Advanced Selling Skills: Stop Selling, Start Helping

Over the last decade sales training has moved forward considerably. It is however important to consider why this evolution has taken place. This has happened not necessarily due to more ‘sales techniques’ being developed, but actually due to the customer becoming more educated and powerful than ever before.

Advanced Selling Skills

Gone are the days of the hard sell, or the deliberate 'mirroring technique' of the customer sales teams employed in order to get the customer/client to say ‘yes’.  Sales teams have to realise that they need to start helping customers in order to build repertoire and partnerships.

This may sound like common sense, yet old habits die hard and there are many sales people out there who are still using out-of-date selling techniques and forgetting that customer service is in fact key to successful sales.

Business goes where it is invited and it stays where it is looked after.

Think about any previous encounters you had with 'good sales people' and 'bad sales people', what were their common character traits?   Were they passionate?  Were they pushy or rude? Did they possess a good knowledge of the product or service you were interested in? Did they help you in any way or provide you with more information?

Although passion and product/service knowledge does help make a good sales person, the question being posed today is what makes a ‘great’ sales person?

A great sales person cares about you getting the most for your money, will happily take the time to really understand your needs and assist you with finding solutions for those particular needs. In Buddhism this is called ‘unselfish intention.’

A good sales person knows all the techniques to employ to get customers to say 'yes'.  A great sales person will have a pure ‘intention’ of the customer being completely satisfied in the purchase they have made or are about to make. Not only this, a great sales person understands that money has value and when the customer passes that money over, in return they need to gain a product or service that to the customer is worth more than the money they have spent.

These are the simple things which distinguishes between efficient and exceptional sales people and which will keep a customer returning over and over again.

Today, more than ever before companies need to hold on to the customers they already have as we are in an age where having the number one product or service doesn't necessarily equate trust or loyalty.  Even having a great brand doesn't ensure success.  We are dealing with more sophisticated buyers who want more for their money. And that ‘more’ comes in the form of the service when they pick up the phone to your company, the after care service when they have made their purchase and most importantly, the customer service they receive when making that all important decision to purchase from your sales person.  

Training your sales team to help/assist customers will significantly increase your customer base and retention. Here are a few quick pointers to think about when ‘helping’, not selling.

• Have an intention to help the customer make the best decision for them, don’t just think about making the sale. Customers see ‘selfish’ sales people a mile off.
• Remember, sales and customer service are becoming more and more aligned, so always go the extra mile to help your customers.
• ‘When you educate your build rapport, when you sell you break it.’  People will buy when they understand so rather than just close the sale, keep informing and educating - see what difference it makes.

Capita Learning & Development offers an Advanced Selling Skills Training Course, which will introduce you to new selling skills and also help you cope with the changing demands of the customer.

Written by Pete Scott, a learning consultant at Capita Learning & Development.

Improving your business presentation and speaking skills

Being able to present confidently and effectively in business is probably one of the most underrated skills in the working world today.

If you cast your mind back to a great business presentation you have attended, there will be a number of reasons of why it was great.  Let’s find out some of these reasons now by asking some questions:

“Was the speaker organised and kept to time commitments?”

“Were they knowledgeable and passionate about their topic?”

“Were they confident?”

“Were they able to build a relationship with the audience?”

“Did they have a clear message that was easy to understand?”

Business Presentation and Speaking Skills

By even asking these questions we can start to draw out some of the strategies and behaviours of a great speaker versus an average one and it is vitally important that when preparing your own presentations, you think about these factors and not just the content which needs to be delivered.

Over the years, we have started to understand this science behind great presentations and the good news is that these skills can be shared with more and more people so they too can feel confident when delivering a presentation.

The first thing to know is that at work, you are presenting all of the time.  From meetings, staff training sessions, one to one coaching to that twenty-minute presentation you will be doing next month in front of 200 staff.  Hence, another strong reason for understanding and practicing becoming the best speaker you can possibly be.

With knowing that you are presenting and speaking in a business environment regularly, let’s share some areas to consider before your next presentation.

Great speakers have the ability to contextualise their presentations or in other words, they are fantastic storytellers. This helps to even turn the driest topic into something interesting.

Although the benefit of adding context to our presentations makes sense, most people still avoid it at all costs to purely focus on content and by doing so the belief is that with enough content the presentation will go smoothly.  This is rarely the case.

As already discussed, you may have the best content in the world for your presentation or speaking engagement, but the question still lies in ‘how can you bring that content to life?’

Contextualising your presentation can be through metaphors, personal stories, example stories or even complete make believe stories (so long as they relate back to the content!)  Yet, the human mind remembers far better when a story is told, it gives clear links, it evokes emotion and months, even years later we always remember a good story.

Perhaps take sometime out today to think of how you can start bringing your presentations to life through adding context.  A great way of checking you are organised for an effective presentation is by checking you have the three C’s.

• Content
• Concept
• Context

Concept so people understand why they are there in the first place, content for the science and logical approach and context to win the hearts of the audience.

Written by Pete Scott, a learning consultant at Capita Learning & Development.