Whether it be an innovative idea, a business pitch or a request for a higher budget, the need to sell is constant and ubiquitous.
While professional salespeople must educate as part of the process, a successful transaction also requires a direct action from the consumer: listening. Salespeople need to be smart, relatable, authentic and engaging enough to hold a customer’s attention for an effective delivery.
According to the U.S. Bureau of Labor Statistics, sales roles are projected to decline by two percent from 2019 to 2029 – which means that knowing how to build the most successful team the first time around could make a big difference to a company’s longevity.
Built in LA spoke with Cloudvirga’s Vice President of Customer Success Dawn Svedberg about using customer education as a tool for trust and why the most essential sales skill is a simple one.
Digital mortgage platform Cloudvirga aims to make the process of securing a mortgage simple, affordable and transparent. As self-proclaimed trusted advisors, the sales team at Cloudvirga is putting their skills to the test starting with discovering everyday users’ needs.
What skill do you consider to be the most essential for your success as a salesperson, and why?
The ability to ask questions and really listen. It seems obvious, but as salespeople, we are excited to share all of the cool features and benefits of our product.
It is critical to ask open-ended questions and then let your customer talk. Don’t be afraid of a pause. They will often surprise you with their openness and will lead (both of you) to a greater understanding of their needs, underlying motivations and circumstances. Hearing them will help you identify the features/benefits that will resonate and will uncover common ground upon which to develop a real relationship.
You will also be surprised at how often your assumptions or research are wrong or outdated. Once you really understand, you can provide the best solution to your customer and create a long-term, mutually beneficial partnership. You then become a trusted advisor, not just another salesperson.
What’s another skill that is less obvious or less appreciated that you also consider critical for sales success? Why is this skill so important?
Keep it simple!
In technology and most other services, the acronyms and descriptions are virtually meaningless unless you are a deep insider. Your customer likely deals with hundreds of products, services and industries, so you need to clearly and concisely explain what you do and how you might help them.
You have a very short window of time to gain their attention and interest. I personally receive dozens of email and phone solicitations. Rarely is it clear what they are offering in the first sentences. I don’t have time to keep reading, research or figure it out on my own.
Translate all stats and specifications into real-world, understandable benefits and meaningful success stories. When confused, people are often uncomfortable admitting that they don’t understand so they just shut down or tune you out. Refine your message by explaining it to your spouse or kids until they understand. Your customers will appreciate the clarity!
Translate all stats and specifications into real-world benefits and meaningful success stories.”
Throughout your sales career, what specific steps have you taken to strengthen these skills? And what advice do you have for sales pros looking to do the same?
Selling is about educating your prospects so that they are aware of their options and can make the best decisions. By listening and empathizing, you will earn the customer’s trust. By clearly explaining in understandable terms, you will win more business.
But to even get to the point where you can sell, you must be fearless in reaching out to your prospects. You can develop fearlessness by recognizing that we are all the same, all with our own wants, needs, insecurities and strengths. Don’t fear rejection or making mistakes. It is all part of the process.
If you (or your company) makes a mistake or causes a problem, correct it, apologize once and move on. Don’t dwell on it. The same goes for rejection: it is just not the right time or fit. Just push reset and start again.
We are all selling all day and every day, even if it is not in our job title. The old saying is true: nothing happens without sales!
