Small Business Owners Need Sales Skills — Here’s Why

May 21, 2018 | Garret Norris

Owning a business is a dream come true for many as there’s the notion that you’re earning your own money and not depending on a payroll. And you’re doing what you love as opposed to working for some else’s ambitions. Despite this lucrative dream, however, many are scared to venture out to this pasture because having a business of your own means you’ll have to put in a lot of effort, time, resources, and money into establishing something from the ground up, and there’s no certainty that you’ll see the success you’re craving.

Not to mention that you’ll have to take on specific skills that you never thought you’d need in your lifetime.

But that hasn’t stopped other entrepreneurs from trying it out, and some have found that they excelled in it. But it didn’t come in a snap of their fingers — as mentioned, a lot must be sacrificed and learned to reach the top. One of the skills that got small business owners on the road to prosperity is the ability to make a sale by themselves.

Can’t I Just Hire Someone to Make Sales for My Business?

Of course, there’s no stopping business owners from hiring people already educated in this field, but owning a small business essentially means that there’s limited budget for marketing and PR, and a way to save on these costs is to do these things yourself. But you also know that you can’t just sit down after establishing your business, expecting that clients will come knocking at your door or flood your email inbox without putting in some work.

That’s why having sales skills is essential even for business owners. There’ll come the point when it’s you who should be on the frontlines. And the sooner you develop the skill, the better for your business.

Other Benefits of Having Sales Skills

Apart from the fact that you’ll be able to carry the weight of trying to make sales without it becoming a burden of ignorance, you can also avoid bad sales this way. Proper sales skills will immensely help you discern if the sales advice you’re getting will damage your company, or if a workaround could still be performed when things are starting to go wrong behind your back. You’ll be able to make much more informed decisions grounded on expert knowledge and not some random advice you found in a book or on the Internet.

Having sales skills also ensures that your business is being led by someone who has an actual strategy for growing the company, especially in this aspect. It’s not enough anymore that you make phone calls or send emails to prospective clients to make a sale. Knowing how to make a sale even in the most improper situations makes sure that you’re not running out of options when things get tougher in your market. Not to mention that, if you’re knowledgeable in sales for your business, you can assess your company’s situation better, know your products and services better, and position yourself accordingly should anything change within your niche.

The Key Sales Skills You Should Have

Small Business Central determines that a business owner should possess these sales skills:

  1. Confidence

As a business owner, you are the first person that should believe in your products or services. This genuine belief will fuel your passion for success, and therefore, will make your sales flow better. If you have the confidence that what you’re offering will significantly help your prospective clients, you’re already building a strong base to start from into making a sale.

  1. Relationship-building skills

Consumers nowadays can easily be swayed by offers or better options that they feel are more worth their money. Managing to establish and build a relationship with your existing customer base that transcends logical reasoning (brand loyalty) and is founded on an emotional connection (brand affinity) ensures that, even if a thousand competitors sprout up in your market, your customers will stay with your business for more profound reasons.

  1. Listening

Part of building relationships and persuading potential customers is being able to hear what they’re trying to tell you. What is it about your business that attracted them? Why are they buying from you? What are your strengths and weaknesses according to their perspective? What else do they want from you? What are you doing right, and what are you doing wrong? The better you’re able to discern their complaints and praises, the better you’ll manage to adjust your business to respond more effectively to them.

  1. Persuasion

You’re confident in what you’re offering to your potential clients, and you know what they want, but are you able to convince them that you know these things? Persuasion doesn’t just pertain to how convincing your spiel is, but how everything about you and your business can tell them that you’re serious about what you’re doing. From your verbal and visual cues to your behaviour, timing, clarity, and reinforcement tactics, you need to hit every point with your would-be clients to make sure they’re hooked.

  1. Product/service knowledge

All of these, however, will all be useless if you don’t know your products or services by heart. You won’t achieve genuine confidence in what you’re offering to your clients if you don’t even know what you’re trying to give to them. The lack of knowledge of your products or services will ultimately show itself and will convince your potential customers less and less that what you’re offering to them can help them solve their problems.

Business Coaches Sydney can help you develop sales skills with our Sales Management services. Contact us at 1300-833-574 to learn more.

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Garret Norris

Garret is the founder and CEO of Business Coaches Sydney and through his company, remains dedicated as ever to use his training and real life business experience to meet his passion to see business succeed through disciplined management, creative marketing and committed client service.

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