Selling today is a sophisticated business.  Not because products are more high spec., or improved versions of their former selves.  Although this may well be the case.  Selling has moved into a new realm.  One of focussing on the emotion of the sale and the relationship between customer and sales person.  Sales people require high levels of integrity, the ability to demonstrate empathy and trust with their customer or client.

Features and benefits are still important, yet they are not the critical factor which determines which product or service a customer might buy.  They buy on emotion and because they "like" the sales person.  Perhaps put another way, they trust them.  It is vital that sales people use the traditional skills of selling coupled with additional skills.  Those of emotional intelligence, adapting or flexing their interpersonal behaviours and managing the post sales service.

These ideas may not be new although they are certyainly not implemented in many sales focussed companies.  The tradition of beating the competition with "better" products prevails in many.  Whilst product development is critical to stay ahead, the key differentiator is who sells it - and how!  Sales people need the skills of behaviour flexibility, self management to overcome the knockbacks and a big dose of integrity and realism.  After all, deep down, most sales people know you will not win a sale in one call or interaction.  Often not after two or three attempts.  After all, when developing any relationship it usually requires a bit of time and effort to get it right.  In the world of sales this same effort will pay off in increased sales.

To find out more about taking a relationship focussed approach to selling take a look at our STARS programme.