Selling is basic to business, and not only in persuading external customers to buy. In all business situations, you can use established sales techniques to gain the agreement of others, enlist support, obtain resources, and overcome any opposition.
Soft Selling
All good selling is “soft”: you seek to establish a need and promise to fulfil that need. You can use this approach at work, and adapt your “sales pitch” to suit the situation. Techniques include:
- Exploring a situation by using questions and listening, rather than making statements;
- Letting others reply, even at the price of pauses;
- Showing sympathetic understanding if you encounter resistance – but persevering until the other person accepts your view.
Hard Selling
The old-fashioned old-selling method works by putting people on the spot and forcing them to make a decision. If you are trying to implement an idea at work, be positive and do hard selling when you get close to the deal. Hard-sell tactics include:
- Making a “final, final” offer;
- Stressing lots of opportunities;
- Emphasizing a competitive situation;
- Making a hard, clear proposition;
- Pressing for immediate agreement.
Selling By Written Word
Using written documents to sell – whether you are trying to sell a product by mail or are “selling” a proposal to colleagues follows some apparently paradoxical rules. For instance, indirect marketing to outsiders, long letters markedly outsell short ones. However, when sending internal memos, short documents are more effective. Long or short, explain at the beginning of the document why you are writing. Gain the reader’s interest, keep to the point, make your case convincing, and end with a clear, concise, clear and positive summary.
*Utilizing Computers
The personal computer has evolved as a powerful sales aid. For example, you can store the names and addresses of potential customers on a database, and even call up files relating to a client while you are talking to them on the phone. Having facts on screen can make you more efficient and help you close a deal. Computers are particularly useful for selling financial services: when details of a buyer’s finances are input, many programs will generate personalized proposals.
Tips:
- If you want to “soft sell”, make your point in the form of a question.
- Listen to objections from potential customers – they may give clues to help you make the sale.
- Ask a colleague to read your business letters to check they are clear.
- Approach any sale as a joint exercise between you and the buyer.
