Sales for non-sales people. What’s the worst that can happen?


After repeating the above mantra to myself for what must be the millionth time I thought I would share this small piece of wisdom (at least that’s how I feel about it)

I like selling and as a result have found it hard to understand other people who don’t like it and often won’t do it, but not every one is comfortable with the sales process particularly those that describe themselves as non-sales people.

As an agency we specialise in professional service firms, these individuals are usually highly technical and excellent at their chosen area of law/accountancy/finance. However, where many struggle is when it comes to selling. Many hate the word and everything it represents where as others are just confused and not sure how to sell.

Hopefully some of the below points will help and give confidence to these individuals in particular.

1. What is the worst that’s going to happen? – If you sell, the worst that will happen is rejection (e.g no). However, you could get a yes and win the work – this is a great confidence boost and after all we are all in business to succeed.

2. I don’t want to be pushy – If a prospective client calls you, they want to feel valued and wanted. Asking for their business is just part of this. Having worked in the industry for over a decade I have seen evidence from mystery shops and client feedback which backs up the point that prospective clients want to feel wanted!

3. Reality check – A lawyer is a lawyer and an accountant is an accountant, what makes you different is YOU. When being instructed people are buying you, so you have to sell yourself.

4. Features and benefits – Try not to focus on the technical work that you can undertake as assumptions are made by the buyer that you have the ability. Think more about what you or your firm do to add value.

5. Listen – there are lots of articles on google about selling by listening. It is true that if you listen you will identify opportunities to sell and also ingratiate yourself to the speaker by doing so.

6. Overcoming objections – if you don’t ask for the work then you wont know why the prospective client doesn’t want to use you and therefore you will miss the opportunity to overcome objections. This can also be a really useful activity to capture feedback. For example the prospective client may tell you that you are much more expensive (which you may or may not have known). If it is due to cost, this is your opportunity to justify why you are more expensive…

The above are just a few tips to help…I hope you found it useful!


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