Trying to convince someone to buy your product or service is more than just about putting in the basics of persuasion. Persuasion encompasses a variety of communication and trust-building skills to bring people around to your way of thinking. Learning how to convince people in sales starts with, on a very simple level, building a relationship with that person. Starting a relationship with somebody who doesn’t believe they need your product or service is tough, and this is where some of the following tactics and techniques can ensure that you build that relationship.
Summary:
- The market is oversaturated with noise making buyers more discerning than ever.
- To sell authentically you need strong communication skills, confidence to make more sales and build lasting relationships with your clients.
- Sales skills provide stability in any economy, helping you adapt to market shifts and stay competitive.
- Sales Skills enhance leadership development by improving influence, problem-solving and inspiring others towards action.
No matter what industry you’re in, sales skills are essential. Whether you’re pitching an idea, negotiating a deal, or simply trying to make an impact, your ability to communicate, build relationships, and confidently convey value can make or break your success. In any economy, booming or (like right now) uncertain, sales skills provide stability, open new opportunities, and enhance leadership development. Which is why building your ability to sell is the key to standing out, securing success, and navigating today’s competitive world with confidence.
Sales Is the #1 Life Skill
Let’s be real—if you can’t sell your ideas, your services, and yourself, you run the risk of becoming invisible.
In today’s noisy economy, being invisible is the fastest way to being left behind. Many people think that selling is only for sales professionals, but the truth is that we are all selling every single day. Whether you’re negotiating a pay raise, convincing a team to adopt a new strategy, or influencing a client to choose your product for the value it brings; sales skills are at the core of your success.
Sales isn’t about pushy or sleazy tricks—it’s about understanding people, solving problems, and communicating value effectively. The more confidently you can present ideas and navigate conversations, the more opportunities you create for yourself. Mastering these skill allows you to make more sales, increase your influence, and establish yourself as a leader in your field.
If you are thinking that you can’t build you ability to sell quickly, then trust me now and believe me later, you can.
The Role of Communication in Sales Success
At the heart of every great salesperson, leader, and influencer is one common skill—communication. The ability to clearly articulate your message, listen actively, and engage with others in a meaningful way is what sets successful individuals apart. Sales is about building relationships, and relationships thrive on strong communication.
Key elements of effective communication in sales:
- Active Listening: Truly understanding a prospect’s needs before offering solutions.
- Storytelling: Framing your message in a way that resonates emotionally and logically.
- Clarity & Confidence: Expressing ideas concisely with conviction.
- Non-Verbal Cues: Mastering body language, tone, and eye contact to reinforce trust.
No matter how great your product or service is, if you can’t communicate its value effectively, you’ll struggle to close deals and inspire action. When you improve these skills, you naturally make more sales and build stronger relationships with clients and colleagues alike.
Confidence: The Secret to Sales & Influence
Confidence is one of the most powerful soft skills you can develop. In sales and leadership development, your level of confidence directly influences how others perceive you. When you speak with confidence, people trust you more, listen more attentively, and are more likely to follow your lead.
Many people hesitate when it comes to selling because they fear rejection or sounding too aggressive. But confidence in sales doesn’t come from being pushy—it comes from truly believing in what you’re offering and communicating it with certainty. Confidence allows you to:
- Handle objections without getting flustered.
- Stay composed during high-stakes conversations and trust that your prep work is sufficient.
- Build trust faster and establish authority in your industry.
- Close deals with ease because you project certainty in your solutions.
- Trust that you are the leading authority.
When you feel confident in your ability to communicate, you naturally make more sales and increase your impact.
Why Soft Skills Are the Key to Selling & Leading
Technical knowledge and product expertise matter, but what really sets top salespeople and leaders apart is soft skills. These are the interpersonal abilities that allow you to connect, and influence effectively. In fact, many hiring managers and executives rank soft skills higher than hard skills when it comes to long-term success.
Essential soft skills for sales and leadership:
- Empathy: Understanding the emotions and needs of your audience.
- Adaptability: Adjusting your approach based on the person or situation.
- Emotional Intelligence: Recognising and managing your own emotions and those of others.
- Infulence: Inspire others to act in a way that feels natural and ethical.
- Resilience: Handling rejection and setbacks without losing motivation.
- Conversation skills: A two way conversation requires the ability to go deeper and ask questions that inspire thoughtful answers.
When you combine strong communication with these soft skills, you don’t just become better at selling—you become a stronger leader, a better negotiator, and a more influential professional. More importantly, you make more sales by creating real connections and trust with those you engage with.
Leadership & Sales: The Overlapping Skill Set
Many people don’t realise that the best leaders are also the best salespeople.
Leadership is essentially the ability to influence, inspire, and move people to take action—and that’s exactly what great salespeople do.
Whether you’re a business owner, a team leader, or an aspiring executive, your ability to sell ideas, align people with a vision, and drive action will define your success. Sales skills help leaders:
- Motivate teams and get buy-in on initiatives.
- Navigate negotiations and secure the best outcomes.
- Build relationships that foster collaboration and loyalty.
- Adapt and thrive in changing business landscapes.
By mastering sales and influence, leaders create workplaces where people feel valued, engaged, and motivated to perform at their best. And as a leader, when you refine your ability to sell ideas and strategies, you make more sales by influencing action in meaningful ways.
Why Sales Skills Matter in Any Economy
Economic uncertainty can make even the most confident professionals feel uneasy. However, sales skills provide stability and opportunity, no matter what the market conditions are. When you know how to sell:
- You create demand for your skills, making yourself indispensable.
- You can adapt to shifts in the economy by identifying new opportunities.
- You develop resilience and problem-solving abilities that keep you ahead of the curve.
- You never have to worry about job security because you have the ability to generate revenue.
Regardless of the industry, those who master the art of sales will always have a competitive edge. This is why professionals who make more sales are better positioned for long-term success, regardless of economic fluctuations.
Your Next Step: Mastering Confident Sales & Influence
If you’re ready to take your communication, confidence, and leadership development to the next level, then it’s time to invest in yourself. That’s why I’m inviting you to join our FREE 5-Day Confident Closing Challenge.
Starting April 7th, for just 20 minutes a day, you’ll learn how to influence, inspire, and sell without sounding “salesy” or pushy. Whether you’re a business owner, a team leader, or someone who wants to get better at communicating value, this challenge will show you how to:
- Stand out and close with confidence.
- Uncover what actually makes people say yes when you have the solutions they need.
- Build trust faster online, on calls, and in person.
Tired of being overlooked, underpaid, or underestimated? This is your moment. Click the link, save your seat, and let’s make confidence your new currency.
Learn More & Register HERE
FAQs
Sales skills ensure job security, adaptability, and long-term career success by helping you create demand, build relationships, and navigate economic changes confidently. Whilst many shy away from the field out of fear and the misconception that Sales are “icky and sleazy” there is a way that you can sell authentically and with intention.
Soft skills like empathy, emotional intelligence, and adaptability help build trust, improve communication, and make it easier to connect with clients and close deals. The ability to inspire a conversation is slowly leaving the workforce at a time when we may need it most. The marketplace is oversaturated with competition and if you want to make sales (the lifeblood of any business) then your ability to communicate is more valuable than ever before.
Absolutely! Sales and leadership both require influence, and strong communication skills to inspire teams towards action authentically. Life Puzzle’s Leadership & Influence Program is designed to cultivate a workplace culture that attracts and retains top talent by focusing on personal and professional growth at all organizational levels. Recognising that leadership and influence are deeply rooted in effective sales & communication this program emphasises practical exercises and personalised coaching to develop essential sales & communication skills.
Developing your soft skills is in demand, and now is the time to ensure that you are standing out. Refining your messaging ensures that you are talking to clients who are looking for what you have to offer and the solutions you can ensure. Think of it like SEO, you want to find more clients who are asking the questions that your product or service offers. Finally, focus on delivering value rather than just selling, it will ensure that you build your profile. Remember as always, confidence grows with experience and continuous learning.
