Technology has changed the way people buy things, and with it, consumer expectations have changed quite a bit. People are now more likely to conduct research before talking to a sales person, and they’re more skeptical of advertising and marketing than ever before.
These changes have meant the sales landscape has also undergone a rapid evolution. The tried-and-true techniques of yesteryear no longer have a place in the sales toolkits of today’s professionals. Some of them are even being revamped and retooled for the modern buyer.
What are the best sales techniques?
There are plenty of great selling techniques available to you, including collaborative selling, rapport building, personalization, and building added value. Today’s consumer values relationship building over almost everything else. Tactics like personal branding can help you build trust, and these techniques capitalize on this tendency.
Collaborative Selling Is One of the Newer Great Selling Techniques
Collaborative selling is just now starting to become common in selling circles. It’s been around for some time, but the trend towards it is truly picking up steam now.
Why is this such a great selling technique for the digital era? It capitalizes on the modern buyer’s desires. Today’s buyer doesn’t want to be sold to. They want to find solutions for issues they’re experiencing, and they want to know if you can help.
Collaborative selling works on exactly this principle. You’re going to work with the customer to determine their needs. You’re not just selling them something. You’re helping them along on their journey to solving the issue and meeting their needs. Collaborative selling invites them to actively participate in this journey and the solution.
Another thing the modern buyer is looking for in the digital age is a unique solution. They understand the issues they face aren’t going to be solved by cookie-cutter solutions or out-of-the-box products.
One of the greatest selling techniques of the modern era is thus to personalize almost everything. You’re going to work with the customer to find a unique solution for their needs. Every interaction you have with them should also be personalized.
Think about crafting custom messages or putting together personalized offers. These techniques go a long way to winning over even the most skeptical of leads.
Building Rapport with Your Customers
Having rapport with your customers is possibly the most important aspect of selling in the digital era. Technology has made it easier than ever for people to interact with brands and businesses. You need to be ready to respond.
In this environment, however, it’s also important for people to know who to trust. If you want people to buy from you, then you need to prove that you’re trustworthy. Customers don’t like to feel duped.
Building rapport shows you respect customers. You help them find the information they need, share interesting articles, and give back to your community. You might contribute thought leadership by writing insightful blog articles. You could share statistics, or you might have a very entertaining social media account.
This allows you to continue building relationships with the people who are buying from your company. It might seem like a lot of work, but it’s worth it in the end.
Today’s buyer almost always chooses the first company to offer additional value. Added value can be almost anything, from better customer service to trustworthy information. It can even be a sense that the people in your company truly care about finding great solutions and collaborating.
These great selling techniques make it easier than ever to connect with the modern buyer. Leave behind outdated tactics like cold calling and focus instead on making sales a little more human.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.