Kendra Lee is the president and founder of KLA Group. She founded KLA Group to consult and train small businesses in how they too could beat the odds in sales and get more customers. Lee’s two primary roles in the business is to set the strategy for the company and to sell. Selling is one of her favorite things to do because she finds it rewarding to assist small businesses so they get more customers and generate revenue. Lee shares her most successful five sales tips that she uses in her own successful business.
(Photo courtesy of Kendra Lee)
- Carve out a niche and sell to it. I’m not saying to ignore companies outside your niche that may contact you, but focus your outbound sales efforts on one niche. That will allow you to perfect your sales approach. You’ll know the issues they’re grappling with, the questions to ask and the concerns they have, intimately. You’ll be able to talk with prospects about their business from a perspective your competitors can’t.
- Be the expert. The more companies you work with in your niche, the better known you’ll become as the recognized expert to work with. Highlight your expertise. Throughout the sales process, make recommendations based on your knowledge. Share ideas about how you can help them in their business because of your expertise. Then go a step further and highlight your expertise in blogs, social media and videos so prospects experience your expertise before they even talk with you.
- Emphasize your differentiators. Consider what makes you uniquely different than your competitors. Why do your customers want to work with your company? If you don’t know, ask them. Use that information as part of your sales conversation throughout the sales process to set yourself apart from your competition and redefine the decision criteria. Incorporate your differentiators into your proposals, lead generation, website and marketing materials.
- Slow down and establish trust. Selling isn’t just about closing a deal. It’s about helping someone else solve a business problem. Take that seriously and take the time to fully understand the problem. While your competitors are rushing to close the sale, you’re coaching and guiding your prospects to make the right decision, and gaining their trust in you in the process.
- Follow up. In small business, you’re wearing many hats and the sales area frequently comes last. That means prospects get dropped. Customer requests get lost. To differentiate yourself right from the start, follow up and do what you say you’re going to do in a timely manner. When making decisions, one of the things new prospects look at first is how they’re sold to because they know that the experience and attention isn’t going to get any better than it is when you’re trying to sell them. Follow up.
This article was written by Michelle Guilbeau for Small Business Pulse