We all have to sell to generate revenue and, as we know, revenue is the lifeblood of the business.

The fact is that many people outside of sales have a skewed vision of what the selling process is all about. It’s not about conning people or persuading them to buy something they don’t want; it’s all about helping people to buy the products, services and solutions they actually need.

To this end, the most successful salespeople would offer the following advice. Be yourself, and always be true to your values. Protect the values of your brand, and the integrity of yourself and your company.

Beyond that, look at each opportunity to sell as the beginning of a fruitful, two-way relationship.

Here is a ten-point checklist to help non-sales professionals understand the process. It’s also a useful basic guide for managers to use with junior members of their teams....

ONE

Belief is key. If you don’t believe your product will make the customer’s life better, you need a new product to sell. If you can’t tell your prospect why they need your product you can’t sell it.

TWO

Know and understand your product thoroughly. Know why your product is different from the competition. Know all the technical, physical, emotional, and cognitive differences between your product and those in the same industry.

THREE

Know the competition. In order to help the buyer make a good decision, you must be able to discuss the other options in the market openly and honestly.

FOUR

Make contacts at the right level. Don’t spend too long talking to the receptionist or assistant if they can’t make a purchasing decision, but do make them your ally in terms of contacting the decision-maker. Ask enough questions to make sure you are talking to the right person. Go higher up the organisational chart, rather than lower. Someone higher up the food chain can influence someone lower down: it rarely happens the other way around.

FIVE

Ask plenty of questions. You need to have a conversation with each prospect. You have to determine if your offering will help them or their customers, enhance their lives, or solve a problem for them. Ask questions that uncover their needs; then provide information about your product that will help them decide whether your product or service can fulfil those needs.

Don’t be afraid to acknowledge gaps in your knowledge regarding their specific needs or situation but be clear that you will get back to them with the appropriate answer. Truth and sincerity is critical in any business relationship.

SIX

Propose a solution. If your offering looks right for the prospect, explain how it will specifically solve a problem or handle a need.

SEVEN

Objections are there to be handled. Don’t be afraid of them. If there aren’t any, it may be too good to be true. You may even want to encourage some objections so you can find out what a prospect’s concerns are.

If you can satisfy those concerns, do so. If there are too many, you may not have the solution for the prospect at the time. This is bound to happen on a regular basis.

Remember also that, while the prospect may not be your customer today, if your treat them the way you want to be treated – truthfully and with respect – one day they probably will be.

EIGHT

Confirm the sale. Don’t focus on ‘closing’ as an attitude of mind. Making the sale is not the end of the process. Confirming the sale indicates the beginning of a long-term relationship in which you will be continually making a positive impact on the customer’s life. You will be solving problems, providing great service, and helping them grow their business. It is the beginning of a relationship which will be built on trust, respect, and mutual rapport.

NINE

Make sure you deliver. As any small business owner knows, the sale’s not made until the money’s in the bank! Too often the sales process is thought to be ‘finished’ with the confirmation of the sale. However, taking the order is only the beginning of the relationship and there is no sale if there is no delivery. Make sure you provide what you said you would provide, on time and to specification. Very often a salesperson has to shepherd a product through the manufacturing and delivery process.

TEN

Follow up. This is where you find out whether the customer appreciates your product or service. It is also the time to discover any problems the customer may have encountered, and gives you the opportunity to fix them. This is the opportunity to begin to build repeat business and obtain business referrals.

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