Life Puzzle offers tailored and On-Demand Sales training that will help you refine your selling. For a comprehensive training, Confident Conversion: 90 days to More Cash, More Clients and More Impact is designed to help you build your business and your sales from end to end. If you are looking for something a little more express, then why not learn more about Ready Set Sell, 30 Day Sales Accelerator. If you are just starting out and want to see how Life Puzzle can help you make more says in just a few days then join the 5-Day Confident Closing Challenge, to sharpen your ability to communicate, influence, and make more sales effectively.
Further Reading
My best-selling Book, Confident Closing: Sales Secrets That Grew A Business by 400% in Six Months and How They Can Work For You! is FREE for a limited time on Kindle!
The book is based on my popular trainings which I presents online and in person.
These have dramatically increased the income and effectiveness of hundreds of participants. If you think selling is ‘icky’ and never want to be pushy or aggressive, but struggle to close sales and reach your monthly income targets.
This book will change your viewpoint… and, if you apply the principles you’ll find in these pages, it will also improve your results in every area of life as well as multiplying your income.
Summary:
- Words influence perceptions, decisions, and leadership impact.
- Effective communication is a learned skill that drives workplace success.
- Soft skills like active listening and emotional intelligence are often missing in the workplace.
- Adapting language to your audience improves influence and engagement.
- Leaders who master communication build trust, inspire action, and drive results.
Ever walked away from a conversation feeling misunderstood or worse, left someone feeling unheard?
The way we communicate, whether in leadership, sales, or everyday workplace interactions, shapes our success more than we realise. It’s no secret that there are varied degrees of skill when it comes to how we communicate. Those with influence seem to weave story and substance effortlessly when in reality, those grand TED Talks and Keynote Speeches are carefully constructed journeys. It’s true, there are some that have a natural inclination to be able to steer conversations but what is not widely known is that it is a skill that can be built and perfected. Life Puzzle offers focused Presentation or Speaker Training as part of our tailored Leadership & Influence Program and our Bespoke Speaker Training. Both programs are offered in-house and on demand but first, let’s dive deep into the hidden power of words and how they influence our personal and professional impact.
The Words You Choose Define Your Outcomes
A staggering 7% of communication is conveyed through words, while tone and body language make up the remaining 93%. Yet, that 7% forms the foundation of clarity, persuasion, and leadership. The right words can build rapport, drive decisions, and inspire action, while the wrong ones can create confusion, tension, or missed opportunities. If you’ve ever wondered, “How to communicate like a leader?”, the answer lies in mastering your words.
I often say, “Worlds are Our World”, they shape our experiences and how we convey that to others. The words we use to talk to ourselves are perhaps the most powerful but running close are the words we use to influence others and lead them towards outcomes.
Developing this skill in the workplace is vitally important from leadership to team. Many professionals excel in the technical aspects of their jobs but struggle with influence and persuasion. Your ability to communicate helps bridge the gap between knowledge and leadership, transforming passive conversations into powerful tools for progress and innovation. The challenge and the opportunity is being able to make every conversation one that leads your audience where you want them to go or galvanise to heights even you couldn’t have expected.
Communication vs. Simply Talking: The Leadership Edge
Many people talk, but few truly communicate. There’s a crucial difference between making noise and making an impact. Those who excel in communication understand that their role is not just to speak but to connect, engage, and build deep relationships of trust. Communication skills in the workplace are similar but encompass more than just talking; they involve active listening, empathy, and strategic messaging.
When addressing your team, do you say, “We need to do better,” or do you clarify and build context by saying, “To improve our results, we need to increase client engagement by 20% over the next quarter”? The former is vague and lacks critical thinking; the latter provides clarity, direction, and a measurable outcome. The startling difference shows a leader who has identified a strategy that inspires action and set a clear heading for others to follow.
Many leaders unknowingly use language that creates distance instead of connection. Simple shifts like replacing “but” with “and,” or mirroring a team member’s preferred communication style (visual, auditory, or kinaesthetic) can drastically improve engagement and performance.
Another often overlooked element is non-verbal communication. Eye contact, posture, and tone all impact how messages are received. Have you ever seen a leader whose words sound confident but whose body language suggests hesitation? Mixed signals can weaken authority. Strengthening by drawing links involves aligning both verbal and non-verbal cues. Anchoring experiences with your audience can bring life to a metaphor and pinning those experiences on the varied communication styles is equally as powerful.
Small tip: the next time you are giving your audience an opportunity to draw up notes or develop a plan, use music that inspires focus and visualisation. When we visualise an outcome, we are ‘stepping into’ that frame.
Soft Skills That Are Missing in the Workplace
We have come a long way in the last 10 years when it comes to technological advancement. Technology that was in it’s infancy pre-2020 is now jumping ahead of the workforce faster than teams can adapt and implement. Whilst most of us are marvelling at the speed Open-Ai can create a months worth of Social Marketing Content, it is working in the back ground of almost everything we do.
The rise of computer based learning and working has however created a growing rift in many industries. The most significant gap these advancements are leaving in workplace are human-centric skills. Leaders and employees alike are now struggling with:
- Active listening
- Emotional intelligence and maturity
- Clarity in message
- The ability to adapt and think on your feet, and more frighting,
- Confidence in speaking, one on one or to a group.
The reason you should be concerned about the lack of confidence in communicating one on one is that most service and product based businesses, rely on this skill to do even the most basic tasks, let alone conduct sales. The truth is that most people listen to respond, not to understand. When asked, younger generations entering the workplace have responded that conversations stir feelings of anxiety and fear with a preference to responding by text or message. The reason this is alarming is it shows the lack of tailoring conversations and quick thinking. Recognising and managing emotions in conversations takes emotional depth, understanding and mastery. Articulating thoughts in a structured, persuasive way requires a strategy and the ability to cater to different audiences.
In order to ensure that a younger workforce who is missing the guidance of older generations leave the workplace it’s necessary to ensure that we are training emerging leaders to understand that whilst technology will be the driving force in how we connect, work and play there will still be the need to clearly and concisely communicate. Whether you’re leading a team or presenting an idea, mastering this skill determines how effectively you can inspire and influence others AND interact with new and emerging technologies.
Imagine a workplace where employees hesitate to speak up because they feel unheard. Now, envision a workplace where open dialogue is encouraged, and leaders set the tone for clear, constructive conversations. The difference? Strong communication skills that create a culture of trust, respect, and collaboration.
How to Communicate Like a Leader: Influence & Inspire
At Life Puzzle we believe that Sales is the #1 Life Skill as we believe that we are all in the business of sales. Realistically, when you enter a sales conversation, you are communicating about value and influencing your buyer to believe congruently that you have the solution to their problem and in truth, every conversation you have is a sale of influence.
Communication isn’t just about words—it’s about how those words are delivered and received. Skilled leaders understand the power of tone, pacing, and storytelling. Here are some key techniques to build a culture of skilled communicators:
Future-Pacing Conversations
Instead of saying, “We need to improve,” try, *“Imagine the impact we’ll have when we improve our client response time by 20%. It means happier clients, higher retention, and a stronger team.” Future-pacing helps listeners visualise the benefits of action, increasing motivation and buy-in.
Framing for Outcomes
Great communicators start with the end in mind. Instead of vague instructions, they use specific framing. To understand more how you can use this powerful communication tool, you can watch a Webinar that I did recently with Peter Cronin on the subject HERE (https://3sales.me/framing)
Mastering Tonality for Authority & Trust
Did you know that ending sentences on an upward tone makes you sound uncertain? Leaders who project confidence use a downward inflection, ensuring their words sound definitive rather than questioning.
Using the Right Modal Operators
Words like “try” or “might” weaken authority. Instead of saying, “I’ll try to send that report,” say, “I will send the report by 3 PM.” If you are leading a team, be one that your team can depend on. (in the wise words of Yoda – DO or DO NOT, there is no ‘try’)
The Power of Storytelling
Stories resonate more than facts. If you want to inspire action, frame your point within a relatable story. A leader who shares a personal challenge and its resolution creates emotional connection and engagement. They also give those looking for a mentor a framework for success.
Understanding Different Communication Preferences*
Some people process information visually (Visual communicators will respond more deeply when asked “Can you see the big picture?”), while others respond to auditory cues (“Does that sound good to you?”) or kinaesthetic language (“Let’s walk through this together.”).
Recognising and adapting to these preferences enhances rapport and understanding.
