Master Your Selling Fundamentals First!

Articles, Selling

You can talk about advanced selling techniques and tools all you want, but until you have a solid grasp of selling fundamentals … these exercises are meaningless. Even worse, I believe them to be hazardous.

I know what SEO is. The extent of my knowledge of this practice is fairly limited. I know what the letters in the acronym stand for. Beyond that … not much else. What I’d like to do is skip the basics and move to the more advanced tactics and strategies. This, of course, would prove to be disastrous. Is selling any different?

How’s your hearing?

I’m not just talking about your ears. Hearing is a multi-sensory exercise. 

  • What is the customer really saying? 
  • How are they responding to your statements? 
  • Are they in agreement? 
  • Do they even know what you are talking about? 
  • Did you answer their questions? 
  • Is now the right time to ask them for the order? 
  • In their minds, have they already bought? 

If your mouth is always moving, these subtle indicators will be difficult to identify. So, give your tongue a rest and focus on your customer. Ask good clarifying questions to confirm understanding and acceptance. Encourage them to talk more while you talk less.

What does your process look like?

Your sales process maps your steps from an initial opportunity to a completed sale. Perhaps more importantly, a successful sales process can, and should be, duplicated. However, your buyer has their own process and it is your job to identify and understand this. Guess which one takes priority.

Have you earned their trust?

People buy from people who they know, like, and trust. Of the three, trust is the most important. I have known a lot of successful salespeople who were, quite frankly, pretty tough to like. However, they were professionals who buyers came to trust and who would buy from consistently. 

Are you responsive or reactive?

Being responsive, answering the phone, replying to emails, and all in a timely manner is one thing. Being proactive and reaching out ahead of time, the unexpected, takes being responsive to the next level.

I might be a salesperson, but I am also a customer. And I am appalled by the lack of responsiveness that I see being exhibited by most, not just many, salespeople.

Do you play bridge?

Bridge statements are extremely powerful and should be used in multiple ways. One common method is called the 3 C’s. Clarify, Cushion, Confirm. Let’s look at it …

  • Clarify – “I want to make sure that I understand your question. Is it (or please explain it further)?”
  • Cushion – “Thank you! I can see where that is important to you. Because of this (provide answer”. This is your bridge statement.
  • Confirm – “Did I answer your question to your satisfaction?”

Clarifying and Confirming, on their own, are just as powerful when not applied in conjunction with a bridge statement. By the same token, a simple bridge statement will move you naturally into what might be an uncomfortable question. 

Such as … “People are often uncomfortable when I ask this question but our goal is to provide you with the best possible solution that meets your needs and your budget. Might I ask what your budget might be?”

Are you exceeding their expectations?

It’s just not enough to meet customer expectations. Meeting expectations might get you a sale, but you don’t have a customer who will buy from you repeatedly and who will refer you to others. Successful salespeople excel in beating expectations as well as in uncovering customer expectations. 

You also have the opportunity to help the customer with their process as well as letting them know, up front, what they can expect from you. What and when.

The difference between “knowing” and “reflex” your selling fundamentals

Here is an example of knowing. You leave a selling opportunity and maybe it did not go as well as you had hoped. Reviewing the call in your mind, you recognize that … “If only I had done [this], the outcome might have been different!”  This is knowing what to do.

Reflex, on the other hand, is doing it without having to think about it. Reflex is a byproduct of practice. Consistent practice of the selling fundamentals based on previous experience. Even better, it is delivered in a seamless and natural fashion. There is nothing uncomfortable in doing so.

Good sales opportunities are expensive and difficult to find. When they do present themselves … make the most of it and it all starts, and ends, with mastering your selling fundamentals.

Craig M. Jamieson

Craig M. Jamieson

Managing Member at Adaptive Business Services
Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!
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