Sales Training in Malaysia – Simple 5W’s Guidelines to Selling
I always tell my client this “Sales is everywhere, from the moment you were born, you started selling yourself”. Before you continue reading, I want you to set your expectation clear – this article alone cannot help you to close every single sales deal that you meet. This is more of a guideline to help you discover the selling process. While you are reading, do take some time to think of what are the stuff that works for you and what does not work while selling. Now, have fun with the 5W’s of selling.
Knowing who you are trying to market or sell your product to might seem obvious, but it’s imperative not to be overlooked. If you are in the early stages of negotiation, or are perhaps yet to officially meet with the client, make sure to do some background research. Not only will this help paint a picture of your client, but also surprise them with insight about their brand on your very first visit.
It’s also vital to know who (I mean exactly WHO) you are dealing with. You should have an idea who should be the key decision maker that will say “Yes” to your product or services. Which department should you speak to? Try to set an appointment with the key decision maker, or at least the person reporting directly to the key decision maker. Find out who is, why and how you can help get the ball rolling.
If you don’t know your product inside out, then you shouldn’t be selling it – it’s as simple as that. As a salesperson, you represent the face, values and ideas of the brand to either the businesses you are dealing with or individual consumers, so make you sure you get it right. If you don’t have a complete understanding, how can you possibly convince them to go into business with you? It’s easy to spot sales person who does not know about their product.
Besides the product knowledge, prepare a list of frequently asked questions and the answers for them. (You know they will ask these questions, why not prepare the answer?) An outstanding salesperson will prepare at least 2 answers to the same questions. Some of the questions are: Why is your product the perfect fit for their business? Why should they choose you over the competition? Are you already working with an industry leader in that field?
This extends beyond seasonal use of your product (I mean, if you sell Durian, it should be fairly obvious when to reach out to retailers…) to getting to know your customer. What day, week, month or even time of year are they more likely to buy? If January is a busy month for your client, then make sure you have the resources ready to meet their demands. Not only does this show insight on your part, but also helps you manage your time, or that of your sales team more effectively.
Even if you’re operating off of a shoestring budget without the means for the 5-star caviar and cuvée (which I assume is most of us) it doesn’t mean you can’t suit-up. There are plenty of cosy cafes, busy bars and popular restaurants that certainly beat the office without breaking the bank. It’s a small detail, but setting a good impression goes a long way in establishing real, lasting relationship with your customers. More importantly, your client does not get distracted by the office calls and their colleague running in and out. But, make sure you avoid noisy cafes.
Why is your product essential for their company? This is probably the most fundamental sales query of all. Get to know this inside out, upside down – whichever way you want it, but remember, this is not a product audition. Make sure to reflect how this will benefit their company, specifically, using examples. Yes, your product may be the best on the market, but it doesn’t give you license to go storming off, glorifying its features to anyone who’ll listen to you – especially if they’re not relevant to the client. Keep it tight, keep it succinct and you’ll soon see the benefits.
Please take into account that this was simply designed as food for thought, to provide a solid base for you to build your own sales repertoire upon. As Sam Walton, the founder of Walmart once said “The secret of successful retailing is to give your customers what they want.”
Start practise and sell good!