Sales Moves

There is no easiest — or best — way to make a sale

July 24, 2015
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When I’m asked, “Jeffrey, what’s the best way to make a sale?” (and I’m asked it all the time), what the salesperson is really asking is, “What’s the easiest way to make a sale?”

Easy answer: The easiest way to make a sale is lower your price to a point that you make no profit. Not a good option.

Real answer: There is no easiest way to make a sale.

And, just like there is no easiest way to make a sale, there is no best way to make a sale — but there are several elements that contain the word best that you must self-evaluate in order to discover why the sales takes place, or why not.

Key point of understanding: Selling is not manipulating. Selling is harmonizing.

Oh, you can occasionally make a manipulative sale. But if you’re still in the 1970s trying to “find the pain,” or “sell an up-front contract,” or “make a cold call,” or “close the sale,” you’re toast. Sales toast.

Here are the best ways to make a sale:

  • The best way to make a sale is to have your reputation precede you by word of mouth from your Google ranking, and from your business social media presence.
  • The best way to make a sale is to be known as a valued resource before you start.
  • The best way to make a sale is to be friendly before you start.
  • The best way to make a sale is to meet with the CEO or actual decision maker.
  • The best way to make a sale is not to be salesy, or cocky, or condescending.
  • The best way to make a sale is to find some common ground before you start the selling process.
  • The best way to make a sale is to ask intelligent, emotionally engaging questions that draw out both needs and buying motives.
  • The best way to make a sale is to walk into the meeting with two ideas in favor of the customer.
  • The best way to make a sale is to have done pre-call preparation in terms of the customer.
  • The best way to make a sale is to convey value rather than features and benefits. I know how it works and what it does. Tell me how I win.
  • The best way to make a sale is to focus on how they profit and produce.
  • The best way to make a sale is to focus on outcomes and ownership.
  • The best way to make a sale is to relax throughout the entire sales conversation.
  • The best way to make a sale is to respond in a heartbeat.
  • The best way to make a sale is to make yourself available when a customer needs you.
  • The best way to make a sale is to support and prove all your claims with video testimonials from existing customers who love you and are loyal to you.
  • The best way to make a sale is to ask for a date of beginning, or some type of commitment to move forward, after you are certain you have removed all risks and removed all barriers from your prospect’s buying process.
  • The best way to make a sale is to have multiple relationships at different levels and departments within the same company.
  • The best way to make a sale is to earn the status of trusted advisor.
  • The best way to make a sale is to create the atmosphere where the customer wants to buy.
  • The best way to make a sale is to make the passion of your belief transferrable.

And there are questions you must ask yourself that enable the list of the best ways to make a sale:

  • Am I always achieving my personal best?
  • Am I always preparing my best for every sales call?
  • Is my attitude set on positive and positive outcome?
  • Is my belief in product, company and self always at the highest level?
  • Do I believe in my heart the customer is better off having purchased from me?
  • Am I always doing my best for every customer, every time?

Reality: As a customer, I do not need a salesman. I need greater productivity, an idea that helps me grow, improved morale, a profit provider and a trusted advisor.

Is that you?

Jeffrey Gitomer is the author of 12 best-selling books. His real-world ideas also are available as online courses at GitomerVT.com. For information about training and seminars, visit gitomer.com or gitomercertifiedadvisors.com, or email Jeffrey at salesman@gitomer.com.

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