If you’re in business, one of your main activities is making sales, sales leads to profits and without profits you won’t have to worry about sales too long as your business will go out of business. Sales is that vital to your business success, and if you accept that it is then it’s important to decide on the best ways your business can approach your target audience with offers. Depending on your audience and the product or service that you offer, deciding on the best approach is often the different between closing the sale and losing the sale.
One of the most well-known, as well universally hated sales approaches is the hard sell and we’ve all been subjected to the hard sell at one time or another. A pushy salesperson that won’t take a hint and won’t back off is no one’s idea of a good purchasing experience. No one wants to be treated like a commodity or an idiot, unfortunately, the hard sell salesperson does both. Why mention it here in this article, simply to warn you never to employ the hard sell approach on your target customers.
If it’s not the hard sell then what is the proper approach? Well, the opposite of the hard sell is the soft sell. Now, the soft sell is a legitimate sales approach. In the right hands, through the use of careful suggestion and comments, it can gently persuade a prospective customer to make a purchase. Be careful of the soft sell though, with the wrong product or in the wrongs hands it can fail spectacularly.
A sales approach that has stood the test of time is selling against the competition, which is still widely used because it continues to work. You’ve probably encountered this approach the last time you went grocery shopping. To sell against the competition, you simply price an item you sell lower than the price your competitors are charging for that same, or similar, item. Customers love to save money and if you can beat your competitor’s prices and still remain profitable, then those customers will be beating down your door.
Selling on value is another time honored sales approach and one that I particularly like. When you sell on value you don’t stoop to getting into price wars with your competitors, instead, you keep your prices higher and let the customers see the value of your items over the value of your competitor’s items. With high ticket products, this approach is extremely successful. This is because these types of products don’t lend themselves to “bargain” sales. After all, who wants cut rate luxury car?