The art of closing sales
Pointers on how to sell well by sales expert Dave Whittaker
SALES is the source of revenue that ultimately makes or breaks a business, and was therefore chosen as the main topic of discussion at Thursday’s business networking breakfast in Richards Bay.
Hosted by the Zululand Chamber of Commerce and Industry (ZCCI), representatives from various companies attended the event to learn more about effective sales tactics from sales expert Dave Whittaker.
With his extensive experience as a former Sales Manager for Caterpillar earthmoving and construction equipment and previous owner of security company Night Owl Security in Empangeni, Whittaker shared valuable guidelines to master the ‘art of selling’.
The first tip was adopting ‘sheaf’ qualities – an acronym for sincerity, helpfulness, enthusiasm, attentiveness and friendliness.
‘You have to believe in what you’re saying to prospective clients and it’s important to have integrity in this job,’ says Whittaker.
‘I’ve seen a lack of helpfulness from salespersons and it’s embarrassing. Go the extra mile for your client and show some enthusiasm.’
He also highlighted the importance of being attentive by listening carefully to the needs of customers and to offer them suitable services or products to their liking
‘Listen and absorb what a client tells you and make sure you understand them clearly.’
To close any sale, Whittaker believes consumers look for at least one of six benefits when buying a product.
‘You have to find out if they are focused on safety, performance, appearance, comfort, economy or durability,’ says Whittaker.
‘These are the only reasons people ever buy anything.’
He said any sales consultant should also build relationships by making appointments with new business owners, switch phones off while meeting with them and learn to pronounce names correctly.
‘After all, if you can’t pronounce my name correctly, why should I care to do any business with you?’