*In Neuro-Linguistic Programming (NLP) this is a powerful way of tailoring your communication to land firmly. If you want to learn more about Communication styles, we at Life Puzzle developed a short tool to help you HERE.
Unlocking Your Communication Superpower
Language is an underrated superpower in leadership and business success. It’s not just about saying the right thing—it’s about saying it in a way that lands. Life Puzzle’s tailored training can refine these abilities, but practice and implementation is key.
To improve your communication abilities today:
- Notice how your tone and word choices impact others.
- Actively listen instead of mentally preparing your response.
- Adapt your language to the person you’re speaking with.
- Frame requests with clear outcomes.
- Use storytelling to create connection and influence.
Strong skills in the workplace aren’t just about technical expertise; they’re about how effectively you engage and lead. Words are powerful tools—when used intentionally, they unlock success, build trust, and elevate leadership impact.
So, the next time you communicate, ask yourself: Am I just talking, or am I truly connecting?
Frequently Asked Questions (FAQs):
Leaders can combat the erosion of soft skills by implementing a structured communication skills course that focuses on active listening, empathy, and adaptability. Encouraging mentorship and providing real-world opportunities to practice communication abilities fosters continuous improvement and ensures long-term impact.
To improve communication skills in the workplace, leaders should prioritise clarity, openness, and active listening. Establishing feedback mechanisms, using storytelling for engagement, and adapting communication styles to suit different audiences all contribute to a stronger team dynamic and increased collaboration. Good Team Rhythm includes structured and organised meetings to discuss strategy, develop a sharp agenda to ensure you stay on point and encourage open dialogue, round robin chairing and Mastermind Learning to supercharge these sessions for maximised productivity.
A deficiency in emotional intelligence often leads to misunderstandings, unresolved conflicts, and low morale. Leaders who struggle with this may face difficulties in building trust and fostering a cohesive team culture. Remember that a culture of continuous improvement means that even Leaders need to upskill too. To adapt and level up your communication, see the further reading included in this post, in particular, Radical Candour by Kim Scott
These titles have been selected and curated from our Tailored Leadership Program’s Executive Leadership Mastermind. To Learn more about this program CLICK HERE.
Adaptability in communication is key to skilled leadership as it ensures leaders can effectively convey messages across diverse teams and situations. Leaders who tailor their approach based on audience preferences be that visual, auditory, or kinaesthetic, create stronger connections and improve message retention. The best presentations hit all of these emotional queues with ease. Consider developing a series of powerful metaphors that you can use to inspire, align and galvanise your audience.
Life Puzzle offers tailored Speaker and Presenting training, learn more HERE.
Regular, constructive feedback is essential for developing strong communication skills and adaptability. Leaders who offer specific, actionable feedback create an environment where continuous learning is valued, fostering professional growth and improved communication across all levels of the organisation.
By focusing on these areas, leaders can effectively address the challenges posed by the decline of soft skills in the workplace, ensuring their teams remain engaged, communicative, and high-performing.
Examples of Great Communicators that will inspire you:
Studying exemplary communicators offers valuable insights into effective leadership communication. Here are a few notable figures:
Known as the “Oracle of Omaha,” Warren Buffett emphasizes clarity and simplicity in his communication. He believes that mastering the art of communication can significantly enhance one’s professional value. Buffett once told a class of business students that improving their communication skills could increase their value by 50% immediately. His annual letters to Berkshire Hathaway shareholders are lauded for their straightforwardness and transparency, making complex financial information accessible to all readers.
A dynamic motivational speaker and author, Mel Robbins is celebrated for her candid and relatable communication style. She connects with audiences by sharing personal experiences and practical advice, making her messages both impactful and actionable. Robbins’ approach demonstrates the power of authenticity and vulnerability in building trust and inspiring change.
Renowned for his research on persuasion, Robert Cialdini has uncovered fundamental principles that make communication more influential. His seminal book, “Influence: The Psychology of Persuasion,” outlines strategies such as reciprocity, commitment, and social proof. Cialdini’s work underscores the importance of understanding human psychology to craft messages that resonate and persuade.
Dr. Brené Brown is a research professor, author, and speaker known for her work on vulnerability, courage, and leadership. Her personal, humorous, and deeply relatable communication style endears her to audiences worldwide. Brown’s TED Talk, The Power of Vulnerability, is one of the most-watched TED Talks of all time, demonstrating her ability to connect on an emotional level. By embracing authenticity, she inspires leaders to cultivate trust and meaningful connections in both personal and professional settings.
Further Reading:
At Life Puzzle, we believe that reading is one of the best resources when wanting to level up. We use the following reading list as part of our Leadership & Influence Program and have been curated for our trainings both in-house or with our strategic partners.
The Four Agreements by Don Miguel Ruiz offers a powerful yet practical guide to personal freedom and self-mastery. Rooted in timeless wisdom, it presents four simple but transformative principles that help break self-limiting beliefs, improve communication, and cultivate a mindset of clarity and confidence. This book isn’t about religion or mysticism—it’s about actionable insights that anyone can apply to navigate life with greater ease, authenticity, and resilience.
It is one of my personal favourites and can be enjoyed by all even if you are looking for the message and lessons it tells.
Happy reading and learning:
Impact Players: How to Take the Lead, Play Bigger, and Multiply Your Impact Paperback – Liz Wiseman
The Four Agreements: A Practical Guide to Personal Freedom – Don Miguel Ruiz
In the world of sales, human skills continue to hold a unique place that technology can’t replace. Understanding how to leverage these skills is key to success in the ever-evolving sales landscape. While AI offers tools that can enhance efficiency, the core of sales still relies on distinctly human abilities.
Key Takeaways
- Empathy and emotional intelligence are critical in building trust with customers.
- Active listening is essential for understanding customer needs and providing personalised solutions.
- Problem-solving skills help sales professionals address customer concerns effectively.
- Persuasion and negotiation require understanding client motivations and building a compelling pitch.
- Adaptability is crucial for thriving in changing sales environments and embracing new technologies.
The Power of Human Connection in Sales
The ability to connect with another human being on an emotional level is something that AI cannot replicate. The nuances of human interaction, including empathy, understanding, and trust-building, are critical components of successful sales strategies, as is the ability to tie facts, feelings, and outcomes together.
Understanding AI's Limitations in Emotional Intelligence
AI can analyse data, predict trends, and even mimic human interactions to a certain extent. However, it lacks the genuine emotional intelligence that humans possess. Emotional intelligence involves understanding and managing emotions, both in oneself and others, to communicate effectively and empathise with others.
For instance, when a customer expresses frustration or concern, a human sales professional can pick up on subtle cues, such as tone of voice or body language, and respond appropriately. This kind of nuanced understanding is beyond the capabilities of AI.
The Role of Empathy in Building Customer Trust
Empathy is the ability to put yourself in another person’s shoes and understand their feelings and perspectives. In sales, this skill is invaluable because it helps build trust and rapport with customers and it defuses the perception of arrogance. When customers feel understood and valued, they are more likely to engage positively and develop a lasting relationship with the brand respecting your authority and pre-eminence without feeling belittled.
Imagine a scenario where a customer is hesitant about purchasing a product. A salesperson with empathy can acknowledge the customer’s concerns, address them sincerely, and provide reassurance. This personal touch can make all the difference in closing a sale.
Personal Connections and Customer Loyalty
Building personal connections goes beyond just making a sale. It’s about fostering long-term relationships with customers that lead to loyalty and repeat business. When customers feel a personal connection with a brand or salesperson, they are more likely to return and recommend the brand to others.
For example, a customer who receives personalised follow-ups and genuine interest in their satisfaction is more likely to become a loyal advocate for the brand. These personal touches create a sense of belonging and trust that AI simply cannot replicate.
Communication Skills that Stand the Test of Time
Communication is at the heart of sales, and mastering effective communication techniques is essential for success. It’s not just about talking; it’s about listening, understanding, and responding in a way that resonates with the customer. If you feel that AI is beating you at this, then you will definitely want to refine your listening skills and learn to focus on what other people are saying rather than preparing your response without listening first.
Active Listening Techniques
Active listening is a skill that involves fully concentrating on what the customer is saying, understanding their message, and responding thoughtfully. It’s about being present in the conversation and demonstrating genuine interest in the customer’s needs and concerns. This is one of those skills that overflows into all of your relationships.
