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“What does getting good at sales actually look like?” 🤔
Tarzan Kay recently hosted a Q&A panel as part of the Girl Boss Apology Tour.
And that was one of the (brilliant) questions that was submitted by an attendee.
The question reminded me of two truths:
1) I've always been good at sales—including when I followed traditional sales advice.
2) I despise traditional sales advice.
Back when I sold garbage removal at a premium price, I was one of the top performing sales peeps on my team.
Their sales training taught me to:
A. Overcome objections.
They had a list of all the possible objections along with the rebuttals they wanted us to use.
Objection: “I’ll think about it.”
Rebuttal: “Welllll the longer you think about it, the longer your garbage rots and that ain't sanitary so will that be Visa or Mastercard today?"
JK we didn't say that.
But there was no scenario where they mentioned their reason for not buying and we allowed them to just hang up as if they were in control over their own decisions.
No no. We had to…
B. Close the sale on the first call.
Because if they called back...even in just two minutes...it meant that the sale would prolly go to a different sales person.
This was by design. So that we would fight to close every sale in the first conversation.
C. Control the cadence of the conversation.
We were told to not give them any time to pause. Because that’s when the objections would creep in.
It's no surprise that the no. 1 sales person in the company was a really fast talker.
That typical approach to sales wasn't about helping someone make the right decision.
It was about making sure they a) made a decision to buy and b) that they bought on the spot.
Back then I was a lot more compliant. I did the dance. And I was good at it.
But I hated it so much that I eventually transferred to the accounting department (which, if you know me, is deeply concerning 😆).
Two decades later, I’ve drastically changed my approach to sales.
And now it’s my absolute FAVOURITE thing to do in my business along with marketing.
Here’s what “getting good at sales” looks like for me:
1. I get clear on what helps them make an informed decision.
To me, sales is about helping people make an informed purchase decision. To be able to do that, you need to know and communicate the deal makers and deal breakers.
BTW this is one is ever-evolving. As times goes by, people purchase, you get feedback, the market changes...etc....you'll gain more and more clarity on what your prospects need to know before they buy. So don't put too much pressure on yourself to have this all figured out.
What this looks like in practice:
-I have 2 lists: “Ideal fit” and “Not a fit”. I communicate some version of this on my sales page and/or promo content.
-I communicate specifics like timing, schedules, capacity, delivery format, deliverables, expectations, support/access levels...etc.
-As questions come up from prospects, I'll update my FAQ.
-For some offers, I'll have prospects fill out an application form so I can assess for fit. In filling out the application form, prospects often gain clarity on fit for themselves.
These practices save me from wasting time selling to the wrong people. And it saves the wrong-fit buyers from wasting time and money, reducing buyer’s remorse.
2. I honour their "no" and their "not right now".
This is the total opposite of traditional sales advice. IMO, overcoming objections is overriding their agency. And I'm not down for that.
What this looks like in practice:
-If I get a "no", I let them know that I support their decision. And that's that, really.
-If I get a "not right now" and it's for an offering that isn't always available, I'll let them know when it'll be available next or any relevant offer expiration deadlines. Or I'll offer to check-in after a while. That and, I'll say something along the lines of "when the time's right, I'll be here".
These practices have really normalized no-pressure selling which feels good for everyone.
3. I manage my reaction to “rejection”.
As you prolly know, when you sell, you get rejected. And rejection can completely take you out (especially if you're a highly sensitive one). Or it can sting for only a few short moments.
If I find myself feeling crushed by rejection, I regulate my nervous system.
What this looks like in practice:
-Get my feelings off my chest with a business peer who understands the struggle
-Give myself a loving pep talk in the mirror. Yes, it'll feel weird at first.
-Shake it off with movement. I'll go with whatever feels most cathartic in the moment—running, weightlifting, HIIT, or literally shaking it off from head to toe.
-After I do the above, I up my reps. I shift my focus from making sales to collecting no's until rejection starts feeling neutral.
4. I address the different ways people make buying decisions.
It took me 3 months of research to buy a car. It took my friend one day to buy hers.
Different people buy differently. I try to keep that in mind when selling.
What this looks like in practice:
-I'll share the quick summary for people who want the TL;DR.
-I'll include a deeper breakdown for those who want the nitty gritty details.
-I'll share stories and the behind-the-scenes for those who connect emotionally.
-I'll include all the specifics (pricing, timeline, structure...etc) for the logical decision-makers
When I sell via 1-to-many channels, like newsletters, social posts, sales pages...etc., this is fairly straightforward. I just make sure my content touches on all of the above at some point in my sales page/sales campaign.
If I'm selling via sales calls, I try to get a read on the person's decision-making style.
5. I stay in touch with the community I serve.
The best sales people understand who they're selling to so that their prospects feel deeply seen and understood in sales convos and sales content. They understand what their prospects are navigating. They understand what they're feeling. And they're aware when certain events (ex. in the news or in their personal lives) trigger a change in their prospects' mindset, behaviour, and needs.
What this looks like in practice:
-I have convos in the DMs. I ask for replies in my newsletter. I hop on a few connection calls every quarter.
-I keep an eye out for the posts and newsletters that prompt stronger than usual responses.
-I keep an eye out for patterns when they're talking about their struggles and desires: What themes are recurring? Which words keep coming up?
-I ask questions often in my content.
-Then I use the insights gathered from the above methods to adjust my sales messaging (and the actual offering, if required).
6. I tap into conviction.
This is more like a pre-requisite or a priming of sorts but it makes sales a lot easier.
What this looks like in practice:
-I revisit my folder of testimonials (aka my Brag Bank) and screenshots of words of appreciation from past buyers. A few minutes spent in the Brag Bank is enough to get me hyped about the impact of my work which shuts up any mental gremlins that are trying to stop me from selling.
-Before I go all in on creating a new offering, I look for evidence of demand. I'll typically find that in conversations I have with the people I serve, newsletter replies, or comments/DMs on LinkedIn. From there, I might create a waitlist and start building in public. Or I'll find evidence in the form of other people's offerings that are in the same category and are seemingly popular. Ex. Lots of people talking about it online. (BTW this is not a spy-on-your-competitors situation. It's a get-inspired-by-your-peers-so-you-can-believe-in-possibilities practice.)
It is so much easier to sell when you know that the demand is there.
Traditional sales people might roll their eyes at my 6 tips but I've pulled off a 6-figure launch doing the above so...
I'm curious to hear if you've tried or will try any of the above. I'd love if you replied to this email to share your thoughts.
With care,
Natalia
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