For some, selling is an art. For others, a science. But if we asked you what selling is, what would your answer be?
Whatever you answer, the fact is that selling is an activity tied to creating value. So it can be refined to improve negotiations and, consequently, increase sales.
Do you want to sell more products and services but have no idea which negotiation tactics to apply in your company's day-to-day? Don't worry! Today's post explains, in detail, everything you need to improve customer relationships and sell more.
Happy reading!
The art and science of selling
The art and science of selling have existed since the beginning of the Agricultural Revolution. Before that period, people already bartered. However, it was around 5000 BC that humanity started using the first metals as currency.
Since then, the practice of selling has evolved and, along with it, consumers' buying needs and behavior.
Until recently, companies were used to one specific kind of service: the customer walked into a physical store to talk to a salesperson, asked a few questions about the product and, just like that, closed the deal.
Back then, consumers had a different buying behavior and different needs. And, of course, companies had no reason to change anything, because that was how things worked.
In recent years, however, technology has practically 'invaded' people's daily lives. Access to the internet and smartphones changed the way they buy products and services, as well as how they relate to salespeople and brands.
Since commercial transactions no longer work the way they used to, some companies tend to feel confused about how to act in the market — especially about which negotiation tactics to use to sell more.
And those tactics are exactly what we will talk about next.
5 negotiation tactics to increase sales
Some people seem to have been born with the gift of selling, plain and simple. They know how to approach the customer, what the customer's needs are, and which product is ideal to solve their pain points. Is that an art? We could say so. However, selling is also a practice that can be learned and improved over time, just like a science.
Below are 5 negotiation tactics your team can easily put to use:
1) Explore the benefits and differentiators of your products and services
Everyone is different and has distinct needs, right? That means that, to improve your odds in negotiations, you need to check whether your team is truly prepared to serve your audience.
When salespeople know what they sell, they can convey more confidence to the customer and clear up questions faster. Not only that — they can think of a solution that genuinely helps each specific case.
2) Have a sales playbook
Another negotiation tactic to increase sales is to establish a playbook with deadlines for follow-ups, customer contacts, and so on. With a playbook in place, the sales team will know exactly when it is time to act and, above all, how to act.
3) Use mental triggers
Mental triggers are external agents capable of provoking reactions in people. For Robert Cialdini, author of the book "Influence: The Psychology of Persuasion", there are 6 mental triggers considered highly effective in sales persuasion techniques. They are:
Reciprocity: if the salesperson does something good for the customer, the customer tends to return the kindness;
Consistency: the salesperson can offer a solution that matches the customer's positioning, motivating them to close the deal;
Social proof: by showing that other people have also adopted the solution and are satisfied, the customer may become more inclined to purchase the product or service;
Liking: the salesperson can walk through all the features and benefits so the customer grows fond of the product;
Authority: by lending more credibility to the sales pitch, the salesperson can increase the customer's trust in the brand and encourage them to close the deal;
Scarcity: by showing that the offer is exclusive or available for a limited time, the consumer may complete the purchase faster so as not to miss the opportunity.
4) Listen more and talk less
Another negotiation tactic that cannot go unnoticed is listening more and talking less. When people have room to express their wishes and opinions, they tend to feel more comfortable keeping the dialogue going and maintaining the relationship.
Once customers realize your salesperson is listening and genuinely cares about helping, they will be more inclined to buy a product and stay in touch with your company.
5) Use the SPIN Selling method
The SPIN Selling method stands for Situation, Problem, Implication, and Need. It is a sales methodology created in the 1980s by Neil Rackham, an England-born author, consultant and academic. It consists of a series of questions to be asked throughout the sales process to educate customers, qualify them, and turn them into potential buyers. Here are some examples:
Situation: "Have you ever used any product from our brand?" Here you should ask questions to discover the situation the customer is in;
Problem: "Did you run into any difficulty when using this product?" The goal of these questions is to find out whether the customer has ever had a problem with the solution;
Implication: "Did this happen only once, or was the problem recurring?" The purpose of implication questions is to uncover more information about the problems identified;
Need-payoff: "May I offer a more modern solution to replace your current one?" Here, need questions serve to offer the customer a better solution.
If, even with these negotiation tactics, you notice your sales are stagnant, you can also invest in tools that help you manage customer relationships.
An online management system like iZY, for example, can do that. The CRM has features that simplify internal communication, optimize business management, and improve the consumer's buying experience.
Originally published in Portuguese at useall.com.br.