Advanced Sales Techniques
Advanced techniques shouldn't be confused with complicated techniques. When we develop a degree of mastery we often do things more simply. We understand the essence of it. The same is true with sales and advanced sales techniques. Great sales people aren't complicated; they're everything the archetypical, schlocky salesman isn't. Great sales people aren't shortsighted. They look for long-term relationships because it's the long-term customer that's most valuable. And providing value and being honest is the only way to keep the same customers year after year.
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Make Your Intentions Clear
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If you want to sell someone a new car, tell them you want to sell them a new car. If they know they're not going to buy a a new car from you, you'll find out a lot faster if your intentions are clear. That saves you time. In the time you save you can talk to more people -- one of which is probably interested in buying a new car. And the person who's not in the market today will be left with the impression that you're straightforward. That will make them much more likely to come to you in the future.
Don't Conceal Information; Share and Interpret It
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Most products and most services have benefits and drawbacks. Don't be afraid to talk about drawbacks -- especially if you sense someone wants to know about them. If you're reticent to share information that seems like it might kill a sale, it's obvious to everyone. It only builds mistrust. And customers are going to learn the pros and cons anyway. It's much better for you and for your customers if you share the drawbacks. Be straightforward. You don't have to apologize for them and you don't have to go into detail. Just be direct and honest.
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Know When to Say No
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Great salespeople are often credited as having the ability to sell anything to anyone. If you should happen to be so rhetorically gifted, don't do it. Before you close a sale, the most important question is, "based on this sale, would my customer do business with me again?" If you don't think something is a good choice, don't sell it. Tell your customer you think it's a bad idea. You may not make that sale, but people will know you're honest. They know that if they ask for your expertise, you'll really tell them what you think. That's the reputation you want.
Ask For The Business
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It may be the simplest tip of all, but great salespeople all share this skill. They all ask for the business. Not only does this direct sales approach close deals, it saves time -- a lot of time. If you can save an hour by invoking an emphatic "no", that's an hour you can spend on other deals that will result in sales. Or it will close a sale faster -- the customer has already made up his mind, and he just needs some guidance. Or it will elicit your customer's objections. Knowing the objections is often the most important way to make sales. If you have a conditional sale, you may be able to meet the conditions. For example, if your customer says, "I'd buy that if it came in red," you might be able to produce one that's red. Asking for the business will tell you yes, no, or often, what you need to do to get it. Either way, it puts you in a better position, faster.
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