How To Stay Ahead of the Curve: A Guide To An Effective Sales Approach

Table of Contents

Sales is not a sprint but a marathon. 

You have to stay motivated to have the stamina to win.

But before you run, what are your goals and which direction to take? Better know the landscape.


Who’s Who in Selling

The Buyers

In the business world where consumers have an all-access pass to information, each organization’s buying path to purchase is complex. Businesses have changed how they purchase new products and services. 

What buyers strongly agree with.

A new B2B buyer has emerged and buying decisions are now based on research which may include anything from Google search to recommendations from friends.

In fact, Accenture points out, buyers rely on a variety of online sources to make a purchase decision. These sources include websites, search engines, third-party review sites, blogs, and social media.

According to new data,  buyers go as much as 60-70% of their decision-making process before they engage with a salesperson. This results in a significant change in the sales and marketing roles, with marketing taking over many aspects of the sales process. 

The role of the salesperson has shifted to assisting in the final stages of the process- evaluating potential alternatives and making the actual purchase. In this context, the make or break of the purchase.

The Sellers

The most crucial element of any sale is not the product or service that is being sold but the SALESPERSON who is selling it.

 In theory, learning how to close a sale is actually pretty simple: show up prepared, give your pitch.  Answer your prospect’s objections and ask for the sale. And if needed, follow up until you get a definitive answer. But in practice,  selling is a bit more complicated than that.

What a Salesperson Should Be

The above figures show that salespeople should stop focusing on selling. Rather, they are there to help prospects along their path to purchase. 

The Right Approach

  1. Be accessible and be responsive. - If prospects are wanting to talk to you, make sure that you get back to them. Make them feel that you are there to help guide them towards the right purchase decision. 

A step further would be to get to know your clients on a more fun level.  It's not enough just doing the service you provide and collecting payment. 

Being personable and congenial is a must for the sales industry. It can be a deciding factor for someone deciding between two companies for the same service.

  1. Ask – Assuming something about the buyer is one of the biggest mistakes a salesperson can make. A salesperson must appreciate the power of asking questions. Point of fact, it is the most important tool in sales. 

  1. Listen – Once you ask, you have the obligation to listen and not just hear. You may want to sum up what the buyer has said. This will make the buyer feel that you got what he wanted to say.

Also, this will force you to put the focus on what the buyer is saying, instead of thinking about what your next question will be.

  1. Teach

Teaching is the new pitching. 

In the course of actively listening to the buyer, look for teaching opportunities that can help educate them. Teaching helps the buyer discover that what they want might not be what they need, thus, aligning their perspective to what you are offering. 

  1. Decide For the Clients 

Remove the opportunity for the customer to say no. 

Be proactive and show your prospects why they should choose your business.

 Buyers want to buy but they don’t like being pushed or forced. They still need to feel they are the ones making the decision.

An effective salesperson intentionally assumes the prospect has agreed to buy to wrap up the sale. Closing a statement plays a crucial role in actually closing a deal. Make it so the buyer will feel comfortable and will know what they need to do. They will have fewer questions and less buyer’s remorse. 

Key Takeaway

In today's business demographics, you wouldn't want to be an aggressive or pushy seller. But as a service and product business provider, you need to know how to confidently and effectively close sales if you want to see your bottom line grow.

Even if you’re a seasoned sales pro, re-evaluate your sales techniques regularly to stay ahead of the curve. Anything that makes your clients’ lives easier will make closing the deal easier, too.