Are you interested in launching a new service? Growing your existing customer base? Sell more to the customers you have? Most marketing strategies include a component of person-to-person sales. Selling is about proactively reaching customers (in contrast to web searches, social media and advertising which draw customers to you), explaining the value of your product/service personally and closing the sale.
For many people the concept of selling is uncomfortable. They don’t know what to say or don’t want to seem pushy. They may have had a bad experience with a salesperson in the past. But as a business owner you are the #1 salesperson for your company!
Selling is not intuitive or something people are “just good at”. It is a multi-step textbook process that anybody can master:
Prospecting
Preparation
Approach
Presentation
Handing objections
Closing the sale
Follow-up
Note - Since small business owners know building good relationships is critical, the selling process is designed to build long term value for both parties.
I am launching a blog series that will detail out each of these steps plus give you some good tips on how to excel at them. Until the next blog I would like you to consider two points:
Mindset shift
When I talk to clients about it I explain that selling isn’t winning, closing a deal or pulling a fast one. It is a process that will allow you to demonstrate the value of your product or service to a specific targeted customer. It is expressing your enthusiasm for your business to others in a professional, productive manner. Spend some time thinking about your feelings and work on shifting your mindset so you are ready to do your best.
Documentation
Since selling is a process, you will need to find a way to keep track of your potential customers and your progress. Don’t worry, we will not make it complicated or cumbersome! I personally enjoy using Excel, but it may not be for everybody. When I work with my clients we use a table in PowerPoint. A notebook or paper system will work well if that is your style. I have also used a white board in my office to make it visible. Consider what type of documentation system will work for you.
Stay tuned for prospecting!