Business

Get More Sales: Master the Art of Selling

You don't have you be a born businessperson. You just need to know these tips.
Photo Credit: Photo Credit: ATA

Author: Cassie Scott

You can have fun on the job, but the measure of a successful store ultimately rests in sales. Profit is what keeps your business going. To get there, you need to sell.

“Selling is the most basic and fundamental skill required to be a successful entrepreneur,” said Rahul Varshneya, author of “4 Steps to Master the ‘Art’ of Selling.”

Whether you’re a new archery retailer or have been in the business for multiple years, you can benefit from a refresher on how to sell your products, services and goods.

According to Varshneya, selling is not an art, but rather a skill anyone can master. Achieving that skill begins with practicing genuine kindness. Many new or interested customers might be skeptical about selecting the right products, but are too shy to ask for help. Approach your customers with a smile and be patient. Sometimes establishing a rapport with your customer is the best sales tactic.

Ready to increase your sales? Look at this five-step plan to win more sales and build a profitable business.

1. Educate Yourself


There is an abundance of information available online, customers can educate themselves about certain products before walking through your door. Be the expert they expect. If you’re knowledgeable and confident, your customers will trust the judgement and expertise. Photo Credit: Shane Indrebo.

Learn more about your products and services. You should know everything there is to know about the products you stock, including who makes it, how it works, where it’s manufactured, when to use it and how it helps archers be more successful. The fact is, with the abundance of information available online, customers can educate themselves about certain products before walking through your door. Don’t risk being one-upped by a customer. Be the expert they expect. If you’re knowledgeable and confident, your customers will trust your judgement and expertise.

2. Understand Your Customer


Ask questions and listen to their answers to identify their struggles or problems. Then, make an emotional connection by acknowledging that you know what they want and can help them overcome their concerns. Photo Credit: ATA.

Use the four concepts in Steve Tobak’s article, “How to Sell Anything to Anybody,” to educate and connect with your customer. Tobak recommends you “do your homework,” “ask and listen,” “make a genuine connection,” and “know whose side you’re on.”

Remember, the customer is your key to a sale. If you help them, you help yourself. Do your homework and understand their needs and goals. Ask questions and listen to their answers to identify their struggles or problems. Then, make an emotional connection by acknowledging that you know what they want and can help them overcome their concerns. That connection helps cultivate a trusting relationship, which is necessary to make a sale. Lastly, ensure your customer knows you’re on their side, and that you support their decision and will work with them to find a solution.

3. Introduce the Sellable Good


You now understand your customer’s needs. Now pair the two efforts together, and introduce your customer to the sellable good. If you’ve listened and understood your customer correctly, this product should be the solution to their problem. Photo Credit: Shane Indrebo.

This is a simple step. All the work you’ve done in steps one and two lead to this moment. You know your products and services. You understand your customer’s needs. Now pair the two efforts together, and introduce your customer to the sellable good. If you’ve listened and understood your customer correctly, this product should be the solution to their problem.

4. Offer Your Value and Expertise


It’s good to explain the features of a product, like how it works or how it meets their needs, but it’s even better to explain the benefits associated with the product or service. Retailers offer a lot of value to their customers. That value can be defined as a benefit. Photo Credit: Shane Indrebo.

According to Geoffrey James, author of “6 Ways to Convince Customers to Buy,” there is a difference between benefits and features. He said, “A feature is something that a product or service ‘is’ or ‘does.’ A benefit is something that the product or service ‘means’ to the customer.”

It’s good to explain the features of a product, like how it works or how it meets their needs, but it’s even better to explain the benefits associated with the product or service. Retailers offer a lot of value to their customers. That value can be defined as a benefit.

Think about your commitment to your customers. You spend time helping them become familiar or comfortable with the product they purchase. You set up their bow, teach them how to shoot it, and offer tips on shooting technique. Your support, knowledge and assistance add value to the sale. Don’t short-change yourself.

On another note, help your customer understand that a good deal doesn’t always mean the cheapest deal, and the quality of the good may provide the best value.

5. Ask for the Sale


Ask for the sale in a way that feels comfortable to you. Many sales representatives or business owners don’t ask for the sale out of fear of hearing “no.” However, after you hear “no” a few times, you become less afraid of rejection, and you’ll realize the technique often produces a “yes.” Photo Credit: Brian’s Archery Shop via Facebook.

An article published on TheBalance.com states the best closing technique is to ask for the sale, and to be persistent about it. Many sales representatives or business owners don’t ask for the sale out of fear of hearing “no.” However, after you hear “no” a few times, you become less afraid of rejection, and you’ll realize the technique often produces a “yes.”

Ask for the sale in a way that feels comfortable to you. Here are a few examples:

-What do you think, can I ring this up for you?

-It has been a pleasure talking with you, are you ready to buy?

-Is there anything preventing you from purchasing this today?

Archery retailers rely on equal parts of sales, credibility and customer service to be profitable and productive. Use this plan to bring those three parts together to boost your business.

For a comprehensive selling strategy and lessons on how to succeed in the profession of selling, consider reading Tom Hopkins’ book, “How to Master the Art of Selling.” You can also watch his 50-minute video presentation on the subject.

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