Successful sales representatives depend on a diverse range of sales skills, from presenting the value of a product’s offering to identifying the needs of prospective customers through active listening.
Whether you’re new to a sales role or a seasoned sales rep looking to finetune your skills, here are 10 essential sales skills that to master.
Essential sales representative skills for success
1. Building authority
Potential customers are more open to the sale if they view you as an authority on the subject. Demonstrate your expertise to clients by providing valuable insights specific to the issues faced. For instance, rather than reiterating the problem, offer your viewpoint on the possible root cause of the issue and use relevant statistics to support your point (and the solution you are selling).
2. Present value over price
Prospective customers will naturally gravitate to more affordable products or services. So, how do you sell a product that is not necessarily the cheapest on the market?
The key is to focus on outcomes, not price. When prospective clients focus on costs, shift the conversation towards the outcomes – whether it’s higher quality leads, reduced turnaround times, or greater security. A good salesperson knows how to present the value of the product in a tangible way to clients.
3. Active listening
Before presenting your sales pitch, take the time to listen to the client’s needs. Active listening involves giving clients the space to explain the situation so that you can better identify pain points. Ask questions that encourage the client to provide more context about the circumstances or issues faced. Gaining more context will allow you to adapt the sales process to address the client’s needs directly.
4. Storytelling
Rather than listing the benefits offered by the product, shape a narrative that reflects the client’s situation. Case studies can be used to showcase the real outcomes of a product. According to a study by the Content Marketing Institute, 73% of B2B buyers say that case studies are a key influence in the decision to purchase.
Use examples of clients in similar situations who have benefited significantly from the product – this not only makes the product’s value more tangible but also helps prospective customers envision how the product can resolve issues.
5. Investing in the right opportunities
Each sales inquiry has a different potential for conversion – some clients may still be in the research phase, while others may be ready to commit to a solution. A successful sales rep knows how to identify high-potential leads and directs more sales effort toward conversion.
Don’t be afraid to ask direct questions to clarify the client’s needs and requirements. If a client is looking for services outside of the scope of your offering, it’s unlikely that the client will come on board, regardless of how skilled you are at presenting the product or service. Focus on prospects whose needs (and budget) align with your service offering.
6. Following up with prospects
Closing a deal involves multiple touchpoints – only 2% of sales occur at the first meeting between sales reps and prospects (IRC Sales Solutions). The vast majority of sales opportunities are found during the follow-up process, which is why sales reps must take the time to reach out to prospects and prompt a response.
Following up with a prospective client is as simple as sending an email or making a phone call a few days after the initial meeting. Aim to follow up within 5 days of the initial meeting. Silence is not always a sign of rejection, and buyers often just need more time to make a decision.
7. Defusing resistance
Prospects will usually express some resistance to the offering, whether in terms of cost or service arrangements. In addition to expecting this resistance, sales representatives must know how to tactfully defuse objections without closing off a sale opportunity.
Avoid getting into an argument with prospects, as this can hurt your chances of building rapport and closing the sale. You should only correct a client if the resistance is based on an incorrect understanding. In that case, you can turn the conversation around by sharing information that shows a different perspective.
8. Closing sales with certainty
When you’ve got a prospective buyer who is ready to commit, don’t rush the process of closing the sale. Poor communication and vague terms during closing can cause buyers to question the purchase decision and lead to cancellations.
Effective sales reps provide clear next steps during the closing stage of the sale by confirming details such as start dates, payment arrangements, and service expectations with clients. This confirmation provides assurance for buyers and establishes a solid foundation for a strong business relationship.
9. Layering agreements
Ask questions that encourage prospective buyers to say “yes.” Open-ended questions like “Are you interested in how this service can help?” provide prospects with the opportunity to give a negative response. Instead, pose questions like “How are you looking to benefit from this service?”, which guide the conversation towards a positive outcome. The aim is to encourage clients to respond positively to the solution that your product or service offers.
10. Simplifying decisions
Prospects consider a wide range of factors during the decision-making process. Research by ChartMogul revealed that SaaS companies with fewer pricing packages (3-4) experienced a 30% higher conversion rate compared to companies that offered more pricing tiers.
Simplifying the decision-making process for prospects can lead to higher conversions, meaning that sales reps should focus on helping prospects find a suitable solution.
Mastering sales skills involves more than just a surface-level understanding; it requires knowing how and when to apply each skill during the sales process. Whether you’re new to sales or a seasoned sales rep, learning from experts in the field is one of the best ways to refine your sales skills. At Entry Education, our online sales skills course provides in-depth insights and practical tips for the above sales skills and more.
