Sales Skills That Make Your Selling SMART

I’m sure you’ve heard the expression “Work smarter, not harder”, which is all about being efficient in what you do. As a sales person, I’m sure you’re always busy and need to get the most from every activity you carry out, without having to work harder.

So in this post I will help you do just that, because I’m going to discuss…

Objective Setting Sales Techniques that Make You SMART.

Assuming we are now prepared and about to move into the next phase of our framework, where we Engage with somebody we hope will have a need for our product or service, we need to ensure this engagement is efficient and that we work smart.

So we’re going to look at Setting Sales Objectives and 5 sales techniques that will help you know exactly what you want to achieve from every client engagement. To do this and to do this effectively, we’re going to use best practice, as you’d expect, by using a framework called SMART. Some of you reading this will have seen this before, but honestly, when was the last time you used it?

The acronym refers to the following words:

SMART Sales Techniques

The key is to ensure that any objective you set yourself has a clearly defined outcome, and in this instant we’re talking about what want to get from any customer interaction. The value in applying this sales technique is that it ensures that you’re not misguiding yourself in believing you can achieve more than is feasible.

So let me give you an example to show these Sales Techniques in action.

Firstly, our objective needs to be Specific

Setting an objective for a meeting that says “I want to find out more about her business” is too vague. You need to decide what specifically you want to know and then think about how will you know you’ve got it i.e. how will you measure your success? Your objective therefore must, by definition, be Measurable:

So you might say I want to get the names and contact details for 40 people within this organisation, to invite them to a corporate event your company is running. That’s specific, and measurable i.e. you’ll have the 40 names or not.

But, is it Achievable?

Well assuming the company has 40 people or more working for it, then in theory it’s achievable. But, in order to be a true objective it must also be Realistic:

What if the company only had 40 people working for it, would they literally close their business for a day to have a day out with you? Probably not. But, for the purpose of this exercise, let’s assume there were 40 people who could attend, then you’ve got ask yourself, is it realistic to get all this information? i.e. all the names of those who might attend within the time we have available in our meeting. In other words the objective needs to be Time-bound:

Since it’s probably not achievable within the time boundary we need to be more specific. Suppose, instead, we said we want to get the customer to commit to sending via email a list of names after the meeting. Now the objective is about the commitment not actually getting the names and is specific and measurable, plus achievable and realistic within the time boundaries we’ve set ourselves.

It sounds like we’ve cracked these Objective Setting Sales Skills and have ourselves a SMART objective!

But, what if this was your very first meeting or conversation with this customer; it’s probably not even achievable at this stage of the relationship! It might be more realistic to set yourself the objective of getting 4 names per meeting for the next 10 meetings for an event in 3 months time.

I hoping you’re getting the idea and you can see how these five areas are interdependent and must all be considered to get this right.

So the key to successful and efficient selling is to make sure you have an objective and then use these sales techniques to ensure it is SMART.






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