A lot of businesspeople believe sales is about convincing a lead to become a customer. Nothing could be further from the truth.
I’ll make it simple for you. I saw this quote by Peter Drucker: “Marketing aims to make selling superfluous.”
That doesn’t mean you should axe your sales process entirely. Rather, selling to leads should be easy and simple—not pushy, cajoling, convincing, and all of those things that you typically associate with sales.
So to help you increase your sales pipeline and lead conversion rate, I’m going to share a few truths your sales team can implement today. But let’s start with a little myth-busting.
3 COMMON SALES MYTHS
1. IT'S A NUMBERS GAME.
Say you make 100 cold calls daily.
It’s possible to get 20 leads to commit to an appointment and convert 10 people to customers, right?
Yes, it works. But it’s a hard slog. It’s soul-crushing. Not to mention it’s an inefficient and counterproductive sales strategy.
So sales is not a numbers game. It’s a performance game. It’s about how your sales team deals with people who want what you’ve got.
2. IT'S YOUR JOB TO OVERCOME OBJECTIONS.
“No” is a tough pill to swallow, but it doesn’t stop a lot of salespeople from overcoming objections. Die-hard salespeople tend to push qualified leads who aren’t ready to purchase over the line.
So don’t skip steps in the sales process; it will position you as a pushy salesperson. Instead, focus on nurturing a lead in your funnel. Keep the communication lines open, and when they’re ready to buy, convert them to a customer.
3. ALWAYS BE CLOSING.
Everyone has seen the movie Glengarry Glen Ross where it’s all about closing the sale and making the deal at any cost.
This is an old sales tactic. And it’s a losing strategy. Being aggressive positions you as needy, and it reeks of desperation. Instead, use your marketing efforts to get leads into your sales pipeline.
THE PSYCHOLOGY AND MINDSET OF A TRUE SALESPERSON
Salespeople typically face an uphill battle to win customers and generate more sales. In my 20-year career as an entrepreneur I’ve learned that conversations are more likely to lead to sales. That said, there is a right way to approach conversational sales.
Or try this low-key method to achieve these goals:
1. BE AUTHENTIC.
Have you ever attended a sales training? Sometimes, they talk about things like being enthusiastic and energetic when communicating with leads and customers. If this is your personality, there’s nothing to worry about.
But if you’re putting on a fake smile and trying to drum up an excited sales voice to convert a lead to a customer, you’re only creating pressure for yourself.
Don’t fall into this trap. Be authentic. People want to do business with real people, not fakes.
2. YOU'RE NOT IN SALES; YOU'RE A TRUSTED ADVISOR.
A great way to sell more starts with positioning.
You have to position yourself as an expert—a trusted advisor—who has your customer’s best interest at heart. You’re their confidant, someone they can trust to help solve their problems.
3. GET TO THE TRUTH.
The ultimate goal of sales is to get to the truth.
Let’s admit it. You can’t convert all of your leads into customers. It’s a matter of compatibility. You have to figure out if you’re a good fit for a prospect. And you do that by qualifying your leads.
Some prospects will tell you they either don’t have the budget, are not interested, or are not ready to buy now. Your sales team needs to be open to hear these objections and accept them.
If your instinct is to push the sale and counter objections, you’re only creating pressure. This drives leads away, which affects your lead conversion rate.
4. AIM FOR THE RIGHT GOAL.
Aim to sell only the next step in your buyer’s journey, not the final step.
This is a common mistake among salespeople. When they offer a sales deal, they skip to the final stage in the sales process. They focus on getting leads to sign on the dotted line as quickly as possible.
And again, this is a poor sales tactic. It makes your marketing campaigns redundant, and it defeats the purpose of building your sales funnel. So rather than shortcutting the sales process, sell only the next step.
LEAD CONVERSION STRATEGIES
Besides defining a professional salesperson’s psychology, I have two key action strategies to help you convert leads into sales.
1. POSITIONING
How you position your business is vital. Leads will take you at your own appraisal. Focus on positioning yourself as an expert and a trusted advisor. It gives potential customers the impression that you’re the best person to consult with, analyze a problem, and offer a solution.
2. DISCOUNTING
Resist the urge to discount. You’re unintentionally driving away high-value leads. If your marketing is targeted, you’ll attract interest from more qualified leads. You won’t lose customers, and people will still buy from you.
So rather than discounting, consider:
Bundling
Increasing quantities
Adding peripheral products or services
Boosting the value of your offer