Robert Herjavec, who you might know from NBC's hit show "Shark Tank", recently posted his 5 tips for selling anything to anyone.
Here they are, with my 2 cents about each tip.
1- The first thing you’re selling is yourself
It’s easy to spend all your time worrying about your product's features or your company's competitive advantages. But if YOU aren’t sold on yourself, then neither will your customer. You have to BELIEVE in yourself. You have to know that you are great; that you can figure out anything that you put your mind to.
So focus on yourself first. Are you confident in yourself? Are you confident that you are great at sales?
If not, work on your mindset before you worry about anything else.
2- Listen more than you talk
Everyone likes to talk about themselves; but guess what...? Your customer doesn’t care how much you know until they know how much you care. (Really well said by Theodore Roosevelt don't you think?)
So start asking questions. Lots of them. Once you think you’ve asked enough questions, ask some more.
You will know when you’ve asked enough questions because your customer will eventually get tired of talking about themselves and their company, and they will eventually start asking questions about you. And now that you know all about their company and their issues, you can steer the conversation to the solutions you have for their biggest challenges.
3- Know who to sell to
This is easier said than done. But you have to make sure you’re talking to the right person or group of people in the company you are selling to. In his book “How to Sell to Anyone”, Stu Heinecke talks about finding the CEO of the decision maker for the product you are selling. Everyone thinks that they need to be talking to the CEO of the company, which in some cases is the right move, but if you’re selling coffee and styrofoam cups to a $5 billion company, you don’t need to be talking to the C suite.
Calling one step higher than you think is a great idea, because then you can get a referral down. Just don’t go too high or you will waste everyone’s time.
4- Understand what motivates the other side
If you don’t understand what motivates your customer, you probably won’t be getting any purchase orders. Hopefully you did a good job in step #2 and asked your customer lots of questions to get an answer to this question.
5- Keep it simple
It can be really easy as a sales team to over-complicate things. For example, you might feel the need to have a sales process that is too detailed, IE: A) go on as many sales calls as possible, B) Try to close 5 new customer for each of our 3 categories every quarter C) during each sales call focus on 3 things that we are good at and find out D) 2 problems they are having E) follow up the next day and then F) follow up again 4 days later, then G) use the 6 step follow up process until you get direction from your customer- and H) …. I)…..
If you can simplify your sales process and your process of how you take care of your customers, you will win.
What’s your favorite tip from Robert? Which one will you implement today?
Vice President of Commercial Sales at cfm Distributors, Inc.
Brad joined the cfm team in 2006, and now as the Vice President of Commercial Sales, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys photography, running and spending time with his family.