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Improve selling skills step by step

Question: I have currently been asked to take on responsibilities from the sales department as part of my new title. I never felt comfortable selling anything, and I’m not really sure that selling is the thing for me. However, I love the rest of my job and couldn’t imagine quitting. What can I do to improve my confidence and start selling?

Answer: Selling is not something you can pick up overnight. It takes time and practice to be comfortable and confident with selling. The important thing is to become familiar with the selling process and know what buyers look for. Here are few steps that will help you improve your selling skills.

1. Build rapport. The important thing is to gain customer loyalty. Focus more on establishing long-term relationships rather than selling. Find out their needs and issues and build from there.

2. Establish credibility. Talk about issues relevant to the buyers and provide examples of previous successful results, assure that similar results are possible. Be specific and use powerful language.

3. See the buyer’s point of view. Reflect on what buyers are telling you, listen and give advice. Remember, it’s not what you want to sell but what the buyers are interested in purchasing.

4. Be confident. Know and believe in the product or service you are selling. If you are not confident, your buyers won’t be either. Prove to them that you are worthy of their trust in you and the company.

5. Educate. Know all the information there is to know. When educating your buyers, make sure that you are clear and precise. It’s important that you are all on the same page.

6. Gain cooperation. The ultimate goal is to win buyers to your way of thinking. Avoid arguments and never say, “You’re wrong.” Admit your own mistakes and make sure you give credit to buyers when idea is presented.

(Michael Crom writes the Success Coach column. He is executive vice president of Dale Carnegie Training. For advice on work issues, e-mail carnegiecoach@dalecarnegie.com.)