Sales techniques are methods developed and applied by salespeople to create connections between the product or service offered and the needs of their customers. In this way, knowing what sales techniques are, it is possible for professionals to experiment with strategies, test approaches and build a personalized work method, made up of the best initiatives combined with their personal skills.
Salespeople who know good sales techniques generally deal better with challenging points in the sales process. By the way, prospecting is a good example of this. It is feared by 40% of salespeople surveyed by Hubspot in a survey . So for them, this is the hardest step in the entire sales funnel.
If you are part of this statistic or manage a team that also struggles with prospecting and engaging customers, keep reading this article. In addition to explaining in detail what sales techniques are, we will give you 11 tips to apply them successfully:
1. Know the product in detail;
2. Sell a solution, not a product;
3. Exercise active listening;
4. Make the sales pitch more flexible;
5. Stay focused on the truth;
6. Create tuning points with the consumer;
7. Use mental triggers to encourage buying;
8. Combine marketing and sales;
9. Follow up;
10. Customize the service;
11. Go beyond the script.
Did we arouse your curiosity? So get ready to read!
What are sales techniques?
Sales techniques are sets of methodologies for approaching and driving the sales process. Thus, the absorption of the best sales techniques depends essentially on the characteristics of the salesperson and his main customers. For this reason, we say that a good “catalog” of sales techniques is only obtained after a series of trials, errors and successes.
There are sales techniques aimed at different stages of the sales funnel ; from capture to conversion. Thus, each one of them helps to achieve a fundamental objective to make the potential customer advance one more step in their purchase journey.
11 best sales techniques to apply now
Now that you know what sales techniques are, it’s time to take it a step further. So, below, you’ll learn the 11 best sales techniques for delighting customers, creating true connections, and selling more!
1. Know the product in detail
Our first tip to absorb what sales techniques are in practice is: know the product or service being sold like the back of your hand.
It may seem like protocol, but a potential customer knows how to identify when they are talking to a salesperson with real know-how. In addition to offering more in-depth information about the solution, the professional speaks with confidence, presents arguments out of the obvious and manages to vary his portfolio of sales arguments according to the forwarding of the prospecting conversation.
Therefore, our tip to develop a high-performance team connected to the business is: invest in training for store salespeople , external agents and those responsible for support and after-sales!
2. Sell a solution, not a product
Our second tip is one of the cat’s leaps in sales science. Focusing on the solution rather than the product is one of the most effective sales techniques. That’s because, by offering the solution, the seller connects with the consumer’s need.
And this is the biggest impulse to buy. After all, being sure that a problem will be solved is better than having a state-of-the-art product full of technological features in your hands.
See an example of a company that always focuses on the sensations offered by its product as a sales technique. By using “open happiness” as the brand’s slogan, Coca-Cola associates its product with a sensation: happiness.
3. Exercise active listening
The next tip also helps you understand, in practice, what sales techniques are. In fact, we’ve gone further and already advanced: this is one of the types of sales techniques with the greatest potential to create connections between the seller and the brand.
We are talking about the active listening process. From the point of view of psychology, active listening is defined as that in which you and your interlocutor receive information in an empathetic way, establishing a deep connection, generating mindfulness and serving the other with purpose.
In practice, actively listening means not interrupting, not distorting the conversation, not overlapping the other’s arguments with your own arguments and, above all, not allowing the other’s exposition to “enter one ear and leave the other”.
In fact, in the sales process, one of the ways to demonstrate that active listening was practiced is precisely what we will talk about in the next topic.
4. Flex the sales pitch
After exercising active listening, the salesperson will have at hand everything they need to truly connect with the customer: personalized information and reports of past experiences.
Thus, it is up to the professional to adjust his sales pitch to suit what the consumer is looking for — of course, without using untrue or exaggerated information.
It is, in fact, about evaluating the portfolio of sales pitches and choosing those that speak best to what the customer is looking for.
5. Stay focused on the truth
And speaking of untrue arguments… here’s a cliché that needs to be left behind once and for all: that every salesperson is a good liar.
We know very well that companies that truly care about their customers’ experience abhor fallacious or even exaggerated arguments. After all, medium and long-term satisfaction is one of the reasons why customers retain a company.
Therefore, when selling, use stories and stories to enrich the sales script. As long as they are true!
6. Create customer tuning points
By the way, since the subject is storytelling…using the storytelling technique to sell is a good way to create points of harmony with the consumer. After actively listening to it, share your experiences and take the conversation to another level.
Empathy is a great trigger for affinity. And affinity, in turn, is a great stimulus for closing a sale.
See below how to use storytelling to delight when presenting a product or service:
7. Use mental triggers to encourage buying
Mental triggers should be part of any list of best selling techniques. This is because they represent effective methods of influencing consumer buying behavior.
As the name says, mental triggers are arguments used during the sales pitch, and serve to “awaken” certain sensations in the consumer. Some of these sensations are:
It is important to stress, however, that mental triggers must always be used ethically. Furthermore, they should never be associated with unrealistic information or untrue arguments.
To better understand how mental sales triggers work, watch the video below:
8. Combine marketing and sales
Have you ever heard of inbound marketing? If your company has already included the technique in the strategic planning of the business, you are on the right path!
After all, with inbound marketing, sales and marketing teams work in an integrated manner throughout the process of capturing, maturing and converting potential customers.
The big difference is that, with targeted strategies and with the help of automation, marketing itself manages to segment customers with true purchasing potential, directing them to the commercial sector in a more assertive way.
9. Follow up
Following up is also a sales technique. And we guarantee: it can help you organize your routine and not miss any conversion opportunities!
However, as it is a dynamic process, follow-up is not one of the salespeople’s preferred practices. In fact, poorly executed follow-up can often make them feel like they are invading the client’s privacy or “forcing the way”.
However, when done in a personalized and attentive way, follow-up can be a valuable ally. That’s because it can help the seller to get back in touch at the necessary time so as not to lose the deal.
Want to see an example?
When a b2b company contacts a company’s marketing analyst, it will hardly be able to evolve in the negotiation with very close follow-ups. This is because the marketing analyst is not the decision maker of the process. He needs to take the negotiation to the leadership, so that, together, they can debate and decide on the investment.
In this case, the ideal is to work with longer deadlines, one week or fifteen days (according to the urgency tone perceived in the initial approach).
10. Customize the service
Another tip for those who know what sales techniques are and want to apply them is: customize the service in every way possible!
- know the customer’s name;
- know your habits and talk about them;
- pick up hooks from old conversations;
- monitor the customer’s doubts and challenges and propose solutions;
- when you need to direct the customer to a new sector, take its characteristics into account.
11. Go beyond the script
Finally, the finishing touch among the best sales techniques, which represents the sum of all the tips given in this article. Going beyond the script means moving your sales script to offer the customer a memorable experience that will impress them.
These are artifices that allow, for example, your company to differentiate itself and continue to gain customers even without having the lowest price in the market.
One company that does this masterfully is Nubank. The so-called “WOW moments” are those in which agents surpass their scripts and take surprising actions in the name of an even better customer experience. See below a video that illustrates the work of fintech banking.
Use sales techniques on behalf of your team
Now that you know what sales techniques are, how about understanding, in practice, which ones work best for your team? The Sales Specialization Institute can help you!
With the mission to transform the world through sales, we reframe the idea that people become salespeople only because they have the famous “knack”, or because they have not found another job option.