Here are some key techniques for active listening:
- Maintain eye contact: This shows that you are engaged and interested in what the customer is saying.
- Ask open-ended questions: Encourage the customer to share more about their needs and preferences.
- Paraphrase and summarise: Repeat back what the customer has said to confirm understanding and show that you are listening.
Example: A customer expresses concern about the durability of a product. Instead of just reassuring them, the salesperson asks, “Can you tell me more about your concerns regarding durability?” This invites the customer to share specific details, allowing the salesperson to address them more effectively.
Effective Communication Strategies
Besides active listening, effective communication involves conveying information clearly and persuasively. It’s about tailoring your message to the customer’s needs and preferences, ensuring that they understand the value of your product or service.
Here are some strategies for effective communication:
- Use simple language: Avoid jargon and technical terms that might confuse the customer.
- Be concise: Get to the point quickly and avoid unnecessary details.
- Focus on benefits: Highlight how the product or service can solve the customer’s problem or meet their needs.
By mastering these communication skills, sales professionals can build stronger connections with customers and enhance their overall sales performance.
Offering Tailored Solutions
Offering tailored solutions is a cornerstone of successful sales. It requires understanding the specific needs and challenges of your customers and emphasising products or services that meet those needs. By customising your approach, you demonstrate that you value the customer’s unique situation and are committed to finding the best solution for them.
To offer responses that are tailored to their needs, start by gathering as much information as possible about the customer’s business, industry, and pain points. This might involve asking detailed questions, conducting research, or even visiting the customer’s site to gain firsthand insight.
Once you have a clear understanding of the customer’s needs, present your solution in a way that directly addresses those needs. Highlight the specific features and benefits of your product or service that align with the customer’s goals.
- Research thoroughly: Understand the customer’s industry and specific challenges.
- Ask detailed questions: Get to the root of the customer’s needs and pain points.
- Customise your proposal: Align your product’s features with the customer’s goals.
Managing Customer Objections
Customer objections are a natural part of the sales process. They provide an opportunity to address concerns, build trust, and ultimately close the sale. The key is to approach objections with a positive attitude and a problem-solving mindset.
When faced with an objection, listen carefully to understand the customer’s concerns. Ask clarifying questions if necessary, and acknowledge their feelings. This shows that you respect their perspective and are willing to work with them to find a solution.
After understanding the objection, provide a thoughtful response that addresses the customer’s concerns. Use evidence, testimonials, or case studies to support your claims and reassure the customer of the value of your product or service.
The Art of Persuasion and Negotiation
Persuasion and negotiation are essential skills for sales professionals. They involve convincing the customer of the value of your product or service and reaching a mutually beneficial agreement. Mastering these skills requires understanding the customer’s motivations and effectively communicating the benefits of your offering.
Building a Persuasive Sales Pitch
A persuasive sales pitch is more than just a presentation of facts and figures. It’s about telling a compelling story that resonates with the customer’s needs and desires. To craft a persuasive pitch, start by identifying the key benefits of your product or service and how they align with the customer’s goals.
Use storytelling techniques to illustrate the value of your offering. Share success stories or testimonials from other customers who have benefited from your product. This helps the customer visualise the positive impact your solution can have on their business.
Mastering Negotiation Techniques
Negotiation is an art that requires patience, flexibility, and strategic thinking. The goal is to reach an agreement that satisfies both parties while maintaining a positive relationship. Effective negotiation involves understanding the customer’s needs, setting clear objectives, and being willing to compromise when necessary.
Before entering a negotiation, prepare thoroughly by identifying your priorities and potential concessions. During the negotiation, listen actively to the customer’s concerns and be open to alternative solutions. Aim to create a win-win situation where both parties feel satisfied with the outcome.
Understanding Client Motivations
Understanding client motivations is key to successful persuasion and negotiation. Every customer has different reasons for considering a purchase, whether it’s solving a problem, improving efficiency, or gaining a competitive edge. By identifying these motivations, you can tailor your approach to address their specific needs.
To uncover client motivations, ask open-ended questions and listen carefully to their responses. Look for underlying themes or concerns that drive their decision-making process. Once you understand their motivations, position your product or service as the ideal solution to meet their needs.
Example: A client is hesitant to invest in new software due to budget constraints. By understanding their motivation to improve operational efficiency, you can highlight the long-term cost savings and increased productivity your software offers.
By focusing on client motivations, you can create a more compelling and persuasive sales pitch that resonates with the customer and increases the likelihood of closing the sale.
Adaptability in Ever-Changing Sales Environments
The sales landscape is constantly evolving, and adaptability is crucial for success. Sales professionals must be able to adjust their strategies and approaches to keep up with changing market conditions, customer preferences, and technological advancements.
Adaptability involves being open to new ideas, learning from experiences, and embracing change as an opportunity for growth. It requires a willingness to experiment with new techniques, tools, and technologies to improve sales performance. For more insights, read about how AI can enhance the essential human element in sales.
Adjusting Strategies for Different Industries
Different industries have unique characteristics and challenges, and sales strategies must be tailored accordingly. What works in one industry may not be effective in another, so it’s important to adapt your approach based on the specific needs and preferences of each industry.
Start by researching the industry to understand its trends, competitors, and customer expectations. Identify key pain points and opportunities for growth, and adjust your sales strategy to address these factors. By tailoring your approach to the specific needs of each industry, you can increase your chances of success.
Handling Unexpected Challenges
In sales, unexpected challenges are inevitable. Whether it’s a sudden change in market conditions, a new competitor, or a shift in customer preferences, sales professionals must be prepared to adapt and respond effectively.
When faced with a challenge, stay calm and assess the situation objectively. Identify the root cause of the issue and explore potential solutions. Be willing to adjust your strategy and try new approaches to overcome the challenge and achieve your goals.
Continuous Learning and Skill Development
In the dynamic world of sales, continuous learning and skill development are essential for staying ahead. Not only is the industry constantly evolving, meaning that sales professionals must keep pace with new trends, technologies, and customer expectations, but there is a natural human tendency to laziness in communication that is countered by a disciplined approach to improvement. By committing to ongoing learning, you can enhance your skills and remain competitive in the market.
There are several ways to engage in continuous learning:
- Attend workshops and seminars: These events provide valuable insights into industry trends and best practices.
- Enrol in online courses: Many platforms offer courses on sales techniques, negotiation skills, and customer relationship management.
- Read industry publications: Stay informed about the latest developments and success stories in the sales world.
- Seek mentorship: Learn from experienced sales professionals who can offer guidance and advice.
By embracing a mindset of continuous improvement, you can adapt to changes in the sales landscape and maintain your competitive edge.
Final Thoughts on Embracing Human Skills in Sales
While AI and technology play a significant role in modern sales strategies, the human touch remains irreplaceable. Empathy, communication, problem-solving, persuasion, and adaptability are critical skills that set successful sales professionals apart. By honing these skills, you can build meaningful connections with customers and achieve long-term success in your sales career.
Balancing AI Tools with Human Expertise
To maximise the benefits of both AI and human skills, it’s important to strike a balance between the two. Use AI tools to streamline processes, gather insights, and enhance efficiency, but rely on your human expertise to build relationships, understand customer needs, and provide personalised solutions.
Consider the following strategies for balancing AI and human expertise:
- Leverage AI for data analysis: Use AI to gather and analyse customer data, but apply your human judgment to interpret the results and make informed decisions.
- Use AI for routine tasks: Automate repetitive tasks with AI, freeing up time for sales professionals to focus on high-value interactions.
- Enhance communication with AI: Use AI-powered chatbots to handle initial customer inquiries, but ensure that human sales representatives are available for more complex discussions.
Fostering Long-Term Customer Relationships
Building long-term customer relationships is a key factor in achieving sales success. It’s not just about closing a single sale; it’s about creating a loyal customer base that continues to support your brand over time. To foster these relationships, focus on delivering exceptional customer experiences and maintaining open lines of communication.
Here are some tips for fostering long-term relationships:
- Follow up regularly: Stay in touch with customers after the sale to ensure their satisfaction and address any concerns.
