Whether you’re new to sales or have been in the industry for years, there’s always room for growth and improvement. So, let’s explore some of the best practices for becoming a better salesperson.

Knowing Your Customer

To become a better salesperson, you need to know your customer inside and out. This means understanding their needs, preferences, and pain points. By doing so, you can tailor your sales approach to meet their specific needs and increase your chances of making a sale.

Identifying Customer Needs

Discovery is one of the most important skills in sales. It’s where you identify their needs.This involves asking questions and actively listening — really listening — to their responses. By doing so, you can gain valuable insights into what they are looking for and what problems they need to solve.

Building Ideal Customer Profiles

Another important aspect of knowing your customer is understanding your ideal customer profile (ICP). An ICP is a detailed profile of your ideal customer, including their demographics, interests, and preferences. That way, you can tailor your sales approach to meet their specific needs and increase your chances of making a sale.

If you’re in a more established sales org, this should already exist. (And if it doesn’t, that should be cause for concern.) But if you’re a seller in a new org or one that is trying to sell to a new segment, you may need to help define the ICP.

One common way to define ideal customer profiles is to create a fictional character that represents your ideal customer, including their age, gender, occupation, interests, and any other pertinent details for targeting your audience. By doing so, you can create a more personalized sales approach that resonates with your target audience. 

How do you know if you have your ICP right? 

The best way to tell is to take an honest look at your close rates. When you’re really selling to your ICP, you should see a very high close rate. Well above 50% — maybe as high as 75% — of the opportunities that meet your definition of ICP should be closing (within whatever you’ve determined to be your normal sales cycle). 

Be honest! If you find yourself making excuses for why certain opportunities that you identified as ICP didn’t close, that’s a sign that you need to update your ICP. The more open you are to adjusting your prior beliefs, the more success you’ll have in the future when targeting your ICP. The ultimate test is to identify which opportunities fit your ICP at the beginning of the sales cycle, and then see how the process plays out. Just remember to review the results and track your close rates each period.

Want to know if a company has a clear ICP? See what sellers say about product-market fit and team quota attainment.

You Have to Understand Your Product

It should go without saying, but we’re going to say it anyway: it is essential to have a deep understanding of the product you are selling. This knowledge helps you to build trust with customers and answer their questions confidently. 

That said, a common trap that product experts fall into is leading the sales process with features and benefits — which is a mistake. As the salesperson, it’s critical that you have a deep knowledge of the product that you’re selling, and the benefits of using it. But your customer doesn’t necessarily care. 

What they care about — and what you should be focused on — is their specific situation. What problems and pains are they experiencing? If you find that your product can help them solve their problems, then you have the opportunity to present your solution in the context that really matters to them.

Here are two key aspects you should focus on when understanding your product:

Product Features and Benefits

Features are the characteristics of the product, while benefits are the positive outcomes that customers can expect from using the product. To better understand the features and benefits of your product, you can create a list of them and use it as a reference when talking to customers.

For example, if you are selling a software product, some of its features might include a user-friendly interface, cloud-based storage, and automatic updates. The benefits of these features could be increased productivity, improved data security, and reduced downtime due to manual updates.

And here’s the kicker: features may be the means, but the benefits are what matters. Prospects don’t want a product because of how it works. They want a product for the results it can get.

Which orgs have the best product-market fit? Find the Top 20 here.

Competitor Comparison

It is also important to be aware of your product’s competitors and how your solution compares to theirs. This knowledge helps you to highlight the unique selling points of your product and differentiate it from others in the market. To compare your product to competitors, you can create a table or chart that lists the features and benefits of each product side by side.

If you are selling a fitness tracker, for example, some of its competitors might include other wearable devices that track fitness metrics. By comparing your product’s features and benefits to those of its competitors, you can show customers why your product is a better choice for their needs.

