5 Tried-and-True Small-Business Sales Strategies

If you’ve been in the sales business for a while, you may forget some of the tried-and-true ways that worked to increase sales. Consider this a quick refresher course:

1. Target existing customers. A quick way to increase sales is to sell new products to existing customers. I worked with a successful salesman who read his product manual at least quarterly.  He was specifically looking to familiarize himself with the obscure products that he never mentioned to his customers.  He would discover a product that was suitable for a customer’s application.  He could then present the product to a more receptive prospect -- an existing customer.

2. Remember things change. That gives you a reason to sell something new. When I was in the oil business, I had a long-term customer who bought my gear oil for their fleet’s transmissions.  I was looking for an area to demonstrate value and asked about problem areas with their transmissions.  I learned that they were looking at synthetic fluids -- a high-cost, high-performance product. 

My company had a uniquely formulated product that performed like a synthetic, but at much lower cost.  I recommended it and was able to upgrade my customer from the gear oil he was buying. Asking about change would have uncovered that new sales opportunity for me.

3. Sell while you’re moving. When people move or see movement they remember more. In business this is when people shake hands, walk together, or reach to exchange business cards or other items.  

If you are walking with your customer to the meeting, engage them with the vivid details that you want them to remember.  As you hand out your marketing materials say something compelling about your product or service that you want your customer to remember.  Think of ways to involve your customers in your demonstrations.  Movement also contributes to an emotional involvement in what people remember.  The most memorable experience is when you and another person are both in motion. 

4.  Use words that sell. Words are the tools of sales professionals. Better understanding of what you say comes from using words that involve all of the senses. 

Your customers will better remember what you say when you use action and vision oriented words.  Try to relate your products and services to all of your customer's senses.  What will they see when they use your products?  What will they feel?  Use active verbs when you speak.  The active voice is more direct and has more energy and momentum than the passive voice.  "This product lowers costs" is better to say than "Costs are lowered by this product."  Remember this in your written sales proposals, as well. 

5. Help your customers remember to buy. You can also help your customers remember what you say. Think of the life experiences that you readily remember. Do you find they involve family, work or a town where you lived?  These are three areas that the brain naturally retains.  Your messages can be more memorable if you link ideas about your products with family, work, or hometown. 

When you describe your product, it can be part of a family of products.  As you present your product, choose a work situation that your customer is familiar with so he can relate to it.  Are there any well known landmarks in your customer's hometown that can be used as symbols of what you and your company represent? 

You may be looking for new prospects to sell. Using some old selling strategies might be what you need to sell to them now.

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Maura Schreier-Fleming is a sales strategist and founder of Best@Selling, a sales training and consulting company. She wrote Monday Morning Sales Tips and works with sales professionals who want to sell more and get more business