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Winning profitable new business

“Retail has been described as selling things which don’t come back to customers who do.” Tom Farmer

Every business, however illustrious its history or brand and however many assets it has, is only as strong as its next three months’ order book. In other words, sales matter. This may seem obvious, yet it is easy with daily pressures to become complacent and to think that sales will always flow in. History is littered with examples of organisations that failed to work at winning new business and that withered away as their customers departed to competitors.

Professional selling means finding out what the client wants and presenting a solution that fits. Done properly, it is simple, honest and worthwhile – after all, you are working to understand someone’s specific needs and then trying to meet these in a mutually beneficial way.

This toolkit explains how to increase sales.

Length: 18 pages

Contents:

The Benefits

Key Concept: Professional Selling

Avoiding Problems – this section includes practical techniques to help avoid potential pitfalls when selling.

Key Questions

Dos and Don’ts

Action Checklist: Selling and Influencing Skills
• Understanding buying and selling behaviour
• Matching your style to the customer

Action Checklist: The Sales Process

Action Checklist: Helping Customers Buy
• Using GRIP (Goal, Reality, Implications, Plans)
• Goal
• Reality
• Implications (and importance)
• Plans
• Presenting features and personalised benefits
• Asking for the business
• GRIP: conclusions

Key Concept: How to Win Friends and Influence People

Action Checklist: Sales Techniques
• Plan your approach from the buyer’s perspective
• Exceed customer expectations
• Overcome objections
• Complete the sales meeting

Things You Can Do
• Sell
• Co-operate and network with colleagues across the business
• Build a sales culture that generates increased revenues
• Review the effectiveness of past sales and marketing techniques
• Organise a sales briefing with non-sales staff
• Match your style to the customer
• Gather customer feedback
• Focus on the target market and understand what customers want

Further Action

Further Information