Sell better: Five strategies to implement and grow your business
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Posted: Fri 24th Jan 2025
Sales is often the last thing on a small business owner's mind. Many owners are experts in their field, passionate about their products and dedicated to marketing their services but when it comes to selling, they feel uncertain or even uncomfortable.
What if I told you that sales doesn’t have to be complicated or sleazy? In fact, it can be one of the most authentic and enjoyable parts of running your business. In my book, The Only Sales Person in the Room: 52 Ways for Small Business Owners to Master the Art of Selling, I share strategies that can help you confidently navigate the sales process and grow your business.
Here are five easy-to-implement strategies from the book that will help you get started:
1. Start with building relationships, not selling
One of the biggest mistakes I see business owners make is jumping straight into the 'sales pitch'. People don’t want to be sold to, they want to be heard and understood.
The first step in selling is relationship building, instead of focusing on the transaction, start by getting to know your customers. Ask them about their challenges and listen to their responses. When you understand their needs, you can offer solutions that resonate with them.
This is where networking comes into play. Sales is not just about closing deals; it’s about connecting with people. By building genuine relationships, you will create a network of potential customers who trust you and are more likely to buy from you in the future.
2. Make prospecting fun and natural
Many business owners dread the prospecting phase because it feels awkward or forced but prospecting doesn’t have to feel like a chore. In my book, I talk about prospecting as the starter of your sales process, just like the first course of a meal. It’s about sparking curiosity and getting people interested in what you offer. Instead of cold calling or sending generic emails, try a more personalised approach.
For example, you can start conversations on social media or at networking events by asking insightful questions or sharing useful content. These interactions can build rapport and encourage people to take an interest in your product or service. The key is to be authentic, inquisitive and non-pushy.
3. Present your offer in a way that reflects your values
In the book, I explain that one of the keys to a successful sale is aligning your offer with your personal and business values. When you present your products or services, think about what makes them different from what is already available. It’s not just about features or benefits; it’s about why you do what you do.
For example, if your business prioritises sustainability, make sure your sales conversations reflect that commitment. When customers see that your values align with theirs, they are more likely to engage and ultimately make a purchase.
4. Create an irresistible offer
Once you’ve built rapport with your prospect and presented your offer, it’s time to make it irresistible. This doesn’t mean offering the lowest price, it means demonstrating the value your product or service brings to their lives. In my book, I guide readers through how to craft compelling offers that are hard for potential customers to resist.
Think about your offer from the customer’s perspective: what problem are you solving and why is your solution the best fit? Present your offer as something that will improve their situation, whether it’s saving time, reducing stress, or enhancing their lives in some way.
5. Follow up with a sweet touch
Sales don’t end once you make the pitch. Following up is essential and in my book, I compare it to the 'dessert' of the sales process. Just like a delicious dessert leaves a lasting impression on a meal, a thoughtful follow-up can leave a lasting impression on your customers.
The follow-up is not about pressuring the prospect to buy; it’s about maintaining the connection and showing that you care. Send a thank-you email, provide additional information, or offer a small incentive to sweeten the deal. This final touch can be the difference between a one-time customer and a long-term loyal supporter.
Start selling with confidence
Sales doesn’t have to be intimidating. With the right strategies in place, you can confidently navigate the sales process and start seeing real results. These five strategies are just a starting point and you can dive deeper into the entire process in my book, The Only Sales Person in the Room: 52 Ways for Small Business Owners to Master the Art of Selling.
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