- Personalise interactions: Tailor your communication to each customer’s preferences and needs.
- Offer value-added services: Provide additional resources or support to enhance the customer’s experience.
- Seek feedback: Encourage customers to share their opinions and use their feedback to improve your offerings.
By prioritising customer relationships, you can create a loyal customer base that drives repeat business and referrals.
Frequently Asked Questions
Here are some common questions about critical sales skills and how they can enhance your sales performance:
Empathy allows sales professionals to understand and connect with customers on a deeper level. By empathising with customers’ feelings and concerns, salespeople can build trust and rapport, leading to stronger relationships and improved sales outcomes.
Active listening is crucial because it helps sales professionals fully understand the customer’s needs and preferences. By listening attentively, salespeople can tailor their approach to meet the customer’s specific requirements, increasing the likelihood of a successful sale.
To enhance negotiation skills, focus on preparation, understanding the customer’s needs, and maintaining a collaborative mindset. Be willing to compromise and explore creative solutions that benefit both parties. Practice active listening and effective communication to build rapport and trust during negotiations.
Sales professionals can adapt to new trends by staying informed about industry developments, embracing new technologies, and continuously learning and developing their skills. Be open to experimentation and innovation, and seek feedback from customers to refine your approach.
Key Takeaways
- A successful elevator pitch succinctly conveys your business idea or proposal within a short timeframe.
- It should be engaging, persuasive, and tailored to your audience’s interests and needs.
- Key elements include a clear value proposition, a compelling hook, and a call to action.
- Practicing your pitch ensures confidence and the ability to deliver it effectively in any situation.
- Real-life success stories demonstrate the power of a well-crafted elevator pitch.
What Makes an Elevator Pitch Successful?
An elevator pitch is like a first impression—you only get one shot at it, so it had better be good. But what does ‘good’ look like? Imagine you step into an elevator and find yourself face to face with someone who could change the game for your business. You’ve got just a few floors to make an impact. This is where your pitch comes in. A successful elevator pitch is concise, clear, and compelling. It’s not just about what you say, but how you say it. You need to be memorable.
Your pitch should answer three key questions: What do you do? Why does it matter? And what do you want the listener to do next? Nail this, and you’re on your way to making that impactful first impression.
If you think the ‘elevator’ concept is outdated, this story may change your mind. Recently, I went to the US and Mexico on holiday. On my way home I ended up in a hotel elevator with a group of Salesforce executives who were at their annual conference. They asked the question: “What do you do?” – and my answer impressed them so much that we ended up exchanging business cards because they’re interested in having me train their sales team. That’s a powerful elevator pitch!
Core Elements of a Captivating Elevator Pitch
So, what are the ingredients for that perfect pitch? Think of your elevator pitch as a mini-advertisement for your idea or business. It should include:
- A clear value proposition: What problem are you solving? How does your solution stand out?
- A compelling hook: Start with a statement or question that grabs attention.
- A brief explanation: Give just enough detail to pique interest without overwhelming.
- A call to action: What do you want your listener to do after hearing your pitch?
Remember, the goal is to engage your listener, not to close a deal on the spot. You’re opening the door to a conversation, not trying to barge through it.
Understanding the Audience for Maximum Impact
Before you even start crafting your pitch, you need to know who you’re talking to. Tailoring your message to your audience is crucial. A pitch to a potential investor should highlight different aspects than one to a prospective customer or partner. Ask yourself: What’s important to them? What are their pain points? How does my idea fit into their world?
This means you need to research your audience. The more you know about them, the more you can personalise your pitch to resonate with their specific interests and needs. This isn’t just about being polite; it’s strategic. It shows you’ve done your homework, and it demonstrates respect for their time and expertise.
Let’s break this down with an example:
Imagine pitching a new health app. If you’re talking to an investor, you might emphasise the market opportunity and revenue potential. But if you’re speaking to a doctor, you might focus on the app’s ability to improve patient outcomes. Same product, different angles.
Create Your Winning Elevator Pitch
Now that we’ve covered the basics, let’s dive into creating your pitch. This is where you turn your idea into a compelling story that will stick in people’s minds long after the elevator ride is over.
Step-by-Step Guide to Crafting a Pitch
First, grab a pen and paper, or open up a new document on your computer. You’re going to want to write this down. Follow these steps to build your pitch from the ground up:
- Identify your goal: What’s the desired outcome of your pitch? Be specific.
- Define your audience: Who are they, and what do they care about?
- Outline your value proposition: Make it clear why your idea is worth their time.
- Develop your hook: This is your opening line, make it catchy.
- Explain the essentials: Cover the what, how, and why succinctly.
- End with a call to action: Tell them what you want them to do next.
Once you’ve got the bones of your pitch, it’s time to practice, practice, practice. Say it out loud. Time it. Make sure it’s under two minutes. The more natural it feels, the better you’ll deliver it when it counts.
Common Pitfalls to Avoid in Elevator Pitches
Besides that, there are some common traps many fall into when delivering their elevator pitch. Let’s make sure you sidestep these:
- Being too vague: If they can’t grasp what you’re offering, they won’t bite.
- Overloading with jargon: Keep it simple so anyone can understand.
- Speaking too fast: Nerves can make you rush. Breathe, and pace yourself.
- Forgetting to listen: A pitch is a two-way street. Engage with your audience.
Remember, an elevator pitch is not a monologue. It’s the start of a dialogue. You’re not just talking at someone; you’re inviting them into a conversation about your idea.
Balancing Brevity and Persuasiveness
Brevity is your friend in an elevator pitch, but so is persuasiveness. It’s a delicate balance to strike. You’ve got to be quick, but you also need to make a strong case for your idea. This is where every word counts. You want to distil your message down to the essentials without losing the punch. It’s like a poet crafting a haiku; the constraints force you to be more creative and impactful.
For example, instead of saying “We’re developing a multifaceted platform that leverages user-generated content to drive engagement,” you could say, “We’re building a community where everyone’s voice can be heard, and that’s driving our explosive growth.” The second is not only shorter but also packs more of an emotional punch.
Incorporating Storytelling to Engage Listeners
Humans are wired for stories. They’re how we make sense of the world. So, when you’re crafting your pitch, think about the story you’re telling. Who’s the hero? What’s the challenge they’re facing? How does your idea help them overcome that challenge? A good story makes your pitch not just heard but remembered. It can be as simple as: “Imagine Sarah, who’s juggling a career and a family. Our app helps her find ten extra hours a week by streamlining her tasks.” That’s a story that sticks.
Refining Your Elevator Pitch for Different Scenarios
One size does not fit all when it comes to elevator pitches. You need to tweak your message depending on the scenario. Whether you’re at a networking event, in a meeting with potential partners, or deliberate a presentation to potential customers, your pitch needs to adapt. The core message remains the same, but the emphasis shifts based on what your audience cares about most and how long you can hold their attention.
Let’s break it down further. When you’re at a networking event, your pitch might be more casual and focused on building a relationship. In a formal meeting, you’ll want to be more detailed and data-driven. And when you’re talking to potential customers, it’s all about the numbers and the potential for return on investment.
Adapting Your Pitch for Networking Events
At networking events, your pitch should be like a friendly handshake – warm, inviting, and not too forceful. You’re there to connect, not to sell. So, focus on what’s interesting about your idea or business. Make it conversational. You might start with a question or a surprising fact that leads naturally into your pitch. And always be ready to listen and adjust your message based on the response you get.
Tailoring Your Pitch to Potential Customers
When you’re pitching to potential customers, it’s a whole different ball game. They’re listening with their wallets, not just their ears. They want to know about the opportunity. So, while you still need to be brief, your pitch should be packed with solid facts and figures that show you’ve done your homework and that your business knows what it’s doing.
Elevating Your Public Speaking Skills
No matter how good your pitch is on paper, it’s your delivery that will seal the deal. Public speaking can be nerve-wracking, but it’s a skill that can be honed with practice. Your confidence, clarity, and charisma can make all the difference in how your message is received. So, take every opportunity to practice your pitch: in front of the mirror, to friends, or at local pitch events. The more comfortable you are with your pitch, the more naturally it will come across.
