I've sold thousands of products in the last decade. I've sold physical goods, digital ones, door-to-door, DTC, B2B, and everything.
Here's a foolproof sales framework I borrowed from @theChrisDo:
1. Serve
You need to hold the needs of your customer above your own.
Don't look for every opportunity to make them sign the dotted line. Build trust by showing you have their best interests in mind.
If they trust you, they'll believe you when you offer them a solution to pain!
Service comes from a place of generosity and authenticity.
This is something @garyvee riffs on a LOT.
Make a distinction between adding value and driving your own promotion. Build up credits of trust before cashing in.
2. Ask
Be inquisitive. Don't try and shove your pre-loaded product as the solution to any problem.
Identify the symptoms of the customers pain, and then KEEP GOING until you find the root cause.
If you can solve underlying issues they'll stick with you for life!
Ask questions that help your clients gain clarity on what they need. In the process, you might identify other issues you can support, or make referrals to professionals in your network.
3. Listen
This is the one thing most people completely ignore when it comes to sales. They're too busy trying to hit their quota.
Everything your client says will uncover something about their needs and motivations.
4. Empathise
Make a genuine attempt to feel your clients pain. Identify the strongest emotional note that resonates. Are they angry? Confused? Frustrated?
Putting yourself in their shoes will help you offer honest and impartial advice, building trust and affinity.
5. Summarise
This is the killer. Utilise something called active listening - repeat back what you hear them say.
It gives them a chance to correct you if you're wrong, but often actually helps clarify things in their mind. Give words to the feelings they can't put a finger on.
Summarising is also a way to highlight the value of the problem they're facing.
People default to wanting to solve everything as cheaply as possible - even when it's not in their long-term interests.
Remind them of what matters - what's at stake. THEN give them the painkiller.
Final tip -
When you're closing the deal, use a statement that pre-empts and nullifies objections.
e.g."If I send you this proposal by Friday and it's within [x] budget, covering [a], [b], [c] points you've mentioned, is there anything that would stop us signing on that day?"
That's all for now!
That's a wrap!
