In a previous post, I pointed out that at the end of the day, the deciding factor of whether it was a good day or not comes down to sales. To help you achieve this, I outlined the four main principles of sales.

Today, let’s go a little deeper. Here are eleven tactics that put those principles to use.

1. What you say doesn’t matter much. It’s what your client believes that means everything. How do you know what your client believes? You must listen closely.

2. Identify what is different about what you have to offer. Don’t do this by comparing yourself or your product to your competition. That gives them status and airtime that you don’t want to give them. Only talk about your product or service.

3. Facts tell. Stories sell. Tell a story and make your client the hero. I use props to tell the story. Props break the monotony and garner attention. To illustrate to my clients the dynamics of a possible courtroom trial, I use props showing the jury, the judge, etc. It helps illustrate the point and clarify the issues. Always tell the story.

4. When first connecting with a prospect, don’t talk about yourself or your product or service. Start by asking questions about them and make note of their needs and wants.

5. Pay attention also to what the prospect is not saying, and their manner. Always ask them if this is a good time to talk. If it is not, and they tell you, you have already helped them begin to like you. That’s a good start.

6. Speak to people the same way you speak to friends and family. Never go into “sales mode.”  Don’t be the cliched fast-talking salesperson, and don’t talk to people in a rehearsed, robotic way. Prospects will sense this and be turned off by it.

7. Know your product. Do your homework. Never get lazy. You must be in continual improvement mode and be prepared for all questions.

8. Explain your product clearly and directly. One of the biggest barriers to selling is confusion.

9. Understand inaction and address it. There are walls you must tear down. You will hear the client say that these walls are: no need, no money, no hurry, no desire, or no trust. Work through these barriers to action toward making the sale.

10. Close sequentially. Making a sale is a result of getting a sequence of “yes” responses. By asking questions in sequence to which the client answers “yes,” it creates a positive mindset for saying yes when you ask for the order.

11. Always ask for the sale. Never make the mistake of not asking. Too many salespeople do, and it is fatal. Don’t use obvious “closing techniques,” they are put-offs. Do not be a salesperson, be someone who helps.

These are guiding principles to help you establish the right frame of mind about sales. But in the end, what it all comes down to is you caring for, in fact loving, your clients. Their needs must be your needs. Their wants must be your wants, and you must not guess about these, you must be certain of them.

The key to sales is that it is always, always all about the clients. You must always put them first and be a person who helps.