The ultimate guide to successful sales techniques

What are sales techniques?

Sales techniques are methods and strategies for selling products and services. They involve understanding customer needs, building relationships, and persuading potential buyers to purchase. 

Effective sales techniques combine communication skills, product knowledge, and an understanding of buyer psychology.

A salesperson uses these as a foundation to tailor their approach for each client. A trial-and-error process allows salespeople to refine their techniques based on past experiences.

What makes a successful salesperson?

A successful salesperson isn't just someone who closes a deal. It's someone who builds lasting relationships and consistently meets their targets. Key qualities and attributes include:

• Empathy: An empathetic salesperson understands and relates to their clients' needs. For example, if a client struggles to decide due to budget concerns, an empathetic salesperson will consider that and offer alternative solutions.

• Communication skills: Communication builds trust and rapport with clients. It requires active listening, understanding the client's needs, and conveying a product's or service's benefits.

• Adaptability: Every prospect is different—adaptability equips salespeople to navigate varying personalities, preferences, and situations. This skill also enables salespeople to tailor their approach for each client.

• Confidence: Successful salespeople are confident in their product or service. They believe in what they're selling and know how to convey its benefits to potential buyers.

• Resilience: Rejection, ghosting, and unanswered emails are all part of the sales process. Resilience motivates salespeople to bounce back, stay positive, and learn from setbacks.

Combining these qualities and a deep understanding of the product/service, industry trends, and buyer psychology creates a successful salesperson.

The role of psychology in sales

Sales psychology focuses on the 'why' behind a purchase. It's about finding what emotionally drives your customers and aligning your product with those needs. 

Psychological sales tactics include creating a sense of urgency, building social proof, and using storytelling. These tactics tap into our innate human behaviors and decision-making processes.

For example, urgent sales deadlines create a fear of missing out (FOMO) in potential buyers, triggering them to take action and purchase.

Remember: you're not just selling a product—you're offering a solution to their more profound desire or problem.

A psychological approach explores your prospect's motivations, fears, desires, and decision-making processes.It shifts the focus from a feature-obsessed sales pitch to a customer-centric conversation that highlights your product's benefits and how they improve the prospect's life.

Pro tip: Check out Brian Tracy's "The Psychology of Selling."  Tracy emphasizes the importance of understanding the buyer's mindset and tailoring your sales approach. He teaches that successful sales come from understanding and empathizing with the customer, not just pushing a product.

Understanding key B2B sales techniques

B2B (business-to-business) sales differ from B2C (business-to-consumer) sales. In B2B, you're selling to another business, meaning the decision-making process is often more complex and involves multiple stakeholders. Here are key techniques for selling B2B.

Identify the decision-maker

Identifying the decision-maker in B2B sales is like solving a puzzle — you're dealing with a group where each person has their information and agenda. 

Typically, a complex B2B solution involves six to 10 decision-makers, each equipped with four or five pieces of information they gathered independently. They need to de-conflict this information within the group, making your job even trickier.

Identifying the influential decision-makers in a buying group requires digging deeper.

Start by engaging with each group member to understand their roles and influence. Look for clues about who others defer to during meetings or whose opinions seem to carry more weight. 

Also, observe who initiates discussions about crucial aspects of the deal, as they often have significant sway in the final decision. Combining these insights, you identify the key players who ultimately decide whether to purchase your product.

Nurture longer relationships

B2B sales cycles are known for their length. According to research from Databox, it takes an average of more than a month to close a deal in B2B sales, with the majority taking between one and three months. This is due to product complexity, industry type, and pricing.

During this extended period, nurture relationships with potential buyers continuously. 

Why? Because while you're working on closing the deal, your potential customers are also exploring other options and competitors.

Thoughtful engagement is the key to staying on top of your potential customers' minds throughout the buying process. Think sales enablement content, regular check-ins, and personalized interactions that nudge them enough to keep your brand in the running.

Understand the unique motivation of your buyer

The tangible benefits of a purchase are obvious: increased efficiency, cost savings, or improved performance are all strong selling points. However, what truly motivates a buyer to make that decision may not be as apparent. Take the time to understand your potential customers' unique motivations and pain points. What do they value most in their role? What challenges do they face daily? How does your product address these specific issues?

