So many of my clients, when they come to me, have struggled with sales. In many cases, when we get to the root of this struggle, it becomes clear that the real problem is that they don’t know how to sell while remaining authentic to themselves. When they try to sell, they end up feeling uncomfortable and sleazy.
Many times when people begin to sell, they do it from a place of scarcity or fear, instead of from a place of understanding that the right client for them is out there. When you approach sales from a place of scarcity, you run the risk of feeling unauthentic, icky, and sleazy.
I recently had the opportunity to speak with a good friend, Erika Tebbens. She is a Sales Strategist for ambitious misfits who want success, but aren’t willing to compromise who they are to get there. She works with service providers, consultants, and coaches to create custom growth plans that avoid complex systems, sleazy sales tactics or battling burnout. She walked me through her process of selling without being sleazy. She uses the acronym S.A.L.E.S to paint the picture and I’m going to break it down for you here!
Here are 5 steps for selling in a way that feels comfortable and authentic:
S – Set the Tone
Make the person feel seen and heard. In everything that you do and put out there – whether it’s on social media, blog posts, podcast episodes, training, webinars, you name it – be warm and welcoming.
Sales and marketing are interconnected. Your marketing should be warming up your audience to get them to that sales call. Building up that rapport on that first sales call is so important. You can do it by setting the right tone.
A – Ask Good Questions
When we know what people really need and what their big struggles are, we can get to the heart of the matter. When we get to the heart of the matter, we can make better suggestions.
Sometimes, as the expert, you will have a more holistic understanding of the struggle. But, there is still a benefit in hearing the struggle in your clients’ own words. You can do this by asking really good, thoughtful questions.
L – Listen, Limit, and Lead
When you’re a good listener, you can limit the options and lead your client to the best option for them. When giving options, try to limit to no more than two or three. Then, based on your listening, lead them to the option that best serves them.
This means, not always pushing your highest touch offer. In the long run, your client will appreciate your honesty in helping them find the right fit. This will create a relationship and bond that is strong and they will become lifetime customers as opposed to one-offs. And, they’ll be more likely to refer friends. Bonus!
E – Expect the Yes
This can be really hard in the beginning. Use it as a little reminder that when you are about to make your ask, you can trust that you’ve done what you need up to this point. You can expect a yes!
And, if not a yes, you still know that things will all be okay. It’s just a simple reminder to take a little breath and release the tension and nerves.
S – Suggest
This is the point when you say, “Hey, I think that the best solution for you is, X.”
Then, take a pause and breath. You don’t need to fill the space. This is the time to wait and listen.