Mastering Non-Verbal Communication
What you say is important, but how you say it is just as critical. Non-verbal cues like eye contact, gestures, and posture all play a part in how your message is perceived. For instance, maintaining eye contact shows confidence and helps establish a connection with your listener. And a firm stance conveys that you’re grounded and believe in what you’re saying.
Voice Control and Projection Techniques
- Stand up straight and use your diaphragm to project your voice.
- Practice varying your tone to keep your listener engaged.
- Use pauses effectively to emphasise key points.
These techniques not only help ensure you’re heard but also that you’re delivering your message with the passion and enthusiasm it deserves. Remember, it’s not just the words you choose, but your voice that carries them to your audience.
And let’s not forget about the power of the pause. A well-timed pause can create suspense, highlight a point, or simply give the listener a moment to absorb what you’ve said. It’s a powerful tool in your public speaking arsenal.
By combining a well-crafted message with polished delivery skills, you’ll be able to make the most of those precious few minutes in the elevator—or anywhere else the opportunity arises.
FAQ
Now, you might have some questions. Let’s tackle a few common ones to give you an even clearer picture of what makes for a winning elevator pitch.
Ideally, it should be no longer than 60-90 seconds. That’s enough time to intrigue and inform without overloading your listener.
Absolutely! Anytime you need to explain an idea quickly and effectively, an elevator pitch can come in handy.
Focus on your unique value proposition, the problem you’re solving, and why your solution is the best choice. And don’t forget the call to action.
Use a brief, relatable anecdote that illustrates the problem your idea solves. Make it personal and evocative.
As often as possible. The more you practice, the more natural it will feel, and the better you’ll be able to adapt it on the fly.
Armed with these tips and techniques, you’re now ready to craft an elevator pitch that’s not just good, but great—one that opens doors and takes your idea to the next level. Remember, it’s not just about getting it right; it’s about making a connection that could lead to your next big break. So, go ahead, step into that elevator with confidence and watch as your pitch takes you to the top floor.
Need Personalised Instruction or a Second Set of Ears?
Knowing what to do is just one piece of the puzzle. The real challenge is actually doing it. Life Puzzle has been working with clients to develop and refine their elevator pitches and Sell From Stage qualities for many years. Our students have sold tens of thousands of dollars’ worth of services and products using the techniques we teach.
Our free Elevator Pitch Tool Kit is a great starting point as it guides you through the thinking behind a successful pitch. In our Confident Conversion Course you can get feedback on your pitch and personalised instruction about how to make it more effective.
“Actions speak louder than words!
As a sales person, your best metric of success is sales, not praise.”
~ Chandell Labbozzetta
How Do You Persuade in Sales?
Give People a Reason to Listen
One of the most important things any potential customer will be thinking when you approach them is whether they should give you the time of day or not. Giving them a reason why they should give you their hard-earned time is the first step because if you do not provide clarity on how your message connects with your potential customer, you will never get to tell them why they should invest those few seconds.
Show Them Why They Can Trust You
You’ve got to show them that you care about their needs first, and when you get their attention, showing them you care involves understanding them. In the sales process, you have to first listen and show the commonalities based on their pain points and how you can take them in the right direction. Once you show them you care, you’ve got to highlight your credibility and how you are an expert, because this will give your customers a reason to trust you.
Practice NLP Techniques
Using Neuro-Linguistic Programming (NLP) techniques can be very helpful when trying to persuade people in sales. These techniques involve using verbal language and body language to influence the way someone perceives an offer or product. NLP can be used to increase the credibility of your message, as well as build rapport with a potential customer.
How Do You Talk in Sales?
When it comes to delivering a sales pitch, you need to get to grips with the matter of how you talk. If you’ve obtained their trust, now is when you have to focus on the process of the things you say and how you say them. When it comes to how you talk and deliver your amazing sales pitch, you must consider the following:
Do Not Just Think About the Words
You need to communicate enthusiasm and confidence, and this is down to how you present yourself. According to the 7-38-55 Rule, 7% of all communication is done through the words you speak, but the remainder comes from your body language and your facial expressions. This is why you must pay particular attention to how you say something. You should imagine that you are communicating with someone that doesn’t understand what you are saying, because this will give you an insight into those times when just your tone of voice and visual cues can stimulate a working relationship. Open and honest body language and tone of voice will make people want to listen.
Consider Your Mindset
One shortcut to appearing enthusiastic is to be enthusiastic. You may have seen sales reps or public speakers get into the zone by practising talking, standing up, or getting into a certain frame of mind. When they do this, it goes straight to the core of who they are, to the point where they are not playing a role but are instead embodying a certain behaviour. You need to put yourself in that emotional state before delivering your pitch. Some people do this by exercising, and others practice visualisation, but the reality is that you should do what works for you.
Prepare for Objections
Rather than following the natural ebb and flow of a conversation, you need to rehearse every possible permutation, including any form of objection. Selling to somebody is about providing helpful solutions to their problems, but if this individual prospect is putting up barriers throughout every part of the conversation, you need to prepare for the most common objections. These can include:
- Avoiding eye contact.
- Defensive body language.
- Cutting you off mid-sentence.
When you identify the most common objections and prepare solutions to them, you must rehearse them to the point that they become second nature.
How Do You Sound Convincing in Sales?
The notion of being convincing in sales is not about an “us versus them” approach. Rather than thinking that you need to go into battle, some of the most important psychological tricks include the following:
Mirroring the Tonality of the Prospects
When cold calling potential customers, mirroring is an excellent technique to overcome barriers, where you mimic the customer behaviour by adopting their body language, speech patterns, and attitude. It is something that humans do to connect with each subconsciously. If you become in tune with your language, pattern of speaking, and tone of voice, mirroring your prospects will help build rapport more quicker.
Use Specific Terms
We have talked about how you say things, but it’s also important that you understand the impact of specific words. There are commonly used words that are red flags in a sales pitch. For example, “should” and “would” point people towards “yes” and “no” answers. When you ask questions, you should start with who, what, where, when, why, or how, as this will open the conversation.
Avoid Complicated Language
You may attempt to stimulate the fear of missing out on your potential customer, which may persuade them to buy your product or service in fear of losing out on an opportunity. However, it can make the salesperson feel like they need to mythologise the product more and start using unnecessarily complicated terms. You should know your product inside and out, and while you may feel the temptation to describe a variety of technical features, this can make things too complex, resulting in a subconscious barrier. Keep the language simple to the point where you could explain it to a 5-year-old.
Be Genuine
Rather than thinking about the sales, if you convince yourself that you want to help the other person rather than yourself, this builds trust and stops you from being pushy, resulting in a greater sense of rapport, and will very likely result in more receptive follow-up calls.
Consider Sales Training, Courses, or Programs.
Sales training can provide you with additional techniques to help you learn how to convince people to buy in sales. The goal of these programs is to train or certify individuals on the basics of selling and persuading.
When it comes to the sales process, many people are of the opinion that to entice future prospects, you must be full of bluff and bluster. The reality is that even if you don’t think you are selling, you are still selling something, which is why these tactics can help provide a comprehensive framework, resulting in an amazing sales pitch that helps you build that all-important notion of customer trust with new or current customers.
“In a rapidly changing economy, it is essential to have a robust sales strategy and leak-proof sales systems so that you build trust with prospects and clients and never resort to pushy sales tactics.”
~ Chandell Labbozzetta
Sales System Secrets that Position You for Success
Most businesses have pitifully weak sales systems.
That’s OK in a thriving economy – which is what we’ve experienced for the past 10 years or so, despite the stresses of the pandemic. When governments print money, business booms even while the underlying structures are rusting out, but eventually the time comes when you need to pay for everything you’ve borrowed. That time is here. Now.
Therefore… NOW is the time to pay attention to your sales system and ask: is it built to withstand an economic tsunami?
The truth is that you can build a sales system that is fragile or one that is robust. A fragile sales system will see your sales numbers slipping along with your market positioning, and your sales reps turning to desperate measures like discounting and manipulation. A robust sales system may see a slight decline in actual sales revenue, but it will see your reputation rising to new heights of leadership and authority, and your sales reps selling with integrity and confidence.