The intangible benefits of a product, like increased status or recognition within their industry, are just as important to your buyer's decision-making process.

Plus, there's a growing emphasis on aligning with ethical and sustainable practices, where buyers seek partners who reflect their company’s values.

Tap into these motivations. This means actively listening, empathizing, and understanding their business culture and personal aspirations. Addressing these intangible needs creates a deeper, more meaningful connection, which increases conversion rates.

Understanding B2C sales techniques

B2C sales, or business-to-consumer sales, refer to the transaction between a business and an individual consumer. Unlike B2B sales, which focus on building relationships with decision-makers in a company, B2C sales require a different approach. Here's how:

Create an emotional response

Creating an emotional response is about connecting with your customer on a deeper level, beyond the practicalities of the product. 

This strategy taps into the customer's feelings, desires, and aspirations, making the product more than just an item—it becomes a part of their identity or lifestyle.

Take Apple, for example. 

They don't just sell tech gadgets—they sell an experience, a status symbol, a sense of belonging to the innovative world. Their marketing and product design evokes feelings of sleekness, modernity, and exclusivity. This emotional connection is why customers often form a strong, loyal bond with the brand.

How do you create an emotional response? 

Understand your target audience and what motivates them, like their values, goals, and lifestyle. Use emotive language, storytelling, and visuals to tap into their values and beliefs.

Target a wider audience

Unlike B2B sales, where you focus on specific businesses, B2C allows you to reach a broad spectrum of consumers. This means understanding and appealing to diverse needs and preferences.

You're not just selling to one type of person—your audience could range from teenagers looking for the latest trends to seniors seeking convenience and simplicity. This demands a versatile approach to marketing and product design. 

It's about finding a common thread that resonates with a varied audience while catering to the unique aspects of different consumer segments. 

Understand your potential customers' diverse demographics, interests, and needs. Use a variety of marketing channels, from social media to traditional advertising, to reach different segments. Tailor your approach for each channel, but maintain a consistent brand message that resonates across all audiences.

Keep sales cycles short & efficient

B2C transactions can be as brief as five minutes. Consumers are more impulsive and tend to make quicker purchasing decisions than businesses. This means your sales cycle should be short, efficient, and convenient.

You're aiming for an almost instant appeal. Your product needs to grab attention, convey its value, and prompt a purchase in a very short time frame.

This demands clear, concise messaging and an intuitive buying process. Streamlining the path from discovery to purchase helps in seizing those impulse buys and capitalizing on a customer's immediate interest.

It's all about creating a seamless, hassle-free experience that encourages swift decision-making.

What is science-based selling?

Science-based selling is a sales approach that combines sales techniques with scientific research. It's about understanding how the brain works during buying and using this knowledge to improve your sales methods. 

This technique isn't just guesswork—studies in neuroscience, psychology, and social science back it.

Establishing trust through body language and using positive emotional triggers are key strategies. They provide a roadmap for deeply connecting with customers and influencing their purchasing behavior by understanding the psychological principles behind decision-making.

A scientific approach lets you tap into data-driven decision-making and use statistical evidence to support sales pitches.

4 approaches to selling techniques

One size doesn’t fit all in sales. There are various approaches to selling techniques, each with its unique strengths and applications, including:

1. Traditional selling

This is the classic sales approach where the focus is primarily on the product. Traditional selling involves presenting the features and benefits of a product or service, often with a persuasive pitch aimed at convincing the customer to make a purchase. 

This method relies heavily on the salesperson's ability to communicate the product's value and overcome objections. It's more about the transaction than the relationship that follows a set script or formula.

2. Consultative selling

Consultative selling takes a more personalized approach — it's about understanding the customer's needs and solving their problems. 

Here, the salesperson acts more like an advisor than a traditional seller. 

They ask questions, listen actively, and tailor their recommendations to the customer's specific situation. This approach builds trust and establishes a long-term relationship, focusing on customer satisfaction and loyalty.

3. Soft selling

Soft selling is a subtler approach. It's less aggressive than traditional selling and focuses on creating a comfortable environment for the customer. The idea is to avoid high-pressure tactics and gently guide the customer towards a decision instead. 

This method relies on building a rapport and understanding customer needs over time and often includes following up after the initial interaction. A trust-based sales approach works well in situations where relationships are crucial, such as sales of high-end luxury items or services.

