As sales professionals, it’s always a good idea to take a moment and reflect on what sales strategies were successful, and which ones – not so much. Let’s talk about your selling message. We have all learned that lesson in countless sales training over the years: KNOW YOUR AUDIENCE. Not only is the message important, but how you deliver that message to your customers is vital to your sales success. My point? Your style of selling needs to be compatible with their style of buying. We all have a certain way we like to be communicated with, and we all have a pace with which we like to make decisions. Once you know and understand your customer’s expectations of you as the salesperson, you can customize your message to match their buying style.

Effective salespeople know how to establish a good rapport with their clients and prospects. More often than not, we tend to connect and ultimately grow to trust, people who are similar to us. It all starts with the connection. It could be during a phone call, a networking event or a meeting at your favorite coffee haunt. Most decisions, especially those involving buying a product or service, are based on emotion.

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