March 7, 2013

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One of the first lessons in sales is “don’t oversell.”

Don’t keep talking if the customer is ready to buy. Never talk more than the customer is willing to listen.

Many young entrepreneurs are very excited and passionate about their business, but this eagerness to sell can (paradoxically) cause them to lose sales.

No matter how passionate you are about your company and your products, make sure to keep your sales conversations in the realm of “controlled enthusiasm” to close more deals.

Here are four simple ways to keep sales conversations focused, and avoid “unbridled enthusiasm:”

1. Remember – It’s Not About You, It’s About the Customer

Don’t talk about your company; ask about your customer.

No matter how proud you might be of your company’s innovative solutions and exciting achievements, remember to focus on the customer’s needs first. Enthusiasm is great, but make sure you channel your passion for what you sell in the right direction – helping the customer.

2. Listen more than you talk

You can still show enthusiasm for your product by being an active listener.

Show interest in what your customers and prospects have to say. Ask follow-up questions. Draw out the customer’s deeper concerns and issues, and look for ways to help.

Success in sales is not just about who can rattle off the most clever sales pitch or convey the most charisma, but is often a matter of empathizing with customers and quietly reaching out to meet their needs.

3. Don’t ask for the sale too soon

One of the biggest mistakes that young business owners make is to try to constantly close sales with everyone they meet or ask for the sale too early into the conversation. Especially if your company is in the B2B market, you need to be prepared for a longer sales process.

Start slow. Build trust. Ask good questions to show the customer that you’re on their side. Get a detailed understanding of what the customer really needs and then look for ways to align your offerings in a way that can help.

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