5 tips for non-sales sellers

Marcel Hoefman | 01-11-2019

Header image

For some professional groups, selling is a dirty word. Many knowledge workers such as consultants, organizational advisors, lawyers, private bankers and architects are often critical of the term 'selling'. Some even despise it. Just the idea: selling? We don't do that here! Wow, how disgusting!
This aversion is due to the image that many knowledge workers have of salespeople: they are superficial, unreliable, focused only on their own wallets, they talk too much and listen too little.

On the one hand, understandable: a lot has gone wrong in the name of 'sales'. Energy contracts, cars, exotic investments, charlatans in consultancy, you name it. At the same time, it's a shame, those negative associations about the sales profession. Because nowadays the skills to sell yourself and your services to the outside world are crucial. 'Skills pay the bills', goes an old sales adage.
And negative thoughts about sales are not exactly beneficial.
Moreover, they are unnecessary and overtaken by reality. Researcher and author Daniel Pink describes in his book 'To sell is human' that professionals spend approximately 40% of their time on... selling! Indeed: the non-selling anti-salespeople are also selling these days, whether they like it or not. Would you like to take a look?
Organizational consultants sell their strategic vision to management, private bankers sell their investment strategy to clients and consultants sell their ideas about the new ICT structure to a client. At the same time, a lawyer sells his plea first to his client and then to the judge, and the architect sells his ideas about vacancy to the municipality. What do you mean: we don't sell?

As a knowledge worker you are already selling, even though you may call it 'advising'. You can become even more effective at this if you put aside your sales aversion and start working with appropriate sales skills. A step that is smaller than it may seem: many 'non-sales' professionals are pure sales talents. They are not pushy, they prepare well, work in a disciplined manner and their substantive knowledge is excellent. A solid foundation for commercial success. But that basis alone is not sufficient. The supply of knowledge workers is very similar in terms of content. Precisely for this reason, a subject expert must be able to sell himself, his organization and his services in an appropriate, distinctive way.

Below are a number of tips that can help you fulfill your commercial role:

  • Revise your beliefs about selling

Professional selling is different from forcing things on people that are of no use to them. Top salespeople realize that they are especially successful when they contribute to their customer's success. That goal is therefore central to everything they do. Knowledge alone is not sufficient for this. Appropriate sales skills help you make a difference compared to competitors who rely mainly on their professional knowledge.

  • Develop the right question, listening and argumentation techniques

A common misconception: these are basic skills, we know this. Beautiful. But let's be honest: how good are you in it? What do you really know about your client? What purchasing motives are at play? On what basis will he/she decide? What are his or her personal priorities? Avoid assumptions, no matter how tempting they are. Ask further, listen carefully (also to how something is said and what is not said!) and ask further. You then use the insights obtained not only when determining the content of your offer, but also when presenting it to your client.

  • Share insights and experiences

Just asking questions is not enough. You run the risk that a customer conversation will provide you with a lot of information, but that the customer will be left feeling disappointed. You can prevent this by sharing insights and experiences with your customer. For example, you talk about how you helped a client in a similar situation and what the result was. Best practices are a powerful and underused tool for showing a customer how you can help them. Please note: prepare this well and be careful with confidential information!

  • Be careful with your time

Time is money. This is especially important for knowledge workers. Some professionals spend a lot of time on prospects who do not become customers. It's tough to beat a dead horse, but does it make sense? You cannot win all assignments. And you shouldn't want that either. Feel free to assume that about half of your prospects or suspects are not a good fit for you. That's okay, as long as you find out in time by asking the right questions and then act on it. The more time you have to get started with interesting prospects who suit you!

  • Develop yourself in the sales field

Sales is a profession. Indeed: BOX with capital letters. And just like substantive knowledge, sales skills require development and maintenance. This can be done in various ways: by reading, by following a training or workshop, by giving the subject of 'commerce' a place during work discussions, by paying attention to sales in the structure and content of presentations, by thinking about a sales process, etc., etc. Don't make this too big and start with a small step.

Selling is not dirty. In fact, you can use it to distinguish yourself positively in an appropriate way. If you use your skills in a relationship-oriented manner, you increase your impact and commercial returns.

Most chosen workouts

0
0
In your shopping cart
Shopping cart is emptyBack to site

Interested in becoming a partner?

Leave your details to get acquainted without obligation. If you have a question or would like more information, please fill in your details and we will contact you.

Request information

Request InCompany