A common technique that experienced sellers use is to frame the problem in such a way that gives your solution the edge over competitors. If you know that your solution is the quickest to launch, you can focus on this area when doing your discovery so that the customer establishes launch time as a key criteria in making their decision. And don’t be afraid to include factors like this in your definition of ICP!

Communication Skills

Good salespeople have excellent communication skills. Communication skills are not just about speaking, but also about listening to and understanding your customers. Here are three communication skills that can help you become a better salesperson.

Active Listening

Active listening is an essential skill for salespeople. It involves giving your full attention to the customer and understanding their needs. Active listening means avoiding distractions and focusing on the conversation. It also means asking questions and clarifying any doubts you may have. By actively listening to your customers, you can gain valuable insights into their needs and preferences.

Effective Questioning

Effective questioning is another important communication skill for salespeople. By asking the right questions, you can understand your customers’ needs and tailor your sales pitch accordingly. Effective questioning involves open-ended questions that encourage customers to share their thoughts and feelings. It also means avoiding leading questions that may influence the customer’s decision.

Learn more about effective questioning with this article on SPIN Selling.

Clear Articulation

Clear articulation is the ability to express yourself clearly and concisely. It involves using simple language and avoiding jargon or technical terms that customers may not understand. Clear articulation also means being confident and assertive in your communication. It involves using a clear and confident tone of voice and maintaining eye contact with your customers.

Building Relationships

A strong relationship with your clients can increase your sales and help you establish a loyal customer base. There are two key parts to a successful client relationship: Trust and Credibility, and Long-term Engagement.

Trust and Credibility

Trust and credibility are the foundation of any strong relationship. To build trust with your clients, you need to be honest, transparent, and reliable. Make sure you always follow through on your promises and deliver what you say you will. If you make a mistake, own up to it and do everything you can to make it right.

Another way to build trust is to demonstrate expertise in your field. Clients are more likely to trust you if they believe you know what you’re talking about. Keep up-to-date with the latest industry trends and news, and be prepared to answer any questions your clients may have.

Long-term Engagement

This may not be a requirement for every sales role, but the ability to build long-term relationships with your clients goes a long way Just engage with your clients on a regular basis. This could be through regular check-ins, sending them relevant articles or news updates, or inviting them to events or webinars.

It’s also important to listen to your clients and understand how their needs are changing. By doing this, you can tailor your approach or their current products to meet their new requirements and build a relationship based on mutual understanding and respect.

Sales Techniques

Solution Selling

Solution selling is a sales technique that focuses on understanding the customer’s pain points and providing them with a solution that best fits their needs. To effectively use this technique, you need to ask the right questions to identify the customer’s pain points and then offer a solution that addresses those pain points.

To implement solution selling, you should:

• Ask open-ended questions to understand the customer’s needs and pain points.
• Listen actively to the customer’s responses to identify their pain points.
• Provide a solution that addresses the customer’s pain points.
• Explain how your solution solves the customer’s problem.
• Follow up with the customer to ensure their satisfaction with the solution.

Consultative Approach

The consultative approach is a sales technique that involves building a relationship with the customer and acting as a consultant to help them find the best solution for their needs. To use this technique, you need to understand the customer’s business, industry, and challenges and provide them with expert advice.

To implement the consultative approach, you should:

• Research the customer’s business and industry to understand their challenges and needs.
• Ask open-ended questions to understand the customer’s needs and pain points.
• Listen actively to the customer’s responses to identify their pain points.
• Provide expert advice to the customer to help them find the best solution for their needs.
• Follow up with the customer to ensure their satisfaction with the solution.

By using these sales techniques, you can improve your sales skills and close deals more effectively. Remember to tailor your approach to each customer and their unique needs to achieve the best results.

Handling Objections

You will inevitably face objections from potential customers. These objections can range from concerns about the product or service to issues with pricing and competition. Handling objections effectively is a critical skill for any successful salesperson. Here are some tips to help you handle objections like a pro.

