Close More Deals by Using These 5 Traditional Sales Techniques
Marketing automation is a very powerful tool. It could generate leads for your business, it could warm the doorknob for your salespeople, and it could help you close more deals. But in the end, marketing automation isn’t a stand-alone tool. In other words, you cannot just set it and forget it. You have to help things along. With that in mind, here are five traditional sales techniques to keep in mind when your marketing automation campaign begins delivering the leads you’re looking for.
Do not start by talking about your company, your product, or your services
I know that sounds counter-intuitive, but it is one of the most powerful techniques you could use. After all, what is it that people are interested in? Are they most interested in you? Absolutely not. They’re most interested in themselves. So, with that in mind, you should talk about their company & their needs, not about your company or your needs.
Ultimately, your aim is to discover your prospect’s pain point so that you could show that your product or service is a good method for them. Which leads us to our next tip.
Do not assume that the prospect knows what the actual problem is
In many cases, your prospect can talk about the symptom they have rather than the real problem. Here is a case in point. A friend of mine who’s a consultant was pulled in to solve a productivity problem at a manufacturing plant. “the assembly line needs to run faster in order to get more product out the door, but we cannot afford to upgrade the machinery, so we are stuck in a bind,” they said.
But it turned out the problem was not with the machinery, it was with a fax machine which was located 2 hundred yards from the guy who processed the orders. Walking the 200 yards each hour to get the orders slowed production down significantly.
$50 and a new fax machine later, the company grew efficiencies by 5% which contributed $7.5 million to bottom line.
Which brings us back to the main point – do not assume that what the prospect thinks is the problem is the actual problem.
Practice the 70/30 rule
Many people who’re in sales have that job because they are very friendly. Friendly often translates into being talkative, but talking too much could be a hindrance if you are a salesperson. When you talk too much, you could come across as someone who is nervous/insecure about what it is you are selling.
A general rule of thumb is to do 30% of the talking while your prospect does 70%. That ratio allows you to listen to their pain points and then to respond to what it’s that they need (not what you need).
Use your 30% wisely
If you are going to practice the 70/30 rule, you are going to have to use your 30% wisely. After all, you will not have much time to speak if your prospect is doing almost the talking.
What should you do with your 30% of the time? Do not do a sales pitch. Instead, ask questions. Do what your doctor does when you go in for an exam – he/she will ask a series of questions that help them zero-in on what your health problem is. When you ask questions of your prospect, you are zeroing in on what the problem is, which will ultimately lead you to a method (that you happen to be selling at a reasonable price, by the way).
Recognize that person-to-person marketing is your most powerful tool
At the end, people buy from people they like. No amount of slick brochures/fancy internet videos will sell your product/service if people don’t feel warm & comfortable around you.
How can you make people feel warm & comfortable? As mentioned already, talk about them. Take an interest in their desires & needs. Find commonalities with them. And be genuine – most people could sniff out when someone is turning on the charm to close a deal, so be sure to take a genuine interest in the prospect.
A final tip
Here is a bonus tip for you – be polite to other salespeople. When they email you/call you, they are just trying to make a living & feed their family, so be respectful to them. After all, what goes around comes around – if you are nice to other people, then other people would be nice to you.