Relationship-Based Sales for Non Sales People

Everyone in every role needs to sell.  Even if just getting coworkers, friends or spouses to compromise with your ideas, you can benefit from some simple sales techniques.

I never intended to be a sales person.  I was so annoyed by the mall kiosk sales people that trick their potential customers that I used to even doubt the value of sales people at all.  Sales people were (in my mind) people that sought commissions at the expense of everyone else.  Though I still think that some sales people take that approach, I've very much enjoyed the last three years that I have spent as a sales person.  I want to share some basic insights that have universal application even to people that aren't paid on commission. Similar to my topic from a previous post, the best opportunities go to those that are comfortable talking with others and
finding funding.  In this way, all of us are sales people.

The following are my most basic tips for success in sales.

1. Listen.  Learn about their applications.
When making joint visits with other sales people, this is the principle that I see botched regularly.  Sales people that walk into a situation assuming that they know their customer's needs make my collar feel too tight.  It's so embarrassing.  You can never listen too much when your customer is talking.  Ask intelligent questions.  Time spent to understand what your customer does will not be wasted.

2. Don't say it if you don't mean it
Credibility is your most valuable asset.  Don't act like what your customer is doing is the most amazing thing if it isn't.  Excessive compliments won't get a client to like you.  Also, don't act like your product or idea is AMAZING if it isn't.  If it's just really good, say so. Don't slip into internal jargon or marketing buzzwords.  Talk like a person.

3. Have a good product
Relationship-based sales necessitates a good relationship with your customer.  When you have a good relationship with someone, you don't push stuff on them that won't benefit them.  For relationship-based sales to work, you need to be sincerely bettering the lives of your customers by providing a product that you know is helpful for them.

4. Meet tons of people
People do business with people they know.  Get to know more people.

5. People buy when it's the easiest option
Don't bug potential clients when they aren't ready to buy, but make sure that they have all the information that they could need (and no more). When they eventually have a budget or a need, their decision will be made because they already have everything they need from you on their desk.


6. Don't say things that don't help
Just because your product, service or company has a long list of features does not mean that you need to mention every one of them.  If you listen and learn about what your customer cares about, you should only mention the features that apply to them. This necessitates number 2.

Are there other principles that you would add to this list?  Join the conversation in the comments!