Jobs in Sales – New Skills Needed

The job of a sales representative is more complex than it was at the time when the seller only had to deliver a good “pitch” to close a sale. Prior research done by the buyer explains this big change. Learn how a salesperson must adapt to this new reality, according to the experts from Dancause, a Quebec City firm that specializes in business strategy.

To stand out in the sales jungle, there will always need to be a level of ambition, perseverance and diligence to achieve your goals. But in a world where information is abundant and accessible, potential customers have undoubtedly had the opportunity to read about the product, read users’ reviews, compare and even test the product. So there is no longer the “discovery” stage in their buying process, and this is a reality the salesperson must know how to manage.

Caring about the buyer

While the buyer is more informed than ever, he is however more confused confronted with so many offers. The buyer wants to do business with a professional salesperson who understands his needs and his fears of making the wrong choice. It’s no longer just a matter of price.

The salesperson’s position then becomes that of a kind of “manager of the customer’s fear of making a bad decision”. He must therefore make sure to bring value to the customer’s buying logic. The salesperson must allow the buyer to make an informed choice rather than using strategies to sell his product at as high a price as possible.

Avoiding information overload

The buyer must of course understand the difference between the products. But he has no need to know the technical details of the entire range offered. Unnecessary information overwhelms the customer with superfluous information and impedes his decision-making. A good salesperson must know how to identify the customer’s needs and provide him with the information to guide him to the right choice.

A question of concern

The more questions the salesperson asks his customer, the better able he is to guide him to the right product. While considering the customer’s need, he must address his concerns. The salesperson can better guide the consumer if he takes account of his fears and what the customer is afraid of being wrong about.

If the conversation targets the buyer’s needs and concerns, the salesperson’s understanding consolidates the customer’s confidence. The salesperson is transformed into a consultant with whom the buyer has an honest discussion. This exchange turns into a positive experience for the customer, which will be sure to seal a relationship with the salesperson for his future purchases.

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