The Art of Sales

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The old world of sales
The new world of sales
 The old ABCs of selling

Make the sale

Always
Be
Closing
(no matter what it takes!)
The new ABCs of selling

A Attunement

B Buoyancy

C Clarity
Reference:
Daniel Pink: “To Sell is Human”
 A is for Attunement

Be attuned to your customers’ needs and

motivations.

Listen to your customers rather than

talking at them.
 A is for Attunement

Partner role-playing exercise:

One partner will be a “customer.”

The other partner will be a “salesperson.”

After five minutes, switch roles.

 A is for Attunement

Guidelines:

The “salesperson” establishes the conversation topic by asking one

question.
E.g., “What’s your biggest frustration in school?”

After that initial question, the salesperson advances the conversations

in two ways:
1. Asking “Why?”
2. Asking for more detail.
 A is for Attunement

You have five minutes.

 A is for Attunement

Salespeople: What did you learn?

Customers: How did that feel?

 A is for Attunement

Switch roles: Five more minutes

 B is for Buoyancy

In sales, you will encounter rejection

more than success.

Remain buoyant (optimistic) by

understanding why some sales leads
work out, while others don’t.
 B is for Buoyancy

Leads:
There will be a lot of people you
assume will be interested.

Prospects:
Test your assumptions by interacting
with leads.

Customers:
Convert prospects to customers by answering all
their questions.
 Filling the sales funnel

Inbound sales: Outbound sales:

The customers You go to the customers
come to you
Ideal for high-cost products
Ideal for high-volume, low- (e.g., custom computer
cost products systems, bulk orders)
(e.g., an app)
 C is for Clarity

Clarify who you are selling to, and it will

become much easier to refine your sales
approach.
 C is for Clarity

Who are you selling to?

Business to business (B2B) Business to customer (B2C)

• Selling to organizations • Selling to individuals
• Outbound sales • Inbound sales
• Goal: Secure bulk orders from a • Goal: Attract large numbers of
few large clients individual customers
 C is for Clarity

Refine your message

Business to business (B2B) Business to customer (B2C)

Customize the message to the unique needs Create universal messages for different
of your large clients. customer groups.

Demonstrate your willingness to Demonstrate the widespread appeal of your

collaborate with the client. product or service.