The objective of any company is to improve its economic performance, increasing sales not only quantitatively, but also qualitatively, that is, adding value to its product or activity. In this formula, the sales team is essential. Closing sales depends on your direct contact with the customer, but also the image of the company. Furthermore, the seller has the ability to know the market and transfer this valuable information to his organization, which will allow him to adapt his services and commercial strategies. “Without sales there is no company,” points out Ludovica Chiesa, partner at Barna Consulting Group, who will participate in the webinar Selling is much more: keys to success in selling, organized through Banco Sabadell's HUB Empresa. Chiesa points out the importance of paying attention to all channels of interaction with the customer, whether in person, the digital channel or a combination of both. “The same seller who already masters the in-person visit will be required to also know how to handle remote commercial interactions,” he adds.
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Although it is true that there are people who show innate attitudes for public-facing jobs, in general the qualities of a salesperson are acquired with training and daily performance. These are the main features of a salesperson's profile that, according to different experts, contribute to improving the performance of any company.
“For a good sale you have to know how to ask the right questions to each client, gather information and adapt the commercial speech to the expressed needs.” Ludovica Chiesa, partner at Barna Consulting Group.
Listen to the customer and believe in what you are selling
It may seem that in commercial activity the most important thing is the ability to convince, but, according to experts, a good salesperson listens before speaking. Edurne Iñigo, professor of Marketing at the Deusto business school, assures that in this way the real needs of the client are known in order to be able to explain how the product is going to solve them: “In this listening you have to put yourself in the client's place and thus anticipate to their doubts,» he says. As Chiesa explains, a good commercial process involves knowing how to ask the right questions to each client «in order to gather information and adapt the commercial discourse to the expressed needs.» According to Iñigo, when communicating with he, A good professional avoids rigid or memorized speeches; In this way, you can express yourself naturally, taking care of your verbal and non-verbal language to convey confidence. It is also flexible when faced with any doubts that the consumer may have and is able to resolve them because it knows what it is talking about: “Knowledge not only of the product, but also of the sector in which we work, is essential, as is selling from honesty,” explains this expert, who adds: “It has been proven that believing in the product builds customer loyalty. That way, we are not only closing one sale at that moment, but many others in the medium and long term,” he says.
“Detecting specific solutions for the client that do not currently exist in the market generates an opportunity to develop a new product.” Edurne Iñigo, professor of 'Marketing' at the Deusto business school.
Ability to adapt to changing environments
Currently, the economic system is marked by a situation of constant uncertainty and volatility, changing environments for which the salesperson must be prepared. “Years ago, VUCA (Volatility, Uncertainty, Complexity and Ambiguity) environments affected certain sectors. However, today it is a scenario that occurs generally in the economy and directly influences the commercial strategies of any company,” explains Iñigo. Therefore, the flexibility of the seller is essential to adapt to market changes, which can occur even from one day to the next. The Deusto Marketing professor gives the rise in fuel prices as an example: “Yesterday the client was asking us for a product with power and efficiency; perhaps today he is asking us for efficiency,” he points out. In this case, the seller's job is to adapt the product, find the formula to highlight those elements of it that provide benefits to the client and know how to transmit them.
“Digital media increases opportunities and the number of points of contact with potential clients”Franc Carreras, professor of 'Marketing' at the ESADE business school
In this type of situation, being decisive and creative increases the chances of closing a sale: “I don't have the product that the client needs at this moment, but I can offer him a creative solution, that is, some other item that we have in our catalog, or a combination of them, as well as supporting their needs by providing an additional service,» suggests Iñigo. Here the salesperson's ability to know the market and transfer this information to the company also comes into play: «In this way, we can even detect that there are no specific solutions for the customer, neither on our part nor on the competition, and generate an opportunity to develop a new product,” suggests Iñigo.
Humanize the digital sales process
The Deusto Marketing professor highlights the power of technology to improve service. “Let's not forget that, thanks to it, we can collect a large amount of data that will allow us to learn more about the needs of our audience and refine our commercial strategy,” he explains. Regarding direct contact with the client, there is a tendency to think that the digital medium is more impersonal and distant. However, this idea is not entirely true, as explained by Franc Carreras, professor of Marketing at the ESADE business school. “We must not forget that digital media increases opportunities and the number of points of contact with potential customers if used correctly,” he clarifies. “Many consumers appreciate being able to arrange virtual visits with the same seller to accompany them throughout everything.” the purchasing process. This saves time for both parties,” adds Carreras. “It also allows the salesperson to improve their sales opportunities at a much lower cost. There is no travel and, therefore, more meetings can be held in less time,” he explains. Chiesa points out that the online channel is not intended to completely replace in-person sales visits. “You have to know how to flow and get the most out of each of these channels, using them optimally,” adds this expert. It is also important to humanize the sales process in the online channel through good follow-up after closing the operation to improve the business relationship. As Iñigo argues: “Knowing that there is a person behind whom they can request any type of information through a telephone support or online communication service is very reassuring to customers.” Likewise, it is crucial to take care of the digital service in the post-sales phase in order to avoid distrust towards the company and the product on the part of the consumer, as can be seen from the 'Digital Sentiment' survey carried out by the consulting firm McKinsey & Company. Along these lines, Iñigo recommends paying attention to the small details in the business relationship, In this way, you can obtain a competitive advantage over other companies in the sector: “Details such as a simple call or email to ask how the product is working make the difference between good and bad service,” he clarifies.
He likes dealing with people
“A good salesperson likes dealing with people; he is a people person [alguien con don de gentes]as it is known in the English-speaking world, and enjoys this interaction in his work,” says Iñigo. A fundamental quality in sales and almost the only one that cannot be learned: “Either you like it or you don't like it,” says this expert. The other skills can be acquired through training and experience. The motivation of the employee is also decisive, and this aspect is influenced by the relationship with the company itself: “Feeling valued, believing and fitting in the business project… Without «These conditions make it difficult for commercial activity to develop successfully,» argues Iñigo, who also values team building: «The salesperson who acts like a lone wolf and competes with other colleagues no longer works. Now we are working to generate a solid sales core where achievements are shared collectively.”
Turn failure into a new opportunity
Self-confidence is another quality that defines a good salesperson and is directly related to the ability to recover after a failed sale, which in turn requires emotional intelligence, as Carreras explains: “Moving to the next sales opportunity without «Let that failure affect us,» he points out. For Iñigo, «we must keep in mind that the percentage of sales attempts that materialize is not usually that high, so managing frustration is key to being able to face the next visit or contact with the client. It is about incorporating positivity into work: “Now I have not been able to sell, but perhaps I have realized that the client has other needs, and I turn this situation into an opportunity for a new sale,” he concludes.