5 Keys to Your End of Financial Year Sales System Review
There are 5 Key Areas of Your Sales System that you should review as part of your EOFY procedures to evaluate the robustness (or anti-fragility) of your sales system:
- Team Morale and Confidence: this is not about whether your sales team is actually closing sales as much as it is about their confidence in the quality and value of your product or service.
- Client Needs Evaluation: in a changing environment are your product development people listening to what the sales people are telling them and acting on the information. Do you have mechanisms in place to process this information effectively?
- Offer and Pricing Review: based on the information provided by the clients, is your offer as finely tuned as possible and is your price reflective of the value you deliver – and yes, even in a shaky market, raising prices is an effective way of making more
- Sales Tools and Training: check that your sales tools are fit for purpose and your sales team are receiving the support and training they need to use them effectively. Ineffective sales tools and inadequate communication skills are a big reason why sales teams turn to pushy techniques and feel unsupported.
- Key Metric Tracking: ensure that you are only tracking the 3 key metrics that are leading indicators of your sales success so that your sales team focus on needle-moving activities and can see their upcoming sales success.
EOFY is the most important time to review your sales systems and ensure that they are set up to deliver more sales with less effort and a higher quality of clients. This goal is always important, but it’s especially important when the economy is stressed and inflation and economic slow down are the predominant forecast.
Sales Systems and Processes for a Slowing Economy
As money tightens, team morale and confidence are important keys to your profitability, but nothing boosts morale and confidence more than having robust sales systems and processes to fall back on. This is because even if the flow of leads slows down, these sales systems enable your team to avoid the kind of strident pushy sales techniques that are commonly associated with the confidence crush of the Eighties.
I’ve always said that when your sales system is designed to foster scale rather than growth, not only can you grow your business dramatically in good times (without overworking your staff), but you are also set up to prosper in tough economic times as well because your system has built-in rewards for the team by measuring the key elements of a sale that they can control and it also has checks and balances built-in so that your team can operate at maximum effectiveness.
Confident Conversion 90 days to More Clients, More Cash, and More Impact
In this 90-day program we cover essential strategies to design and build a robust and scalable sales system to prepare your sales team for success in a challenging economy by addressing mindset and communication tools, as well as a powerful sales strategy that delivers results.
Learn more about Confident Conversion: 90 days to More Cash, More Clients, More Impact HERE.
“Are your sales metrics slumping? Give me 5 minutes in your team meeting and I’ll tell you what your problem is… And offer the solution.”
~ Chandell Labbozzetta
The Sales Thief
The other week I was invited to observe a sales team meeting.
The company owner (I’ll call him Jed) was aiming to create exponential growth (scale) in his company, but he was concerned about the sales team because he had noticed that sales were slowing rather than increasing.
It’s actually an interesting time right now for businesses with many destabilising influences around and it means your sales team needs to be very careful not to let what I call the ‘sales thief’ slip in.
Like many owners, Jed had always been the most effective sales person for his products and services because he knew them inside out, understood the mind of the decision-makers to whom he talked, and was able to inspire and reassure them almost effortlessly. He had been slow to take on sales people for this reason, but had eventually built a sales team that was delivering the kind of results he had hoped for… And now, that was slipping away.
He was hoping that I could identify the sales thief that was undermining his team and stealing his sales growth.
Are Your Sales Meetings Helping or Hurting?
Within minutes of the start of the meeting I was quite confident that I knew the answer to their slumping sales and I texted him to tell him what to look for, so he could follow my thinking.
The meeting was lively with energetic discussion and input from all members.
There was good rapport between the members and they were supporting each other in their struggles.
They had metrics, goals, and even solid systems in most of the key areas.
And… all those numbers had gone down since last week’s meeting. What’s more – as I told Jed when we were sitting in his office after the meeting – I was willing to bet that the following week the sales numbers would have dropped again for the 5-word reason I had sent to him in the text a few minutes after the meeting had started.
Multi-Dimensional Sales Training
Success in sales (like most other successes in life) comes from focusing on what you want. Sadly, many sales meetings focus on failure to get what you want and the obstacles that lie between you and your goal rather than a clear vision and a strategic plan.
Most sales training and sales trainers encourage that focus so it’s not surprising to see it play out in the team. Sure, John or Debbie or whoever wins ‘sales person of the week’ sets a target for the team to reach, but often the rest of the meeting is centred on discussions that focus on the reasons sales didn’t happen, rather than the results that you want to see. Like any sales team, Jed’s had been well trained in classic sales techniques and they executed them well. This worked great in a burgeoning economy, and even the pandemic didn’t dent it too badly – the problem was they didn’t have the multi-dimensional thinking that would prepare them mentally and strategically as well as tactically for the challenges of an uncertain market that had an uneasy eye on global tensions, looming inflation, business collapse, and political uncertainty (with so many countries holding elections at various levels this year).
I had only shared one of the key points I quickly identified with Jed during the meeting. Afterwards, I shared the others with him and he nodded agreement as he realised that a sales team that has been operating in a growing economy is simply going to have to learn new skills as the economy tightened and their sales training needed to take a multi-dimensional approach.
Focus Your Sales Systems on Metrics that You Control
There are several components of a multi-dimensional sales training program that will equip your team to perform at its peak in a tightening economy and I won’t go into them here. I lay the foundations for them all in my program Confident Conversion: 90 days to More Cash, More Clients, More Impact, and then we go deeper into how to implement them in my ongoing program for business owners and sales managers, Sales Leaders’ Round Table as well as in my private in-house sales trainings, but what I want to point out is that in a tightening economy it is especially important to focus on the performance metrics that your sales team can control.
By all means ring the bell for closed sales. Sales are the heart-blood of any business and without them you don’t have a business so you need to celebrate them, but appointments and productive conversations are metrics that your team members do control – as is selecting high-quality prospects. There is an almost magical transformation in the morale of your sales team that occurs when you talk about specific ways of changing results – from modifying your offer so it is more appealing (not necessarily cheaper) and putting better-qualified prospects on your call list – and this leads to more sales.
Sales Training for Changing Times
As we head into a more challenging economy my question to you is:
Are your sales team equipped for this environment that demands greater mental and energetic resourcefulness and different sales skills?
This is not only about your business. Many of your prospects who will potentially make large profits from buying your products or services will feel nervous about the investment and, without a carefully choreographed sales process delivered by a well-trained sales person might miss out on the opportunity to take their place as industry leaders. For your business… Well, let me ask you:
- Do you see more nervousness, slowing sales, or uncertainty in your prospects?
- Has your sales team complained about the quality of leads, or shown a drop in their closing numbers?
- Are you feeling a little nervous about reaching the growth targets that you mapped with such confidence at a the start of this financial year?
If your answer to any of those questions was ‘Yes’. Then you probably want to consider whether your sales team needs some help adjusting to this new climate.
“In every adversity there are seeds of opportunity. Whether you stand or fall might depend on the pre-emptive action you take.”
Training your sales team is no exception. You can start now and take pre-emptive action to get ahead of the curve and lead the field or you can follow later and play catch up.
“When I thought about building and training my team and all the hoops and processes I would have to follow I was overwhelmed. It wasn’t until I met someone who turned that nebulous list of ‘this is what you need’ into a structured system for doing it that my hiring and training became easy.”
`~ Chandell Labbozzetta
From Nebulous Goal to Clear Process
Several years ago my business was struggling. I was great at my sales metrics, but didn’t have a system for making my financials visible and between my book keeper, my admin staff, and my accountant, it was just too hard to track everything.
It wasn’t until I stepped into a program where I was guided to set up my bank accounts and buckets strategically, accountable for my reporting, and given/introduced to the tools for visualising everything in a systematic way that my results really changed.
It was a powerful lesson that changed the way that I implemented my own sales training programs.
Applying the Model to Sales Training
I took my learnings from that experience and applied it to the way I help clients build and implement their sales systems. Using the model of the financial accountability program to walk people through the process, I also added one key element: I included the training of an additional person (2IC or sales manager) into the program. You see, a business owner or founder needs to be on top of everything to do with sales, but they don’t necessarily want to do it all themselves forever… Or have to train their replacement.
- So my sales training program included:
- Theory of what, why, and how
- Clear steps and processes for every step of the sales system
- Tools for execution and measurement
- Language tools and personalised guidance on developing your system AND…
- Inclusion of a key team member in the program = Game Changer!
