Selling is an art
The disruption of the last year has enforced the use of new sales tactics. Changes in selling that business would normally expect to effect over years have taken place in weeks and days. With the new reality of remote selling and building customer relationships virtually, different sales tactics are now having to be adopted, as the focus shifts to strengthening customer relationships and Customer Lifetime Value. Although the crisis was unforeseen, the changes that sales professionals are making are not completely new.
When it comes to selling there are those that believe it is all about a slick pitch and a winning personality, to push your product and close the sale by persistence and countering any objection along the way. This simple form of selling is known as the 5P model (Product Pushing through Personality, Persistence and Price) or Closing Sales Model and was borne in the 1950’s but still used today in high-pressure sales environments.
So it’s worth considering some of the many selling models that exist. Something that may help you to put a name to your current method or discover a new model to deploy as you drive your business forward. Which and how many you use will depend on your product or service and the types of objections you receive from prospective customers. There are many models, but here are 6 of the most used.
Value-Added Sales Model – a strategy that emerged to help overcome price objection. Where, once price is raised or anticipated as a barrier to selling a value-added incentive is introduced to increase the value v price proposition. Often used in conjunction with the 5P and Closing Sales Model.
Relationship Sales Model – based upon building a relationship, by engaging with the same prospect repeatedly and over an extended period of time. Getting to know the customer (and them you) at both a professional and often personal level. Key to this is to understand the customers’ business and personal boundaries to avoid violating them.
Personality Style Model – based on recognising that different personality types prefer their own particular style of engagement; providing structure and enhancing the Relationship Sales Model. Making the relationship more valuable through personalisation and attention to detail.
Problem-Solving Sales Model – here the sales professional asks both open and closed questions, probing for problems to solve and ‘hot buttons’ to press. Which, once discovered will have solutions presented that resolve the problem or help to achieve the customers goal.
Consultative Sales Model – this model requires you to have a proven track record and strong in-depth knowledge of your product or service. With which you can work to more fully understand the customers’ business needs, goals and aspirations. From which a more optimised solution can be defined and presented to meet this need.
Partnering Sales Model – a strategic collaborative model. Whereby you partner with another business, typically where your products or services are complimentary and collectively add value for the customer to strengthen your join proposition. Whilst partnering is not a legal partnership it does require a high degree of trust and a balanced return that does not significantly favour one partner over the other.
Selling is an art and being a Sales Professional, something to admire. Like most things it is a skill learnt and honed over time. Those that do prosper, as do the businesses that recognise and reward this talent.
