Sales Rules Are Meant To Be Broken

“Know the rules well, so you can break them effectively.”  ― Dalai Lama

In today’s fast-paced world of technology, target markets are sophisticated, knowledgeable and techno-savvy.  And not particularly loyal.  They are far more discerning when making decisions and have more choice when it comes to products and services.

When I started out in sales, the ‘fear and threat’ methodology was the accepted practice.  Scant emphasis was placed on whether the client was receiving true and sustainable value.

In today’s dynamic sales industry where a company’s reputation can be destroyed within seconds by one dissatisfied client complaining on social media, it has to be remembered that ‘sales’ is not just a selling function, but it must include public relations.  Companies are being forced through market pressure to become more efficient, and to employ the rules of good governance.  (Those you can keep!).

A colleague of mine with his own business dealt with a company that kept deferring payment.   His decision to no longer use that company had two results.  Firstly, the company lost a client and secondly, my colleague immediate response when the company’s name is mentioned is raise the ethics and slow payment policy that he experienced.

All aspects of the company create an image and influence the brand.

So are there any new rules?

There are indeed, and they are based on common sense, so they aren’t really rules at all!

• Sales needs to be the focus of the whole company. Every aspect of your company must support the brand.  Have your internal ducks in a row.
• Know your business. Why are clients buying from you and why are they staying with you?
• The process needs to have focused on the client and not on what you want to sell.
  • What are the client’s needs?
  • Link your product and service to the needs that the clients have and add value.
  • There needs to be value in what the client is purchasing
• People buy from people.
  • Develop long term relationships.
  • Develop an authentic relationship.
  • Integrity and ethics are critical in the sales cycle and will result in continued business and referrals.
  • Your next new prospects are your existing clients
• Don’t use complex phrases that are the current industry fad.
  • They lack sincerity and are glossed over during the sales process.
  • Stay away from sales words that have become clichés.
• We don’t use soft closes. Don’t treat your client like an idiot.
• Create confidence. Show your client they can rely on you for delivery, for service and for product value.
• Understand your client and their industry.
  • We are no longer encyclopaedia salespeople, knocking on doors.
  • It is critically important to know who we are talking to and the potential issues that they are experiencing.
  • Be prepared and differentiate yourself

And break the rules if you really HAVE to!  The Dalai Lama would approve.