4. Value selling

Value selling shows customers what a product or service can do for them. Showing how the product can solve specific problems or improve the customer's situation goes beyond listing features and benefits. 

Focus on the return on investment (ROI) the customer will get and the product. 

Especially in competitive markets like tech, customers need to know the tangible benefits that make your product stand out. Understand the customer's pain points and communicate how your product can address them meaningfully.

5 key types of sales methods

Sales methodologies are a set of principles, processes, and techniques that guide the sales process from prospecting to closing deals. They form the backbone of any successful sales strategy. Here are five key types of sales methods you should know about:

1. SPIN Selling

SPIN Selling is a sales technique focusing on asking the right questions. The acronym SPIN stands for Situation, Problem, Implication, and Need-payoff. 

Here's how it works:

• Situation: You start by understanding the customer's current situation. It's about gathering facts and background info. Think of it as setting the stage.

• Problem: Next, you identify the problems they are facing. This step is crucial - you're looking for pain points or challenges that your product or service can solve.

• Implication: Now, dig deeper. What are the implications of these problems? Make the customer realize the impact of not solving these issues.

• Need-payoff: Finally, ask questions that lead the customer to see the benefits of your solution. This part is about them telling you how your product or service can help rather than you telling them.

It's a powerful method, especially for complex sales. And remember, it's all about the right question

2. Sandler Sales

Sandler Sales is a seven-stage sales method that flips the typical sales script and emphasizes building trust with the prospect. Here is how it goes:

• Bonding & rapport: First, build a connection. Make the customer feel comfortable and establish trust. Think of it as laying the foundation.

• Up-front contracts: Next, set clear expectations for the meeting. This stage ensures both you and the customer know what will happen. It creates transparency.

• Pain: Now, focus on uncovering the customer's pain points. You're not just selling a product; you're solving their problems.

• Budget: Here, you'll discuss the customer's budget. Ensure your solutions align with their financial capabilities.

• Decision: You'll understand the customer's decision-making process at this stage. Who's the decision-maker, and what criteria will they use?

• Fulfillment: Present your solution. But tailor it to their needs and pain points.

• Post-sell: Finally, solidify the deal and set it up for future business. Ensure satisfaction and lay the groundwork for a long-term relationship.

This way, the Sandler Sales method is about mutual respect and no-pressure selling.

3. AIDA Selling

AIDA Selling is a classic model that's simple yet effective — it stands for Attention, Interest, Desire, and Action. Let's break it down:

• Attention: First, grab your customer's attention through a catchy headline, an intriguing ad, or a compelling opening statement. Imagine a bold billboard that makes you look twice.

• Interest: Once you have their attention, build interest. Provide information about your product or service that resonates with their needs. It's like telling a story that they see themselves in.

• Desire: Now, turn that interest into desire. Show prospects how your product solves their problem or improves their life. Think of a demo that makes you think, "I need this!"

• Action: Finally, prompt them to take action by making a purchase, signing up for a newsletter, or visiting your store. Give them a nudge to make that decision.

Each step is crucial, and when done right, it'll guide your customers smoothly through the sales process.

4. Challenger Selling

Challenger Selling relates to a book written by Matthew Dixon and Brent Adamson, which argues that relationship-building is no longer the most effective approach to selling. The publication defines five key personas that sales reps fall into - of which the "challenger" is the most successful.

The basic premise of the method lies in the fact that most modern customers are well-informed about a product or service before they have direct contact with a salesperson. They spend much time researching the product and category before taking action. 

Gartner's research found that prospects are typically more than halfway through the purchase journey before they have meaningful contact with a seller.

5. Social Selling

Social Selling uses social media to connect with your customers — think of it as building relationships.

First, you identify potential customers on platforms like LinkedIn, Twitter, or Facebook platforms. Then, you engage with them. But how? By sharing useful content, commenting on their posts, and showing genuine interest in their challenges.

The key here is to be helpful, not pushy. You're aiming to establish yourself as a resource. You're the go-to person in your field. And when the time comes for them to buy, guess who they'll think of? That's right, you!

It's a long game, but it pays off when you build trust and credibility.

