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Sales Strategy
How to Update Your Selling Techniques to Match the New Way Customers Buy
Jul 8, 2016 | Rhys Metler, SalesForce Search lock

There’s no doubt that the buyer behaviour has changed in the past decade. Thanks to the rise of the internet, buyers are now taking control of the sales process and going through much of the journey on their own. They’re going online to research products and companies. They’re more knowledgeable and informed than ever before. They expect personalization. And they want to build relationships with the brands they buy from.

Now, being a persuasive sales person, delivering the same old sales pitch to everyone, and thinking of customers as numbers doesn’t work. It isn’t enough.


You must update your selling techniques to match the new way customers buy today. Here’s how to do so.


Get to Know Your Buyers
As we mentioned above, your buyers want personalization. They don’t want to hear your one-size-fits-all presentation about how your product or service is the best. They want to know why they should buy from you—how your offerings would provide the best solution to their unique problems and challenges.

To be able to do this, you need to get to know your prospects. You need to be able to pinpoint their needs, their desires, their pain points, and their problems. And then you need to create a personalized pitch that exactly matches their needs.


Prioritize the Customer Experience
If you don’t respond to your prospects’ emails or phone calls in a timely manner, they’ll leave. If you make them wait, they’ll leave. If you don’t answer all their questions, they’ll look elsewhere. The customer experience is critical to selling today. Your selling techniques must now revolve around the customer—not the sale, not the commission, not your quota.

The greater you make the customer experience, the better you’ll stand out.


Offer Value
Customers are going online to research products and services, to compare prices and features, and to learn more about their needs and the solutions that are out there. They’re asking their social networks for recommendations. Before they even talk to a sales person, they already know almost everything they need to know to make their purchasing decisions.

So instead of standard tip sheets and product info pages, you now have to offer buyers value. You have to give them information that they cannot find online. The more valuable you are, the more likely you are to get the sale.


Gain Trust in the Sales Process
People buy from sales people they trust. Building trust in the sales process is critical for closing deals. If any of your selling techniques rely on dishonesty, sneakiness, aggression, or pushiness, you must eliminate them from your arsenal right away. These tactics won’t work anymore.

Honesty and integrity are now requirements. Treat your prospects as you would like to be treated. Don’t lie and don’t cheat to get the sale.


Implement Thought Leadership
Most people believe that sales people lack credibility. This is a problem that you will need to overcome. Implementing thought leadership can help show buyers why they should be talking to you, why they should listen to what you’re saying, and why they should trust you and buy from you. Thought leadership will help you prospect, nurture, convert, and close deals.

To become a thought leader, share your insights and knowledge on social media. Write a blog. Share valuable advice, recommendations, and information by speaking at seminars, in webinars, and in podcasts. Let your expertise and experience be known to all.

If your selling techniques are still based on lying, cheating, and selling, you’re going to have a tough time closing deals. You must update your selling techniques to match the new way customers buy. This means getting to know your buyers for personalization, prioritizing the customer experience, offering value, building trust, and becoming a thought leader. 

About the Author: 
Rhys-MetlerRhys is a tenacious, top performing Senior Sales Recruiter with 11+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and two daughters, BBQing on a hot summer day, tropical vacations and cottaging.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.

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