The Art of No-Pressure Selling

Pressure, no one likes pressure, however the need to succeed and move your business forward, unfortunately places undue pressure on sales staff who need to meet quotas, - and often that pressure is pushed on the client and prospects. So how does one generate sales with no pressure?

First, let’s begin with YOU. Understand that the first step is to show strong character, build trust. Trust in any relationship helps to make the entire experience run smoothly. You know, when you believe and trust in someone you are not worried, or skeptical of what the person is sharing – building trust is essential. 

What are some good ways to develop trust?

Be Genuine and Authentic

Become a problem solver – you do this by:

     Asking relevant questions

     Uncovering Issues

     Setting Expectations

     Developing a Plan

     Defining the Strategy

Be a Good Listener 

Develop great listening Habits

     Passive vs Active

     Questions

     Body Language

     Clarify with Feedback

     Avoid Distractions

Be Dependable

Be Proactive

Be Passionate and Open to all Possibilities

Face to Face Selling

The late, great sales professional and speaker Joe Charbonneau made an amazing statement during one of his keynote addresses at PPAI EXPO years ago. He shared, ‘Buyer’s read sellers at 72,000 images a minute, they know if you’re there to help, or on a mission just to close the deal’ Each of us have felt it, you can easily ‘read’ a slick salesperson, it’s unsettling, and frustrating.

No Pressure Selling

Planning Calendar 

We know everyone is busy; how do we proactively stay connected with our clients? I developed an Events and Promotions calendar that I found worked amazingly well by understanding all the events my clients were having during the year. I realized that this information did not guarantee my getting their business, but it helped me proactively work behind the scenes, create presentations, find items, or build campaigns – well in advance of their event. I could then alert them a few months in advance, have a meeting and present my ideas with zero pressure – it works flawlessly, if used right.

Never Disparagingly Talk About the Competition

I have seen several business owners and salespeople speak negatively about their competition – do not do this, rather focus on your key differentiating; these key points will help you stand out. These points will help clients understand the benefits of working with you.

Set Joint Expectations

Another thing to do is hold yourself accountable…the client too. This is done by:

• Establishing Goals and Joint Expectations

• Adhering to Deadlines

I have found over the years many salespeople assume but rarely define expectations with their clients; by NOT defining expectations you are setting yourself up for failure, especially in this very volatile business climate we currently live in.

Know Your Clients

My father was a senior buyer for a major corporation a few years back. I would tap into his expertise as often as I could to get some direction on how to work with buyers more effectively. He said, it is not the buyer’s job to fully educate the salesperson on their business, the salesperson MUST make some effort through research to determine and define the client’s business - the client can then fill in the gaps. His point, show me you care, do some work, if you want my business – sound advice.

Professionally Push

I know this is contrary to the title of the article, but it is important to professionally push our clients, make them aware of the challenges our industry is facing, supply chain, staffing, freight, and various, market issues – most of which are out of your control; however you must address these, early and often – that is the professional push – DOING IT EARLY is the key.

Beyond Customer Service

I laugh when I ask prospective clients and show attendees, ‘What makes you different?’ The typical response is we have great customer service – it needs to be more. Here are a few things to consider when developing SUPERIOR customer service:

• Communicate openly

• Address issues right away

  have a few solutions before you call

• Never blame, supplier and other partners

  Fix the problem, sort it out with your supplier later and behind the scenes

• Be available

• Stop Talking, Start Demonstrating

Wrapping it Up

I always have found taking a subtle approach when selling is the most engaging method. Through all your effort, strive to become rare, or as Seth Godin states, Become Remarkable. Additionally,

• Be confident and engaging

• Remember, good, in-depth questions are money makers

• ALWAYS focus on the client’s best interest

• Be grateful, thankful, and have fun – it’s infectious

Embrace these concepts and your sales will be generated with less pressure with loyal and happy clients.

Until next time, Continued Good Selling - CQ