key is to ask in a way that doesn’t offer an yes or no response.

So if you thrust an order form under their nose and say, ‘Would you like to move forward?’ they might well say no. However, if you say ‘If you don’t have any other questions then all I need you to do is sign the order and we can arrange your kick off meeting. Which day next week suits you better?’ You could use a payment method question, like ‘Would you like to pay using cash or your credit card?’ Or if it is a large payment and you offer a payment plan then ‘Would you like to pay in one instalment or would you like to take advantage of our payment plan?’

There are multiple closing statements that you could make. It is a very important moment and the only area that I rehearse in advance so I feel confident asking for the business.

Sales is an area that all small businesses must excel in and work on.

Good Luck.