Anticipating Challenges

One way to handle objections is to anticipate them before they even come up. Consider the most common objections you hear from potential customers and be prepared with responses that address those concerns. 

If you frequently hear objections about pricing, for example, consider creating a pricing comparison chart that shows how your product or service stacks up against competitors. This can help you address pricing concerns before they even come up.

Strategic Responses

When objections do arise, it’s important to respond strategically. Start by acknowledging the objection and rephrasing it to show that you understand the customer’s concerns. This can help build trust and rapport with the customer. Next, ask questions to get more information about the objection and the customer’s needs. This can help you tailor your response to better address their concerns.

When responding to objections, be sure to focus on the benefits of your product or service. Highlight how it can solve the customer’s problems or meet their needs. You can also provide social proof by sharing case studies or testimonials from satisfied customers.

Finally, be prepared to resolve objections quickly. The faster you can satisfy a customer’s concerns, the more likely they are to continue with the sales process. Consider offering a trial period or money-back guarantee to help alleviate concerns and build trust with the customer.

By anticipating challenges and responding strategically, you can handle objections like a pro and close more sales.

Closing the Sale

Recognizing Buying Signals

One of the keys to closing a sale is recognizing buying signals. These are cues from the customer that they are ready to buy. Some common buying signals include:

• Asking about pricing and delivery options
• Requesting a product demo
• Repeating questions or concerns
• Expressing interest in the product or service

When you recognize these signals, it’s important to act quickly and confidently. Answer any questions the customer may have and guide them towards making a purchase.

Creating a Sense of Urgency

Another effective way to close a sale is by creating a sense of urgency. This can be done by emphasizing the benefits of purchasing now or offering limited-time promotions.Creating a sense of urgency can help motivate customers to make a purchase. Just be sure to follow through on any promises you make, as failing to do so can damage your credibility and harm future sales.

Oh — and don’t just jump right to offering a “limited-time” discount. That should be your last resort. 

Self-Improvement

To be a successful salesperson, you need to be constantly improving yourself. This means continuously learning and adapting to market changes. 

Here are some tips to help you keep improving your sales skills:

Continuous Learning

Learning is an ongoing process, and it is crucial to stay up-to-date with the latest trends and technologies. Attend workshops, seminars, and conferences to gain knowledge and insights from industry experts. You can also read books, listen to podcasts, and watch webinars to learn new skills and techniques.

The most underrated way to learn is by seeking feedback from your colleagues and customers. Ask them for their honest opinions about your sales pitch and how you can improve. This feedback can help you identify your strengths and weaknesses and work on them accordingly.

Adapting to Market Changes

The market is constantly changing, and as a salesperson, you need to be adaptable. Keep yourself informed about the latest market trends and adjust your sales pitch accordingly. This means understanding your customers’ needs and tailoring your approach to meet their requirements.

One way to adapt is by using technology to your advantage. There are many tools available that can help you automate your sales process, track your progress, and analyze your data. By using technology, you can save time and improve your efficiency, which can lead to better results.

Becoming a Better Salesperson Takes Work

There are no shortcuts or hacks that will make you a better salesperson. Like anything worth doing, becoming a better rep is going to take effort and practice.

Achieving excellence in sales requires a multifaceted approach that blends understanding your ideal customer profile, honing communication skills, and having an in-depth knowledge of your product. Mastering these areas not only helps in closing deals but also in fostering long-term relationships with clients. Effective salespeople are adept at recognizing and addressing customer needs, often employing solution selling and a consultative approach to tailor their strategies.

Additionally, handling objections with foresight and strategic responses can smooth the sales process, while recognizing buying signals and creating urgency can significantly boost conversion rates. Continuous self-improvement through learning and adapting to market changes is vital for sustained success. By focusing on these key elements, sales professionals can enhance their effectiveness and achieve their sales goals more consistently.

Already a great salesperson? Compare your salary and know your worth here.