Identifying the ideal target audience for your product or service can save you valuable time. Although every business and sector is unique, there are some fundamental sales axioms that hold true across the board. By implementing these proven strategies, you can significantly increase your sales success with just about any customer demographic. Don’t waste your time selling to the wrong people – use these guidelines to optimise your sales approach and connect with your ideal customer base.
Make it about them.
Have you ever encountered someone in your family or friend group who dominates every conversation? It can be challenging to connect with that person and maintain a meaningful dialogue. Similarly, when a salesperson adopts a boastful tone and talks incessantly about their products or services, it can be a major turn-off for potential buyers. It’s essential to remember that your prospects are not interested in what you find fascinating or instructive, but rather what’s relevant to their needs and interests.
To be successful in sales, you must prioritise your customer’s needs and put them first in every interaction. This means tailoring your messaging to each individual prospect and focusing on the value your product or service can provide for them. Whether you’re sending an email, leaving a voicemail, delivering a demo, or attending a meeting, always ask yourself, “What’s the relevance to this specific prospect?” and adjust your approach accordingly. By following this golden rule of sales, you’ll build stronger, more meaningful connections with your prospects and increase your chances of closing the deal.
Research before reaching out.
You must invest time in learning about your customers if you want them to take the time to learn about your goods. In the era of social media, it is inexcusable to phone or email a customer without knowing what they do or what matters to them.
Build rapport.
Before introducing what you offer, why they should care, and how you differ from your competition, take the time to genuinely get to know your prospect.
We are just human, after all. Before approaching a potential customer as a salesperson, speak to them like a human.
Approach them on their level.
It’s fantastic when a salesperson infuses their sales approach with their personality. But keep in mind that you should also consider the characteristics of your prospect and adjust your strategy accordingly. Our characteristics influence how we like to be marketed and the information we value.
The four major personality types and their preferences are briefly described below:
- Driver: Concerned with outcomes and financial performance.
- Friendly: Shows an interest in original concepts and broad perspectives.
- Expressive: Considers how individuals and ideas impact one another.
- Analytical: Preoccupied with numbers, statistics, and information.
Once you know which group a prospect belongs to, you can tailor your messaging and presentation to hit the points that matter most to them.