That last element means that while the owner knows everything that is going on, they aren’t responsible for execution or training (unless they want to be).
What About Training Your Team?
I loved this concept so much that it’s the kind of program I look for when it comes to refining and expanding every aspect of my business. So, when I thought about tools for recruiting and training my team, I knew I wanted something similar – a program that would waIk me through all the steps, help me build the systems, and allow someone else to attend alongside me – the person who would be responsible for implementing this. I knew that I needed to be aware of the whole process and able to support my team, but I really didn’t want to do it myself… And what I found was that such a program really doesn’t exist – so if you find one, let me know.
Sometimes Theory is NOT Enough!
The reason that group programs with synchronous trainings are so powerful is that they give you accountability and a forum for asking specific questions. A good trainer will answer individual questions fully, but also provide insights that help everyone else in the group apply the same information in their own context.
The ‘pressure’ of showing up live is also good for accountability, but really that level of motivation is only a tiny fraction of the story. A group program also gives space for every business to have more than one head in the room, which means you multiply the impact you bring back into your business without overloading your founder/CEO.
Think about it next time you sign up for any business development program and look for ones that actively encourage a second person to attend alongside as part of the package.
“When Marla stopped thinking that other people needed to change to fit in with her preferences and accepted that she was the only person whose transformation she could control, opportunities sprang out of nowhere and came rushing to her.”
~ Chandell Labbozzetta
You Are Getting the Results You Deserve!
Last week I was talking with a friend whose partner (let’s call him Adam) owns a transport business.
You probably know that there are some major issues within the logistics and transport business at the moment, especially in Australia where interstate border closures have made transporting goods a little complex.
Anyway, apparently Adam’s business is doing really, really well and he hasn’t been plagued by any of the driver strikes or difficulties that other companies are facing. When he talks to colleagues in the industry, they’re all complaining about their situation, and when he says he hasn’t experience any of it they ask, “So, what are you doing?”
It sounds as though they really, truly want to know the answer.
Until he tells them what he’s doing… And the disbelief and objections start to flow.
Adam isn’t hiding his secret, nor is he lying about his results. It’s just that his colleagues and competitors aren’t willing to do what he is doing.
They’d rather live with the results of their decision.
The reality is that they are getting the results they deserve.
I’m Really NOT Being Mean… Just Honest
Craig is a friend who runs a very successful manufacturing business. He’s the kind of person who wants others to succeed, and who believes that the economic pie is infinite, so he even coaches and advises his competitors.
Last year, one of his competitors called and asked Craig if he would buy his business because he was sick of struggling. They went for a drink at the pub and Craig asked some more questions about what was going on… when he heard the story he asked the guy if he really wanted to sell, or whether he would prefer to turn things around himself.
“Tell me more…” said the guy. So Craig sketched out a comprehensive plan to turn things around in 90 days, just by calling suppliers and existing clients, contacting the ATO, and some other really basic steps that were within his control.
“Is that what you’d do?” he asked Craig.
When Craig said, “Yes, that is what I’d do, and it’s what I’ll help you do if you want me to,” he replied, “It’s all yours, mate.”
Ninety days later, the failing deadweight was already profitable, and it has since become immensely profitable as it’s own entity.
Craig is one of those people who are willing to do what other business owners are not. I bet you know both these types of people – all of them getting what they deserve.
It Happens in Sales, Too.
The difference between a star sales representative and one who is just surviving (or ready to quit) has very little to do with talent or opportunity.
Time and time again, I’ve worked with people who complained about the area they’d been given, or the product they’d been assigned to, and blamed external factors for their results. There are two common transformations that happen:
They follow my input-focused, action-oriented sales strategy and start making sales;
Their area or product is assigned to another sales representative who turns their ‘sales desert’ into a ‘sales oasis’.
Maybe you’re selling a dud product or service that nobody wants and you don’t believe people should buy – if that’s your situation then you should quit because you won’t be happy selling things in which you don’t believe.
If that’s not your situation, then I am 100% confident that the real problem you’re facing stares back at you out of the mirror each day.
The GOOD thing about that is that… YOU have 100% CONTROL over that problem… IF you want to solve it.
Once again… You’re getting what you deserve.
Are You Willing to do what Other People are not willing to do to get Extraordinary Results?
Maybe you need to…
- Change your sales strategy;
- Master new sales and communication skills;
- Find new sales networks;
- Solve your sales problems in different ways;
- Work hard now, to create more choices in a few months;
- Change your sales team;
- Use different sales materials and approaches;
Many people are stuck in their problems because they aren’t willing to step out of their comfort zone in pursuit of different results.
What would change if you accepted that you are getting the results you deserve right now and that if you want different results, you need to change your thoughts and behaviours?
“Neediness kills sales faster than anything else. Find out why you feel needy and deal with it!”
~ Chandell Labbozzetta
The Confidence Killer...
I was looking through some old presentation files the other day and came across a slide with the title, “The Confidence Killer” and an image of a vampire just about to bite a young man while he was in the middle of a sales presentation…
The notes on the slide reminded me that it was the story of Jake, a sales man I mentored during my corporate career. Everyone on the team had to make 100 appointment setting calls every second day, with the idea being that we’d get 10 appointments for the following day and Jake was constantly missing the target.
He’d start each day with his list of people to call and ease gently into the day, taking the time to get psyched up for each call. By early afternoon, he’d be burning through that list at speed hoping to get the appointments he needed for the following day. On average, he’d get about 5 appointments from his calls in the morning, and 0 in the afternoon.
On appointment day, he would make about 2 sales in the morning, 0 in the afternoon.
When you looked at his metrics, you’d see that his mornings delivered OK results, his afternoons delivered nothing.
Jake knew it. His manager knew it… And his job was on the line.
I’m not even sure why Jake wanted to stay in his role, but he did, and he came to me for help.
Never be Needy!
I listened to a few of his call recordings and it was fairly clear what was going on.
In the morning, he was relaxed (probably too relaxed) and friendly. By 1pm he’d realise that he was less than halfway through his 100 calls for the day and he’d be rushing to meet that quota and he’d also be desperate to book appointments for the next day.
The stress and neediness showed in his voice, in his abrupt responses, and in his inability to listen and really hear what prospects were saying.
During appointments, something similar would happen. I went along with him and it was clear that the prospect could sense his urgency and discomfort and wondered why he was being pushed into a sale.
It was a vicious cycle… The closer Jake got to a deadline, the more stressed and nervous he became, and the less likely it was that he would actually reach his goal. Neediness was killing his sales AND his career.
So… How Do I Stop Feeling Needy?
Jake had asked me for help, so I was able to ask him some questions and find out why he wanted to keep putting himself through this torture instead of looking for a job in something else. I quickly realised that he had powerful reasons for wanting to succeed, so we created an image that would remind him of his deep intrinsic motivation and put it beside his desk.
I taught him to look at that image, breathe deeply, and really focus on how a successful sale felt, then we worked on his call strategy.
The essence of what Jake discovered was that if he focused on his intrinsic motivation rather than his need to:
1. Make 100 calls;
2. Set 10 Appointments;
Then he was more relaxed and able to listen. He said it was as though his neediness just evaporated and he was focused on the person at the other end of the phone. As a result, he got through his calls in a timely fashion, and he started to book 15 or 20 calls each day.
When we applied a similar tactic to his appointments, his closing rate went through the roof and he become one of the most productive sales people in the company.
The Hydra of Neediness
Remember the hydra?
It was a horrendous monster and every time you cut off one head two more grew in its place.
Neediness is like that… You might feel pressured by:
- Performance goals
- Action goals
- Income goals
- Bonus goals
- Time goals
- Etc.
Whatever combination of these you face, as the time behind you gets longer and the time you have to complete the goal gets shorter your sense of neediness grows… And undermines the chance that you will achieve your outcome.
Neediness threatens your likelihood of achieving any goal, but it’s particularly dangerous when it comes to sales.
Do you have a strategy for leaving neediness behind you, even when you desperately need to achieve your income goal or results target?
Through expert sales training, NLP coaching, and business development consulting, we’ve helped professionals refine their communications, accelerate their sales and supercharge their personal satisfaction and confidence. Do you want to be one of our success stories?
