Sales is hands down the most important thing you need to get good at if you want to build a business. If you’re not good at sales, you won’t have customers no matter how great your service or product is.
A ton of people go into a sales conversation with their guard up. That’s because they’re used to “bad” sales people who make them feel uncomfortable. Your job is to knock that wall down and turn your sales pitch into a conversation.
Present your offer in a non-abrasive way so that the person you talk to understands it and is comfortable. You want them to see your perspective without their guard up so that they’re able to make a clear, educated decision on whether or not they really want to invest with you.
The Sales Pitch
Most salespeople start a conversation with questions about the person’s personal life or interests. They pretend to care for a brief moment and then dive into their pitch.
Instead, be straight forward. As soon as you meet with them (whether that’s in person, over the phone, through a demo, etc.), thank them for their time. Then tell them that they don’t have to feel obligated to sit through the entire meeting – if they know during the conversation whether or not they want to buy from you, let them know it’s okay to stop you.
Next, ask them questions like “Why did you decide to take my meeting today?” Your goal is to ask them the right questions so that they talk 80% of the time. If you ask them questions like why they’re interested in your service, they’ll give you detailed answers and actually sell themselves as they talk. The last thing you want is for someone to ask you questions that make you defend your business and services.
Here are the 3 most common questions people ask themselves before they buy:
- Do I really need this?
- Do I really need this from him?
- Do I really need this now?
Beat them to the punch and get them to talk by asking the right questions. Then when it’s your turn to talk, you know exactly what you need to say to get them to buy.
I explain more in this video clip:
Have an Automated Process
The sooner you reach out to a new lead, the higher chance you have of getting them on the phone. The best time to call is within the first 5 minutes after they become a lead because you’re still fresh in their mind. Your chances go down 100X if the call is made 30 minutes after they become a lead.
Automation will save you a ton of time, especially when you have multiple leads come in per day. Start with an automated email drip so that they get an email as soon as they become a lead, even if it’s at a time that you can’t reach out to them. We use Infusionsoft for this, a CRM that allows you to create automated email drip campaigns. This way, your leads are followed up with even while you sleep.
Keep Track of Numbers
The average close rate for the marketing and advertising industry is 11%. How does your business compare?
Keep track of everything: the number of leads you get in a day, how many demos you book, how many demos you actually do, how many sales you make, your retention rate, etc. These should be organized in a spreadsheet and updated regularly. You’ll start to recognize patterns and understand what works and what doesn’t.
Once you start to track your numbers, set monthly goals. Share these numbers with your team so that everyone knows if you’re on pace and what they need to work on to reach those goals. Transparency is important – update everyone and have weekly meetings to go over all of this. The more aware everyone is, the more motivated they’ll be to reach company goals.
Learn, Practice, and Improve
The best way to get comfortable with this process and improve your sales pitch is to constantly study sales. Learn from sales experts like Grant Cardone, listen to podcasts, watch sales pitches on YouTube, and read sales books.
Below is a clip where I talk about a few things you should do to improve your sales skills on episode 068 of The GSD Show:
Once you learn new strategies, implement them. Record every sales call that you make and listen to them afterward. You’ll start to notice areas of improvement, and the more you do this, the more comfortable you’ll get.
Don’t expect people to buy right away; only 2% of sales are made on the first contact. 80% of sales are made on the 5th touch, so you need to continue to reach out to them, even if they don’t seem interested at first.
When you get better at sales and change the way you approach your conversation, you’ll notice that you sell more and increase your close ratio. Do you have any other strategies to improve the sales process? Let me know!