If you own your own business, there’s a good chance you got into it because you love doing the job. But how do you define “doing the job”? Are you a graphic designer who loves to spend hours making sure there’s a cool underlying grid to your work? (Guilty.) Are you a baker whose passion is making the ganache come out just right? Or an accountant who sees the beauty in a spreadsheet with no question marks? Congratulations — you are great at executing, once you’ve made the sale.
I’m sure you know that a business owner is also a bookkeeper, a strategist, an advertiser, an HR person, a janitor, and a salesperson as well. Perhaps you just don’t spend much time thinking about each of these roles, or perhaps you wait until someone is standing in front of your cash register with a wallet before you think of yourself as a “salesperson.” That was me, for sure. I never did things like ask for a referral or “ask for the sale” or push for a “no.” I just went by instinct. The problem was, I was never going to grow my business unless I spent some time actually selling. If you’re in that situation, here are a few hints to get started.
A good salesperson has a good system
In any of my customer-facing roles, I’ve learned that you need a plan for each interaction. If you have a meeting with a customer, you should know ahead of time what you might have to offer the customer, and make sure you offer it. If you don’t know, then the meeting should be aimed at discovering what the customer needs and whether you can help the customer.
In a lengthy, complex sales process, this could be a systematic “steps of sale” plan that you follow with each customer. A simpler sales process occurs every time you’re in a restaurant and the server offers you the dessert menu. The main thing is not to forget it! If you’re in a complex sales process that has a next step, schedule the next step in your calendar or CRM system. If your shoe store has a special on socks, put a picture of socks next to the cash register so the check-out person remembers to offer them. Train yourself to say “Is there anything else I can help you with?”
Get rid of things that keep you or your people from getting paid
Last time I got a haircut, the salon owner told me that I couldn’t put a tip on my credit card. The haircut was $150. Did I have $30 in my wallet? That salon owner needs to fix his system immediately so his people can get paid.
Don’t abuse your customers’ trust — A tale of two chiropractors
A long time ago, I hurt my back and went to a chiropractor. Soon I was having sessions three times a week, because that was the chiropractor’s recommended practice. The next time, I ended up going to a different chiropractor. “When should I come back?” I asked on my way out. “Come back if your back hurts,” was his answer.
Guess which chiropractor got my business the next time?
Don’t sell people things they don’t need. If they ask you for your recommendation, honor it as a sign of trust. Don’t do things to your customers that would make you mad if someone did them to your mother.
Don’t over-rehearse or beat yourself up
Many selling situations can feel awkward or even combative. If a customer is “just browsing” in a retail store, they might not want to be asked, “May I help you?” In a complex B to B selling process, you might feel as if you’re in a battle with the customer’s reluctance (or the customer’s boss or budget situation). You won’t always succeed, and if you over-rehearse a conversation, you’ll get nervous. Accept that only a percentage of conversations will have a favorable outcome. Just set your intention ahead of time and do your best.
Don’t fail to sell
Sales should never be about selling people things they don’t want or need. If you believe in what you’re selling, you are actually hurting your customers if you fail to sell. Think of buying from you as the first step in your customer’s journey towards a better life — and sell with honor and joy.