Sales techniques: simplifying does not mean being less competitive
In an increasingly frenetic and complex world, using the same sales techniques of 20 years ago may lead to nothing good. The world goes faster, information is available in great quantity to anyone and the relationship between the sales force and potential customers has changed a lot: today the seller is not the main source of information, they are not used to ‘explain’ the product to a buyer who already knows it for having read dozens of reviews on the Internet. The same persuasive approach is less effective than it used to be: the buyer, quite stressed and confused by so many sources of information, nevertheless has their own ideas and contrary insistence risk to lead them on the tracks of distrust.
Today, the successful commercial agent is one who manages to build a consultancy relationship with the buyer, but also something more: a relationship of trust. Regardless of the sales strategy and personal attitudes, a seller must “conquer” their interlocutor if they want to sell more: they must not waste time, present solutions, obviously be very prepared and ready to close the deal rapidly. Today, the keys to the sales force’s success are therefore two: simplicity and proactivity.
Less is more, even in sales
Simplifying as a sales technique is essential for success. But putting it into practice is not as simple as one might think: many sellers demonstrate to the customers not only preparation (which is not bad), but also the will to support their choices among countless variations , mix, available options, fixes and so on. In this way – the zealous commercial hopes – the buyer will recognise their “closeness to the cause”, their availability and will consider them a trusted consultant. This, which is perfectly logical, unfortunately does not happen often, and the reason is precisely the fact that buyers want solutions and speed. In fact, when we talk about simplicity and proactivity, we do not refer to two separate techniques but to pieces that constitute the true ‘secret’ to sell more.
Simplifying does not mean being less competitive, far from it. If you know the customer’s needs, the purchasing process (coordination with marketing is fundamental) and any obstacles that will try to slow it down, sellers can play the combined proactivity and simplicity card: the customer will propose solutions perfectly tailored to their needs and will explain to the buyer any obstacles that could arise along the process, in order to make it as fluid as possible. In this way, sellers will obtain the maximum possible result: they will be immediately perceived as a trusted consultant, as the one who proposes solutions, prevents problems and simplifies the sales process by presenting only what is really needed. Without wasting time.
Proactivity and simplification go hand in hand with technology. Why talk about simplification and then appear in front of a customer with paper catalogues, price lists (maybe not updated), fill in contracts by hand and then have to correct them because they are based on wrong quotations and certainly not the maximum simplification. To achieve the goal, i.e. to close the sale, there is need for the right preparation, the right attitude and the right tools. To be fast and efficient, an all-in-one platform dedicated to sales is therefore the best solution: all the materials are in the platform, they are always up to date, there is no risk of a wrong price or a configuration not allowed, but above all there it can be presented by the customer with the offers that fulfil their needs and do not require any specific authorisation, with a loss of time. The quote is made in a moment, the customer trusts because they recognise the seller’s ability to satisfy a need or solve a problem, they sign the contract on the tablet and the game is done. Now it is clear how proactivity and simplification facilitate the seller’s work and allow them to obtain, even in a fast and stressful world, great satisfaction.