Match your selling strategy with your company identity and business model

Nuanced sales techniques by the industry

Every industry has its own unique sales techniques and strategies. What works for one may not work for another. We've covered the basic sales methods, but here are a few examples of how different industries spin those techniques:

Hospitality

In hospitality CRM, your sales approach must sparkle with warmth and personalization. Your goal isn't just to sell a room or meal—you're creating an experience.

Start by understanding their needs—why are they here? Leisure? Business? (Maybe both?) This insight lets you tailor your pitch. Highlight amenities that resonate—like a quiet workspace or a relaxing spa. But don't oversell. If they feel you're pushing too hard, they'll back off. 

And always, always follow up. A simple "How was your stay?" goes a long way. It shows you care beyond the sale.

Small business

Small businesses need strategies that resonate with their customer base. 

First, understand your audience. Who are they? What do they need? 

Next, build relationships. Small businesses thrive on personal connections. Use social media and face-to-face interactions—people love to feel valued. Remember, don’t just sell a product but offer a solution to a problem. Be genuine in your approach. 

And finally, ask for feedback. It'll help you improve and show customers you care about their experience.

Insurance

Insurance is all about trust and building long-term relationships. That starts with understanding the customer's needs and concerns.

Be empathetic—insurance can be a tricky topic for some people. Understand their unique situation and offer solutions that fit their needs. Don't just focus on selling, but also educate them on their options.

Keep in touch regularly. Send timely reminders or updates on their policy. This shows you're there for them, not just a one-time salesperson.

And don't forget to show appreciation. A simple thank you note or small gesture can go a long way in maintaining a positive relationship with your clients.

8 sales closing techniques to close more sales

We've covered sales methods and techniques. Now, let's look at some strategies to close more deals.

Build rapport

Without a genuine and authentic connection with your customer, you're building the whole sales process on unstable ground. Take time to create a reliable rapport with your buyer - getting to know more about them is essential. 

You'll strengthen your relationship and get a better understanding of their motivations. Small talk can go a long way—we're all human, show this side of yourself.

Work on people and presentation skills

People skills can make a huge difference in your career. Be aware of your manner and attitude when interacting with others.

• Are you too forceful? 

• Do you sound as though you lack confidence? 

Focus on how you hold an engaging conversation, remembering to practice active listening. Work on how you introduce yourself—first impressions count for a lot. 

If you hate leaving a voicemail, you aren't alone, but working on these small details can improve how your character is assessed, especially at the early stages of the sales cycle.

Listen, don't just hear prospects Many sales techniques (as we’ve highlighted) focus on the two-way dialogue that a good sales process should represent. At the same time, it’s also crucial to your potential customer's needs. 

The cumulative effect of paying attention to what your customers are telling you—both positive and negative—is one of the most valuable and direct sources of intelligence you can access.

Understand your market & prospect's market well

The market you operate within won't stand still for long. 

Explore new opportunities, fresh competition, and trending topics before a sales meeting. This also applies to the market your target audience operates within—inform yourself to help build rapport. 

A good understanding of the challenges builds a much stronger and more authentic relationship over time. Additionally, ensure to prepare a comprehensive sales meeting agenda to structure discussions effectively and maximize productivity.

Rely on data

We know that science-based selling works. Trust the data generated by your customers' behavior and ongoing interactions. 

Your CRM is a rich source of this kind of practical insight. Keep a pulse on your core sales metrics to enable informed, data-driven decisions, throughout all stages of your selling process. 

Access to rich sources of incredibly valuable information has never been easier for salespeople. Lean into this, and take full advantage of all it offers.

Focus on problem-solving, not the sale

Successful modern salespeople solve problems. Remove impediments and add real value to your customers by matching your solution with the right problems.

Selling with confidence and authenticity is easier when you focus on areas where you can make a real and tangible difference. For example, you're not selling coffee—you're selling a way for your customers to fight that feeling of mid-morning fatigue.

Spot non-verbal cues

Take note of the signs that indicate how a sale might be going—people communicate in a variety of ways beyond words alone. Body language plays a key role in sales meetings. Even on a video call, you can be mindful of eye contact. 

• Facial expressions

• Posture

• Level of distraction

• Tone of voice 

You can turn a conversation around by noticing and responding to these cues.

Kindle unknown needs

The ultimate salesperson fixes a problem their customer didn't even realize they had. 

