Selling success: The art and science of top sales strategies

ILLUSTRATION BY RUTH MACAPAGAL

Why am I naturally passionate about sales? At the Tom Oliver Group, we have witnessed firsthand the transformative power of sales training. Working with clients ranging from Fortune 500 companies to some of the largest family-owned businesses, we have seen how continuous investment in sales training leads to remarkable improvements in performance and business outcomes.

Businesses that prioritize selling and invest in their sales teams often see significant returns. Companies like Salesforce and HubSpot have built their success on the foundation of robust sales strategies and continuous training. These organizations understand that a well-trained sales force is a strategic asset that drives revenue and fuels growth.

Selling is helping

What have my team and I learned over these decades of training? We have learned that selling is both an art and a science. Selling is about helping. Understanding customers and their needs and then offering solutions to their specific problems is the foundation of effective selling.

This needs-based approach contrasts sharply with trying to push products and services onto customers, which may only yield a few one-off deals. Instead, sustainable sales and repeat business are built on truly addressing customer needs.

My company and I recently completed an extensive training program, coaching over 8,000 front liners in sales for one of our clients. Additionally, we certified and graduated 31 master trainers to ensure the sustainability of this sales training initiative. By empowering these trainers, our client can now independently cultivate a groundbreaking sales program that will thrive for generations to come.

The two Big Rs

For your salespeople, the goal should be to achieve the two big Rs: repeat business and referrals. You want customers to come back and refer you to others—to their friends, colleagues, business partners and family.

There’s a famous saying that almost anyone, no matter how unpopular they are, can come up with at least 60 people they would invite to their wedding or funeral. This implies that for every client or customer you have, there is the potential for 60 referrals who might buy your products or services.

Selling, often perceived as a mundane and unglamorous task, is in reality the vital pulse that sustains every business. Yet, in many societies around the world, sales professionals do not receive the respect and recognition they deserve.

An art and a science

Selling is a unique blend of art and science. On the artistic side, it involves understanding human psychology, building relationships and crafting compelling narratives that resonate with potential customers. A successful salesperson must possess excellent communication skills, empathy and the ability to read and respond to customers’ needs and emotions.

These qualities enable them to create a personalized experience that makes the customer feel valued and understood. Most of all, it empowers them to become excellent communicators.

On the scientific side, selling involves analyzing data, understanding market trends, and employing systematic approaches to target and convert leads. Many modern sales strategies rely heavily on data-driven insights to optimize processes and improve outcomes. These include leveraging customer relationship management (CRM) systems, analyzing sales metrics and employing predictive analytics to forecast trends and identify opportunities.

By integrating these two facets, sales professionals can craft strategies that are not only persuasive but also efficient and scalable.

Break the barriers

Despite its importance, selling is often misunderstood and undervalued. Several limiting beliefs contribute to this perception.

1. “Selling is a talent you either have or don’t.”

Many people believe that great salespeople are born, not made. This misconception ignores the fact that sales skills can be learned and developed through training and practice. While some individuals may have a natural aptitude for sales, most successful salespeople achieve their status through hard work, continuous learning and refinement of their techniques.

2. “Good products sell themselves.”

Nothing could be further from the truth! Countless good ideas and products die on this grave. This belief even exists in innovation hubs like Silicon Valley, where the focus is often on creating groundbreaking products. History is full of examples of excellent products that failed to gain traction due to poor sales strategies. No matter how innovative a product is, it requires effective sales efforts to reach its intended market and achieve success.

3. “Salespeople are pushy and unethical.”

The stereotype of the pushy, manipulative salesperson has long tarnished the profession’s reputation. In reality, successful salespeople are consultative, acting as trusted advisors who genuinely seek to solve their customers’ problems. Remember, selling is helping. Ethical sales practices build long-term relationships with customers and increase customer loyalty, which are crucial for sustainable business growth.

Myth of the self-selling product

A pervasive myth in the business world is that great products will sell themselves. This fallacy has led many companies to neglect their sales strategies, resulting in missed opportunities and financial losses.

In reality, even the most innovative products require strategic selling to succeed. Consider the case of Google Glass, a highly anticipated product that failed to achieve commercial success. Despite its technological prowess, Google Glass struggled to find a market due to inadequate sales and marketing efforts.

Continuous training and development

To maintain a competitive edge, companies must invest in continuous sales training and development. Selling techniques and market conditions are constantly evolving, and ongoing training ensures that sales teams stay updated with the latest strategies and best practices.

Continuous training offers several benefits.

• Skill enhancement: Regular training helps salespeople refine their skills, learn new techniques and adapt to changing market dynamics.

• Boosted morale: Investing in training demonstrates that a company values its sales team, boosting morale and job satisfaction.

• Increased performance. Well-trained sales teams are more effective at converting leads, closing deals and achieving targets.

One notable example of a company that excels in sales training is IBM. The tech giant invests heavily in training its sales force, offering comprehensive programs that cover everything from product knowledge to advanced selling techniques. This commitment to training has contributed to IBM’s reputation as a leader in technology sales.

What next step will you take to ensure the continuous growth and sustainability of your sales force? INQ

Tom Oliver, a “global management guru” (Bloomberg), is the chair of The Tom Oliver Group, the trusted advisor and counselor to many of the world’s most influential family businesses, medium-sized enterprises, market leaders and global conglomerates. For more information and inquiries: www.TomOliverGroup.com or email [email protected].