Want to know how to make a good external sale?
We’ve selected 30 sales tips and techniques and put them together in a step-by-step tutorial to help you become a great salesperson.
Study this script and start applying it on your next visit. The results will show up quickly!
Bonus: make your team achieve high sales performance with our CRM platform
Agendor is a CRM and business management platform that works as a control panel and personal assistant for B2B sales teams.
Complete walkthrough: how to make a good external sale
1. Know the profile of the company’s ideal customers
Every company that is well organized in sales profiles its ideal customers, those who bring the most profit to the business.
It is the external seller’s obligation to know all the characteristics of these companies (size, field of activity, location, revenue, etc.) in order to detect good opportunities as soon as they are noticed.
Learn more about it in this free e-book: How to Use the Agent to Reach Your Best Customers
2. Meet the buyers personas
The profile of the companies that are your best customers is one thing. Buyer’s personas is another.
These are fictitious representations of the profiles of buyers and executives you normally deal with in sales.
Knowing their characteristics, values, customs and way of being, you can choose the best external sales techniques to persuade them of the value of the solutions offered!
3. Know everything about your products or services
Obvious tip. But it’s always good to reinforce: have all the information about your products or services at your fingertips!
4. Understand in depth your business’s field of action
Customers may be curious about the way your company operates in the market because it is superior to competitors.
5. Discover everything about your customer segment
Remember that the B2B seller must do consultative selling.
Thus, knowing the best practices and how the branches of your main customers operate is essential to give business management tips, which go beyond the mere sale of products or services.
6. Be a marketing connoisseur
Anyone working in sales needs to understand marketing. This is a must for anyone who wanted to know how to make a good outside sale or any other type of sale.
These Readings Can Help: The 8 Best Marketing Books You Need to Read
7. Have a wide repertoire of sales techniques
Another key point: you cannot be a good salesperson without knowing different sales techniques.
8. Do your homework: study the company you are going to visit
Have you noticed that even though we’re talking about how to make a good external sale, you haven’t even left the company and we’re already on tip 8?
Well, a big part of sales success is doing your homework. Study everything about the customer you are going to visit. Log on to their website, blogs, social media and any other sources that can help.
9. Find out the profile of the person you are going to talk to
Try to get to know the person you are going to talk to better. Review your social media, press news or ask mutual acquaintances for information.
10. Set a price limit and sale conditions before leaving the company
Set an ideal selling price and the minimum price you will accept for your offer. Also establish other non-negotiable conditions, with delivery time and scope of services.
These two techniques are known as ZOPA and MAPAN. See more: The 5 rules of the art of negotiation you need to know
11. Have a flawless presentation
Suit and tie and the famous suit for women can be a requirement for various branches of more formal business. In others, even a polo shirt may be acceptable, especially if it’s a company uniform. It takes common sense!
12. Greet everyone: doorman, secretary, intern or company president
Being polite is important. And it opens doors!
13. Create rapport upon arrival
Rapport is the technique of creating empathy and a pleasant atmosphere early in the conversation. There is no way to make a good external sale without it.
See more: Rapport techniques in sales that bring excellent results
14. Listen more than speak
They say that God created human beings with two ears and one mouth precisely so that they hear more than they speak.
All kidding aside, a survey showed that the best salespeople talk about 46% of the time and listen to the customer the other 54%. When your customer is talking, he’s telling you everything you need to know. Enjoy it!
15. Know how to discover customer needs
Your customer has a problem he wants to solve. And you are there to help him on this mission. Discover the best way to do this!
16. Know NLP Techniques
Neurolinguistic programming is a non-verbal communication technique in which it is possible to know what people “are not saying, but what they want to say”. Very useful in sales!
Learn more: NLP in Sales: Achieving Powerful Sales Results
17. Don’t focus on the features of your product or service
Your customer doesn’t want to know what your product is like, he wants to know what he can do to make his life easier in managing the business. So focus on solutions, not features.
18. Avoid talking about prices
Of course, at some point you will have to talk about prices. But avoid falling into the trap of focusing only on affordability and discounts.
Your customer should buy your product because it will help them a lot, not because it’s cheap.
19. Don’t overestimate advantages and benefits
Advantage is something more that your product or service does (for example: in addition to organizing your sales, this software has a beautiful layout), benefit is everything good that products and services can do for your customer.
But will that be what will decide the sale? See the next topic.
20. Show how your product solves customer problems
Focus on showing how your solution will solve the problem the customer is so eager to overcome.
21. Demonstrate the full value of your solution to the customer
If the customer doesn’t resolve this issue, what will happen? Will the company be harmed? What will he gain from this?
Show your customer the value of adopting the solution you are offering and how you will make the company more profitable, reduce costs or reduce risk.
22. Make a consultative sale
Don’t just sell products and services. Help your customer with sales action tips, management, success stories from other customers, etc.
Show that you are more than a mere order taker, you are a sales consultant!
23. Don’t forget to “offer the sale”
Many sellers are so concerned about all of the above tips that they forget to ask for the sale.
At some point you will have to say:
– So, are you interested? Can I make a proposal?
24. Test hypotheses before making a proposal
Before submitting your proposal, ask questions and test your hypotheses in a subtle way.
25. Don’t be afraid to say ‘no’
If something requested by the customer is impossible or absurd, tell him so.
Gently explain why that is not feasible, with data and facts.
26- Exchange concessions, do not give anything “for free”
After submitting your proposal, it is normal to start a negotiation process.
At this stage, exchange concessions with the customer. That is: with every request from him, get something in return. Remember those limits you stipulated in item 10 of this list.
27. Save a trump card for last
If you’re taking a long time to close the sale, having a final asset, such as a small concession tucked up your sleeve, can help convert the sale.
A product quantity bonus or extra functionality, things you’ve already expected to grant, can have an important psychological effect at this point.
28. Know when it’s best to give up
Is the client irreducible and wants to close the proposal at that unfeasible value and conditions?
Apologize to him, tell him you’re sorry you can’t do business and that you’ll be back in the future. But don’t make sales that are harmful to the company!
29. Formalize everything in writing
Closed the deal? Formalize everything in writing. If it is not possible to do this at the time, as soon as you arrive at the company (or at home) send an email summarizing what was agreed and send it to the customer.
Contract signatures and business proposals are also important right away.
30. Define the next steps
Before leaving your client meeting, set dates for next steps, such as:
- Sending invoices
- Technical visits to start work
- document signing
- Sending important information you need.