By Virginia Auciello

Sales!? An easy way to make a living? A complete fright? Many successful sales people make it all look so easy. So, whether this is simple review for you or new information, let's look at some tips for sales success.

Wear the buyer's socks! Look at any sales situation from the buyer's point of view. What do they need or want? Why do they need or want it? What problem will be solved? What solution will you provide? Why are you the best? How can you fill the customer's needs?

Begin by knowing everything you can about the product of service you sell. Know the competition. Know your uniqueness. Know your selling advantage. Then, simply ask questions and listen. Being a thoughtful listener has great advantages. The customer feels heard and respected and you get the information you need to make the sale. When you make e your buyers feel heard, they feel more confident. More confidence increases the ability to have a conversation to solve their problem. Communication isn't a barrier, it is your means to develop the relationship that will allow you to make the sale. Once you have a relationship, the customer begins to trust you and assess your competence. Trust combined with competence creates credibility; trust, competence and credibility are the keys to sales success.

Many sales courses teach technique. The hard-sell approach with the big close may work with some, but it won't keep you in business. The term "relationship selling" has become popular because it pushes honoring the individuality of the customer and the credibility of the sales force. When you are prepared, relaxed, knowledgeable, and customer-sensitive, you will close the sale almost all of the time. The additional benefit is that customers will return, they will say wonderful things about you and refer others to you.

Why do some fail at sales? Remember the simple statement "features tell, benefits sell". If you only focus on the "tell", you are missing opportunities to highlight benefits to your buyer. If I sell tutorial services by saying that we have a great curriculum, it is not enough. The seller's job is to accentuate the benefits. Our curriculum is great because it focuses on problem solving. Students using this curriculum have improved test scores because of the problem solving focus. If I go to an auto repair shop that will provide transportation to and from work, that's great because that benefit saves me time and hassle. If I buy furniture from a store that has a free 30-day in-home trial period, the benefit is I get to see and use the furniture in my home. The true benefit is that it increases my comfort by decreasing my discomfort about spending so much money while not being sure I'll really like it in its intended setting.

If sales success is important to you, follow these six steps:

1. Start where the customer is by letting the customer let you know what is important to them.

2. Ask lots of questions and listen thoroughly and thoughtfully. This lets the customer know you care and are interested in them. The customer feels heard and respected.

3. Do not overwhelm them with too much information. You know much more about your product or service than the customer. But, tell them what you've determined they need to know and, every so often, stop talking so they can ask you questions. This increases their confidence in you and creates a relationship.

4. Demonstrate your competence. Tell the features and the benefits of your product or service based on what the customer has told you so far. Give examples based on what the customer has told you so far. Give examples based on the customer's needs.

5. Listen more. I've seen customers ready to buy and the sales person is talking so much they don't see the readiness. Stay customer focused.

6. Be polite and respectful and ask for the business. Close the sale.

Practice these six steps and you'll be sure to see great results through increased customer satisfaction and referral business.