Selling skills are critical in organizations that rely on ongoing buying from customers or clients. The ability to build relationships with customers, persuade them to make purchases and generate repeat business is at the heart of selling. Sales is a component of a company's marketing and promotions.
Selling is generally one of the most persuasive forms of promotion a company has. Persuading prospects to make purchases is a common objective of sales. This is accomplished by salespeople who genuinely take interest in prospects, listen to their needs and make honest product or service recommendations that best match. Sellers can look prospects in the eye, use verbal and nonverbal communication, and thoroughly explain the benefits of given solutions.
What really distinguishes selling from advertising and other traditional promotional efforts is its interactive component. Salespeople not only present to prospects, but they ask questions, listen to responses and also read the nonverbal signs of buyers in face-to-face situations. This allows sellers to draw out concerns that would impact a sale. This doesn't happen when people watch or listen to commercials. By hearing what is in the way of a sale, a salesperson can more effectively combat those issues and convey a value proposition.
Closely aligned with the interaction of selling, good salespeople and organizations also use the opportunity to gain feedback on their products, company and service. This allows for ongoing development and improvement of the solutions offered to new prospects and existing customers. Though criticisms are often hard to hear, companies that succeed over a long period of time listen to customers and address product flaws or service issues.
While advertising is often used to attract customer attention and convey product benefits, selling also plays a role in maintaining ongoing customer relationships. Salespeople follow up with buyers to ensure a good experience. They follow through on commitments made during the selling process. They also make suggestions for any additional purchases. All of these things allow the salesperson to keep contact with customers and manage ongoing communication about customer needs.
Neil Kokemuller has been an active business, finance and education writer and content media website developer since 2007. He has been a college marketing professor since 2004. Kokemuller has additional professional experience in marketing, retail and small business. He holds a Master of Business Administration from Iowa State University.
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