The art of persuasion in sales

As a salesperson, maintaining a healthy relationship with each client is crucial. Photo: TBS

Customers are the kings of the market. As a salesperson, you should always consider that your clients may know better than you. 

Sales jobs serve as eye-openers for newcomers. Most newcomers believe that a career in sales is hectic. Students often do not want to pursue a career in sales. Even during interviews, students do not feel secure about accepting sales positions, even when selected. Fresh graduates typically seek desk jobs. However, the reality is that from CEOs to security officers, everyone works tirelessly to achieve the company's targets.

As a salesperson, when you achieve your target, you receive commissions, bonuses, foreign trips, and more. But at the beginning of a sales career, it is essential to learn the basic rules of sales, with communication being paramount. If you cannot convince your customers, you will lose sales. Newcomers often fear failure, and there is a prevailing negative perception of sales jobs. It involves door-to-door activities. As sales professionals, we aim to avoid hearing 'no', but it is only in the sales profession that you can turn a 'no' into a 'yes.'

In my career, I have numerous examples. I once visited a client for seven months to change his 'no' to a 'yes.' This customer was initially dissatisfied with various companies' internet connections. I worked for an internet firm. Upon receiving my sales offer, he angrily accused me of being a liar. However, I did not give up. I visited his office twice a week, and we gradually became good friends. He even offered me lunch on occasion.

During those seven months, I did not utter a single word about sales. One day, he expressed interest in my company's offer. I provided the proposal but refrained from pressuring him, giving him space to think. These sales tactics helped me create a positive impression in his mind, and he eventually became a loyal customer. Maintaining a healthy relationship with each client is crucial. A sales professional works around the clock and is always ready to address customer queries. I stood by him during his tough times.

When I started my career at an FMCG company, I had to visit 70 retail shops each day. My feet became sore, and my mother used to massage them with oil. The next morning, I continued my journey. After two years of hard work, I was named 'Man of the Year' and received an award.

In the early stages of any sales profession, it can be challenging to shoulder the responsibility. However, if you remain determined, you can achieve your goals.

Looking after existing customers: Existing customers are the foundation of a company, as they are already paying for your services. Sometimes, when we acquire a new company as a customer, we forget to maintain contact with our existing ones. As sales professionals, we must rekindle old contacts, as these loyal customers can also serve as valuable referrals.

Stay humble: Always approach your clients with humility, treating each customer as if they were a newborn. Remember that not all clients are the same. Some may be demanding or ask many irrelevant questions. Even when faced with such challenges, responding courteously can win over your customer's heart.

Talk less, listen more: Allow your customers to express themselves. Sometimes, clients are frustrated with services and may want to vent their concerns. Absorbing their feedback and addressing their dissatisfactions can provide valuable insights to improve your service. Many clients may be going through a difficult time or experiencing emotional stress, and being a supportive listener can make a significant difference in their emotional well-being.

Dress properly: Maintain a professional dress code that aligns with the services you provide. Your attire should complement your role and create a positive impression on your clients. Ensure your clothing is well-maintained and properly ironed.

Be a brand ambassador for your company: Create a personal brand that associates you closely with your company. Strive to be a walking logo, making it easy for clients to remember you by your company's name. For example, you can become known as "the Pepsi guy."

Invite your clients outside: People often feel more confident in their own environments. Bringing clients out of their familiar setting, such as for dinner or lunch, can create a conducive atmosphere for successful negotiations. Clients tend to have a more relaxed and receptive attitude when away from their offices.

The "Three Cups of Tea" rule: This rule is consistently effective. Offering tea is a budget-friendly form of entertainment that can melt a customer's heart. The first cup of tea serves as an introduction, the second cup helps build a connection with the customer, and by the third cup, you can often secure the deal.

Sell emotions: Rather than merely selling a product, focus on selling emotions and memories. Take your customers on a journey down memory lane. Clients often prefer empathetic conversations that relate to their own memories. Demonstrating understanding and emotional connection can leave a lasting positive impression.

Riadul Hoque is a marketing officer at Padma Oil Company Limited.

Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinions and views of The Business Standard.