What makes a salesperson successful? It is the million-dollar question. There are books, seminars, programs and classes that are developed by those claiming to have the magic recipe.  

The key to a successful salesperson is their ability to deliver value. David Sandler said it best – “People buy emotionally, and they justify their decisions intellectually.” Essentially, the consumer must perceive the value higher than the cost of the product, service or solution being presented. How do you determine what is valuable to you and your customer?  

Know your target audience. Before investing time with a consumer, make sure they are in the market for what you are selling. Ask yourself – who needs, wants and/or benefits from what I am selling? For example, someone with cancer would likely pay any amount of money for the medicine to cure them. However, a patient dying of a degenerative condition simply cannot justify purchasing the medicine for just any amount of money. Devoting time to sell the cure to cancer to someone dying of HIV or dementia would be a waste of time.

Jeff Hoffman said, “When reps take the role of a curious student rather than an informed expert, buyers are much more inclined to engage.” Asking the right questions will lead you to your solution. In order for the customer to see the value, you first must learn what it is that resonates with them. A successful sales professional is curious. They seek to understand what the consumer is looking for, what is important to them, and why that is. Most importantly, they focus on listening to their answers before making a suggestion to buy anything.

When developing a solution, reiterate what the customer said they value. Emphasize how your solution touches on the points they expressed a need or desire for. The lack of success in sales is likely due to the customer not seeing the value in the product or service being offered. If you face rejection, they likely perceive the cost of the product, solution or service at a higher price than their perceived value. As Kate Zimbriskie said, “The customer’s perception is your reality.”  

When it comes to closing a sale, asking the customer for their buy-in is the easiest part.

Hopefully, you have understood their wants or needs and tailored the delivery of your offering to adhere. As John Maxwell said, “Successful people reject rejection.” If you receive a no, begin by asking where you missed the mark. There may be an opportunity to overcome the rejection by articulating that what you are selling is of value to them.