10 Golden Rules of Smart Selling
Rule 1: Understand selling is an art and a science





Sales don’t happen by accident
Sales can be planned
More sales activity will lead to more sales
There is a process to selling
To sell effectively you need management and people skills for your business, staff and
customers
Rule 2: Know what you’re selling and who you’re selling it to



Preparation
customers / products / services / profitability / not flattering the top line unless for a reason Know your customer
Needs, wants, budget
Rule 3: Know where you’re going and how you’re going to get there


Preparation
Objectives & Measures – Plan
Rule 4: Remember that attitude counts



Helping people – understanding their needs
Greeting
6 questions to kick off the conversation
Rule 5: Understand that people buy people






We’re all different – personality types
Make friends
make the customer want to stay and talk / hear more
Remember your body language & mirroring
language – make it suit: visual, hearing, feelings based, with examples
Use the team if you have one
www.businessdoctors.co.uk
Rule 6: Ask the right questions in the right way

Which is more effective?
o Traditional approach:
 No prep
 Unenthusiastic, unprofessional greeting (Client 5%, Sales person 95%)
 Customer makes an enquiry, "what's your best price"
 Present the product features, "it's this and this and this and"
 Try to gain commitment (Would you like to buy it)
 Objections handled by cutting the price
 Negotiate ("Why won't they buy it?" - antagonistic)
 Close (no follow up)
o Dialogue-based approach:
 Ask Questions
 active listening, person asking q’s is in control
 open / closed
 obtain all relevant info about the customer need to enable us to promote best
value solution to meet their needs
Rule 7: Sell benefits, not features



What will it do for the customer
How will it help them
If you put yourself in their shoes they are listening to the radio –What channel? [reveal]
WIIFM
Rule 8: Always be closing




Remember your ABC – Always Be Closing - Ask for the Order – if you don’t ask you don’t
get?
Why don’t you ask?
Afraid of rejection (picture the girl next door…)
Is a customer saying ‘No’: is ‘No’ a good thing or a bad thing? ‘No’ is a good thing as it stops
you wasting your time and move on to the next love match
Rule 9: Motivate & reward yourself & your team



Who finds managing their sales staff a challenge?
o Have the right ream––- RRRR
Engage them
o ask their opinion
o Remember your manners! Say a simple thanks it does wonders
o More carrot not stick, leadership style
Celebrate success
o Understands what motivates them
 Pay (reward them (graph of how important pay is?)
 Non-pay
o Set them sales challenges – individually and as a team (link to your plan)
Rule 10: Settle on your own winning formula

Measure, evaluate, control, experiment, plan, implement
www.businessdoctors.co.uk