Sales Techniques and Other Useful Information for Salespeople

Whether you're considering becoming a salesperson or you've been working in the field, it helps to learn about the latest sales techniques and tips. Trying various methods can help you decide which ones work best for you. Discover techniques every salesperson should know, learn about different sales personality types, and discover what makes an effective salesperson. 

9 successful selling techniques

As a salesperson, you can benefit from several reliable sales techniques. Whether you're selling a product or service, you may find the following techniques helpful: 

1. Understand your market.

Understanding your market involves identifying your target audience and recognizing their needs and pain points. Be aware of your competition as well, and know how your product or service compares in terms of value. 

Read more: What Is a Target Market? And How to Define Yours

2. Follow your sales cycle. 

Each step of selling a product or service makes up a sales cycle. A sales cycle provides a consistent sales strategy, which companies can track and amend as needed. While sales cycles differ from company to company, many have similar steps. 

This sales cycle example consists of seven steps:  

1. Generate a customer lead.

2. Make contact with the potential customer.

3. Qualify the customer as a realistic prospect.

4. Introduce your product or service.

5. Address challenges or objections.

6. Make the sale.

7. Obtain a referral from the customer.

Read more: What Is a Sales Cycle? And How to Use It More Effectively

3. Become an expert on your product or service.

Knowing all you can about a product or service is important when selling it. Understand how it works and how it can benefit your customers. Know the best ways to use it and how it is better than the competition or a previous product or service you may have offered. Becoming an expert on a product or service helps instill trust in your customers. 

4. Be aware of body language. 

Being aware of body language can help make your customers more comfortable and boost your ability to make a good impression. Try mirroring a customer's posture and expressions and their speaking tone and volume. To show you're listening to your customer, make eye contact and affirm statements with a verbal comment or nod.

5. Focus on problem-solving.

When selling to a customer, focus on the problems your products or services can solve. Focusing on problem-solving can change your role in your customer's eyes from seller to helper, and your conversation may seem less like a sale and more like talking with a friend.

Read more: 7 Problem-Solving Skills That Can Help You Be a More Successful Manager

6. Tailor each sales pitch.

The more you know about a potential customer in advance of your sales pitch, the more you can tailor your pitch to the customer. Therefore, make sure you've done your research on them and their potential needs. In addition to conducting a qualifying interview, you can search for your customer online and check their professional and personal social media platforms. 

7. Tell a story.

Rather than listing a product or service's features and prices, try telling a story. This practice makes selling more personal. You can tell a story about how the product or service benefits you or make the potential customer part of your story. Once you find a story that customers respond to, you can tailor it for each sale. 

8. Anticipate challenges and objections.

If you anticipate challenges and objections, you can circumvent them. Once you have some experience selling a product or service, you'll likely hear similar challenges or objections from prospective buyers. 

To bring these challenges or objections into the conversation before the prospective buyer does, consider using phrases like:

• "I know you're busy, so I'll only take two minutes of your time."

• "Although the service you're using might be less expensive, let me tell you why ours is better."

• "Some people I've met with have concerns about a contract, but we have several different contract options." 

9. Ask questions.

Asking questions shows a potential customer you're interested in what they have to say. To identify a buyer's needs and desires, follow these suggestions:

• Ask open-ended questions that require an explanation.

• If you need to rule out information quickly, ask closed questions that require a "yes" or "no" response.

•  If you need more information on a specific topic, ask follow-up questions.

Who uses sales techniques? Four sales personality types 

Salespeople often fall into one of four personality types: amiable, analytical, assertive, or expressive. At different times, successful salespeople exhibit traits from each personality type: 

1. Amiable: An amiable salesperson seeks to form a connection with potential buyers. Common traits associated with this personality type include patience, friendliness, good listening skills, and a calm demeanor. 

2. Analytical: Analytical personality types have a serious and somewhat impersonal manner. They typically rely on facts-driven information and often take a patient yet direct approach to sales.  

3. Assertive: An assertive salesperson likes to be in control and focuses on getting results. Adjectives associated with this personality type include "talkative," "competitive," and "determined." 

4. Expressive: Often referred to as "people-pleasers," expressive personality types approach each sale with positivity and enthusiasm. Traits associated with an expressive salesperson include creativity, loyalty, and spontaneity. 

Tips for selling to these four personality types

Customers also fall into these personality types, so it helps to know how to modify your selling techniques for each type. Consider these tips for closing the sale:

• Amiable customers: Focus on building a connection through stories instead of overwhelming the customer with facts and figures. 

• Analytical customers: Provide plenty of facts and figures, and be calm, patient, and direct.

• Assertive customers: Be respectful and prepared, and make your points quickly and succinctly. 

• Expressive customers: Be friendly and enthusiastic, and focus on quality—not quantity—when providing information. 

Core characteristics of successful salespeople

Achieving success in sales can help to have certain core characteristics. These include: 

• Concern for customers

• Confidence

• Curiosity

• Good listening skills

• Good social skills

• Honesty

• Humility

• Optimism

• Persistence

• Resilience

Soft selling and its benefits

Many successful salespeople rely on a technique called soft selling. This calls for a friendly, conversational approach and focuses on positive aspects of selling, like the usefulness of a product or service and how it can make a customer feel. 

Soft selling offers a number of benefits, including:

• Improved customer relationships

• Higher brand awareness 

• Greater trust in a brand

• More brand loyalty

Getting started on Coursera

Learning various sales techniques and tips can help you understand your customers better and ensure success in sales. An online course can provide even more information about selling and sales methods. 

To start a career in sales or enhance your current one, consider earning the Sales Development Representative Professional Certificate from Salesforce on Coursera. This self-paced, five-course series doesn't require experience or a degree. You'll learn to converse with and interview potential customers, create customer profiles, and develop call scripts and effective sales emails.