Contents
- Sales Technique
- Who Needs Sales Techniques
- Sales Stages
- Examples of Sales Techniques
- How to Make Any Sales Technique More Effective
Sales Technique
Sales technique is a set of actions that a seller takes during interactions with a buyer to increase sales volumes. There are many different techniques, and a successful seller who masters their variety significantly enhances their chances of closing a deal. For instance, when a buyer in a cosmetics store showed interest in the lipstick price, one seller simply answered the question and walked away, missing the opportunity to offer the product. Meanwhile, another consultant took the initiative, asked additional questions, and offered alternative options, thus applying the sales technique.
In the context of online sales, knowledge of techniques helps create effective landing pages and advertising campaigns. For example, the GeekBrains website immediately lists key advantages, addresses main objections, and offers assistance—these methods are similar to those used by consultants in traditional stores.
Who Needs Sales Techniques
Knowledge of sales techniques is essential for various professionals:
- Sales Consultants: Active and competent communication that goes beyond a simple "How can I help?" is required for successful interactions with customers in offline stores.
- Sales Managers: Sales techniques enable effective work even in a remote format, whether through phone calls or messaging apps.
- Sales Representatives: Presenting products in the B2B segment requires knowledge of sales specifics, as in this case, the client is another company.
- Sales Department Heads: Knowledge of sales techniques helps objectively assess employees' performance and train them to increase effectiveness.
- Marketers: Sales techniques are actively used in landing pages and advertising materials, allowing effective engagement with users' attention and interests.
Sales Stages
The classic sales model includes five main stages, but many add another one—the post-sale support stage, which helps maintain long-term relationships with the client.
- Stage 1: Establishing Contact. This includes greetings and introducing oneself to the client, which can occur both in-store and over the phone.
- Stage 2: Identifying Needs. The seller asks clarifying questions to understand what problem the client is solving.
- Stage 3: Presentation. The seller demonstrates products, emphasizing their benefits for the buyer.
- Stage 4: Handling Objections. The seller must be able to effectively respond to the client's doubts.
- Stage 5: Closing the Deal. It is important to provide the client with clear instructions on what to do next to complete the purchase.
- Stage 6: Post-Sale Support. This stage involves collecting contact details for further communication with the client.
Examples of Sales Techniques
There are many techniques that can be used during the sales process:
- SPIN: This method includes four types of questions: situational, problem, implication, and need-payoff.
- AIDA: This technique emphasizes attracting attention, generating interest, creating desire, and prompting action.
- Small Talk: Used to establish a trusting relationship with the client through conversations on unrelated topics.
- Storytelling: Stories about real or fictional people that can evoke interest and a desire to buy the product.
- FAB: This focuses on the features, advantages, and benefits of the product for the client.
- SNAP: This technique consists of four principles: simplicity, value, alignment, and priority.
How to Make Any Sales Technique More Effective
To increase sales effectiveness, several important principles should be followed:
- Following a Sequence of Actions: It is important to follow all stages of the technique without skipping any steps.
- Identifying Client Types: Different clients require different approaches, and an experienced seller must adapt to each one.
- Analyzing Competitors' Actions: Studying successful practices of other companies can help improve one’s own methodologies.
- Employee Motivation: Motivated employees achieve better results, so it is important to create a system of rewards and career growth.