For example, employees wasting time switching between multiple software solutions when they could be working more efficiently from a "single source of truth" is an example of such a problem. 

Recognizing a customer's pain point and demonstrating the value in resolving it showcases a deep, empathetic understanding of the buyer.

6 resources & tools for developing your sales techniques

Equipping yourself with advanced resources and tools arms you with the knowledge and skills to increase your close rates. Start with these six:

1. CRM

A CRM suite streamlines your customer relationship management. An advanced CRM solution gives you a 360-degree view of each buyer's interaction with your business. 

This includes:

• Recent communication, including email, phone calls, and chat sessions

• A chronological view of their recent activities

• Any upcoming appointments, reminders, and notes relating to the customer

• Engagement activities like web pages visited, marketing resources downloaded

• Any current deals in progress (as well as the status of the deal)

Freshsales CRM gives a clear competitive advantage to your business. Plus, with AI, you get deep insights into customer behavior by: 

• Scoring and ranking to highlight the prospects expressing the most interest in your business

• Categorizing deals by status, applying tags such as "Likely to close", "At-risk", "Gone cold

• Keeping up momentum by providing suggestions to your salespeople on the next best action to take

Beyond this, automate manual tasks that take up sales reps’ time and see a clear overview of their sales pipeline for easier management.

2. Email templates:

The personal touch and efficiency matter. That's where email templates come in. They're like a formula—you customize where it counts, but the framework stays the same.

Combining email templates with your CRM’s features makes communicating with prospects and customers easier.

Your CRM stores crucial client information—needs, past interactions, and preferences. By using this data, you can personalize templates easily. It's not just "Hi [Name]" anymore. You can tailor your message based on past conversations or specific customer needs.

Imagine you're sending a follow-up email. Instead of starting from scratch, you pick a template. Add in some personal details from your CRM, and voila – a personalized, relevant email in a fraction of the time. You're saving time, but your customer feels like you know them.

3. Voicemail scripts

Voicemail scripts are pre-written guidelines for leaving persuasive and engaging messages. Think of them as your roadmap when you hit someone's voicemail. 

Why are they important? Because first impressions count. 

With a good script, you make your message clear, concise, and purposeful. A well-crafted script also helps you sound confident and professional. 

And let's be real, we've all faced that moment of uncertainty when the beep sounds. That's where scripts come in handy. They also ensure you cover all the key points—who you are, why you're calling, and what you want the listener to do next. 

Plus, they save time. You don't need to think on your feet every time. Just tweak the script to fit the situation, and you're good to go. 

4. Cold calling templates

Cold calling can be nerve-wracking and daunting, but it doesn't have to be. With cold-calling templates, you have a solid foundation on which to build your pitch. 

Templates organize your thoughts and ensure that you cover all the essential points. They also give you an idea of what works and what doesn't so you can improve your approach over time. 

And let's face it, no one enjoys being put on the spot. With templates, you can relax and focus on having a meaningful conversation with the person on the other end of the line. You'll come across as more genuine and confident. 

But remember, templates are just guidelines. 

Personalize them for each call and ensure you're speaking to your prospect's specific needs. Use them as a starting point, but make adjustments as needed.

5. Linkedin Sales Navigator

Whether you're a seasoned sales pro or just starting, LinkedIn Sales Navigator is an essential tool for any salesperson. This platform lets you target prospects and build relationships through personalized messaging and insights. 

Use advanced search filters to find the right leads based on industry, company size, and location. View who's viewed your profile and reach out to them for potential opportunities. Save leads and accounts to keep track of their activity and get alerts when they post or engage on the platform. 

And with Linkedin constantly updating and improving its features, Sales Navigator remains a valuable resource for lead generation and networking.

Use a CRM to automate, improve, & measure your sales techniques

The best sales techniques combine human expertise with technology to create a smooth flow of communication and organization.

A CRM like Freshsales streamlines your sales operations by storing all your leads, contacts, and interactions in one central location. 

Game-changing features like bulk email, multi-currency, multiple sales pipeline management, and email integrations manage your sales sequence from start to finish. 

This frees up more time for you to focus on building relationships with potential clients.

But don't rely entirely on automation. Remember to stay personable and authentic in your communication with prospects. Use the data from your CRM to personalize your approach and make it more impactful.