Tuesday, 01 October 2013 13:18

Dos and Don’ts of effective sales communication

There is effective communication involved behind every successful sale. It demands building a strong link between two groups. Therefore, it is essential that this relationship stays strong in order to have effective marketing that can bring leads and eventually higher sales. However, it is important to avoid certain mistakes that can ruin a sales call and can prove disastrous to margins. There are certain tried and tested rules in sales and marketing, which ensures quality results. Read on to find 5 Dos and Don’ts for effective sales communication.

5 Dos

1. Use your listening abilities

It is important to listen to what the client has to say and suggest. He has a need or a want, which has to be fulfilled, and he has come to you for the solution. Understand his business, problems and empathize with him to find the perfect solution.

For example: You can say “That’s right, I understand, I am with you” etc.

2. Strong relationship is important

Don’t think of a sale as a monetary transaction, but rather as a relationship building exercise. Demonstrate your expertise and convince the customer that you can build a solid and trustworthy partnership.

3. Client preference is paramount

Your client is vital to your business, so communicate as per his preference and not yours. If he prefers email, then choose email and so on accordingly.

4. Scan for important business points

Recognize vital points in a sale discussion and take efforts to address those points satisfactorily. In this way, you can build trust with your clients.

5. Appeal to both sides of human nature

The golden rule in sales is that ‘People buy on emotion but justify their decision with reason’. Ensure that you appeal to the emotional as well as the logical nature of the client. For effective sales, it is vital to appeal to both sides and not just one side.

For example: If you are a retailer at a winter cloth store, you can say something like, “Sir, I think this sweater looks great on you. You are getting a great deal on it as well.”

5 Don’ts

1. No selling without trust factor

It is essential to first build a trust and only then sell. If you try to push a sale without making a person comfortable, it may not be successful.

2. Say no to unnecessary expenses

Budget your promotional expenses to ensure that unnecessary wastage can be avoided. Research and decide upon the medium that suits your requirements and accordingly spend your money.

3. Avoid Randomness

Approach only those clients who fit your needs. Any deviation will only result in wastage of time and effort. Even if a sale is made, it is bad in the long run, as it can be a financial drain and can be time wasting.

4. Don’t put pressure

Putting pressure or nagging sets off even a normal person, so just imagine how irritating it will be for a client if you continue to nag him over a deal. If a client refuses a deal, it may be because he is too busy. So instead of giving up or nagging, request him for an appropriate time and set a schedule. Be sure to be punctual in follow-ups.

For example: The client “No, we are not interested in your services.”

You can counter by saying “Yes, I understand that given the current scenario, it will be difficult for you”. However, you may require our services in the coming time. Can we set an appointment three months down the line?”

5. Avoid unrealistic expectations

The mistake, which most marketers do, is that they set very high unrealistic expectations. This becomes unviable during a target period and leads to problems. To avoid this, set tangible goals and be very specific in defining the scope.

An effective sales communication involves strong English speaking skills. Ensure that you can speak fluent English in any situation. Enroll for an online English course to practice and improve.

About eAgeTutor:

eAgeTutor.com is a premier online English learning institute. eAge's world class faculty and ace communication experts, from around the globe, help you to improve in an all-round manner. Assignments and tasks based well-researched content developed by subject matter and industry experts can certainly fetch the most desired results for improving spoken English skills. In this age of effective and advance communication technology, online spoken English programs are the most effective and convenient way to learn English.

For further information on our online English speaking courses or to experience the wonders of the virtual classroom, fix a demonstration session with our tutor.

- By Monika Agarwal

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Published in Business English

10 Mistakes to avoid as a retail sales representative

Retail is one of the booming sectors of the Indian economy. This sector offers many exciting employment opportunities particularly in the sales and marketing domain. One can have a successful sales career growth in the booming retail sector provided he takes efforts to avoid common sales mistakes on the job. Sales mistakes are inevitable due to the nature of the job, but they can also be avoided by taking simple precautions. Excellent analytical skills and strong English communication skills are a prerequisite to identifying the mistakes and then improving on them.

Dont_make_novice_mistakes

Mistakes to avoid as a retail sales representative.

1. Not allowing customers to speak

The customer comes to you for fulfillment of his wants and not to listen to your sales pitch. Do not hog the customers' time in giving your sales speech, but rather involve the customer in a conversation.

2. Lack of understanding customer requirements

Customers come to your store because they have a requirement, a need or a want. It is your job to precisely understand what the customer needs and help him select a product. Failure to do so can result in lower sale convertibility.

3. Self-agenda focus

Most sales persons focus on fulfilling their own sales quotas rather than the concentrating on customer's requirements. Don't follow that line and prioritize your customer's agenda ahead of yours.

Example:

Client: "I need a power drive of 1500hz".

Sales Person: "1500hz? That's nothing. Why don't you buy the one with 2500hz?"

Client: "But I don't need that much power".

Sales Person: "Of course you need it. It's the rage now"

Avoid such kind of push talk.

Be_a_confident_retail_sales_person

4. Rapport Building Failure

You are not just a sales person but also a friend of the customer in helping him decide which product suits him best. A simple and polite greeting goes a long way in building rapport and making the customer more open in having a purchase discussion.

5. Lack of information

This is a serious mistake which a retail sales guy should avoid. You are supposed to be the spokesperson of your company and it is your responsibility to know the present promotions, prices and discounts.

For example:

Client: "What are the latest price points of your products?"

You: "I don't know"

Never let this happen to you. If you don't know, politely apologize by saying "I am sorry, I am not aware, but I will get back to you in a short time".

6. Fast and hasty closure

Don't get desperate with a sale. Give the customer time to understand the deal and be comfortable with his decision. Trying to close a deal too fast can upset a potential sale and irritate a customer.

7. Know product differentiation

What is it that diffentiates your product from your competitors and why should the customer select only your product? Highlight the key differentiators that create value for the customers.

8. Failure to address customer concerns

Retail sales persons often forget the concerns or problems of a customer that are satisfactorily handled can lead to shorter purchase times. Instead, they just tend to push the products towards the customers.

9. Failure to have add-on sales

As soon as the deal is about to be closed, entice the customer with add-on sales. Customers at this stage are usually inclined to entertain such proposals.

10. Ignoring the customer

Always listen to what the customer has to say and never make the mistake of ignoring him. Always remember that the customer is king and you are here to serve as an instrument for satisfying the customer's needs and wants.

For example:

Client:" Hi, can you tell where this product is?

Sales person: "Sorry, I am already busy".

Instead say "Sorry Ma'am/Sir, I will be with you shortly. In the meantime, please go through this section"

Be_focused_and_successful

Strong English communication skills are needed to enhance a customer's experience in your store. You can improve your fluent English speaking skills with the help of online English speaking program. Undertaking such a course can help you increase your self-confidence and set your career soaring.

About eAgeTutor:

For further information on our online English speaking courses or to experience the wonders of the virtual classroom, fix a demonstration session with our tutor.

- By Monika Agarwal