Got Sales? Sales Skills for Non-Salespeople

SALEAre you dealing with problems in convincing your manager to take over a new project? Or you don’t seem to get your team’s support in introducing a new system? You’ve certainly had to deal with clients who needed to be convinced into buying your services and products, so you know that a salesperson needs to know how to be convincing, without having to turn to aggressive sales tricks.

Knowing some good sales techniques is essential even for people who don’t have a formal sales role. When you need to convince someone to join a certain organization or describe a product to a certain client over the phone, you should know how to make uses of your selling abilities. This article will help you learn more about consultative sales models and about what you can do in order to sell your ideas, products or services. If you follow all the instructions, your sales will certainly be successful.

Related:  Defend your Sales Price: A Small Business Strategy to Sell Anything

Consultative Selling

When you’re dealing with this type of selling, your role is that of a consultant. You talk with clients and help them identify their needs in order to suggest the right products and solutions for them. Consultative Selling implies higher credibility and trust than other sales models and focuses mainly on helping the audience. As a result, you shouldn’t think only about your goal of selling the product, but also about your clients’ needs.


Effective selling implies a lot of preparation, meaning that you’ll have to do your homework before speaking to the person to whom you are trying to sell.

1)      Identify the target audience: The person you will be speaking to is very important, as well the number of people involved. The more people involved, the more convincing you’ll need to be.

2)      Identify key drivers: Understanding the goals of your audience is essential in this field. For example, their goal may be to increase their profits by 10% in the following months, so your idea/project/product should be presented as the perfect tool for accomplishing this goal.

3)      Analyze the language that they use: If you need to convince a technical audience into buying your products, you should be prepared to make use of technical ideas and language in your presentation. Similarly, if you are dealing with financial people, you should include a lot of data and numbers in your message.

4)      Identify exactly what you are selling: You should ask yourself whether the thing you sell is a new feature from which the organization will benefit, a new idea related to a certain product or a brand-new reporting process designed to meet the requirements of the most important clients of your department. Once you identify what you’re dealing with, you should start doing some research about it.

5)      Help your clients get familiar with the benefits of your product: A good salesperson knows that there is a major difference between benefits and features, and the difference consists in the fact that the audience is interested only in the features that are beneficial for them. Features refer to the characteristics of you product/idea, while benefits are only the features that mean something to the audience.

6)      Highlight your USP (Unique Selling Proposition): People buy only the solution that suits both their needs and budget. As a result, you should make sure that your presentation points out the reasons why your product/project/idea will be uniquely relevant to the audience.

You should practice your pitch or presentation as much as you can, in order to feel comfortable when you’ll have to deliver it in front of your potential clients. Every little detail you mention should be measured. However, this doesn’t mean that you shouldn’t have a conversation with your audience. On the contrary, you should design your pitch or presentation in order to look like a conversation. For example, you can try talking enthusiastically about your product or idea, and then discuss about its benefits, convincing the audience that the benefits will be visible in no time. Besides, you should ask as many questions as you can: this way you’ll keep your audience engaged in the conversation.

Last but not least, the most important skill that a salesperson should have is the ability to focus on helping their clients instead of selling their products to them. After all, this is what consultative selling is about: identifying the needs of your audience.

About William Taylor

Experienced writer William Taylor has extensive knowledge of business strategies and negotiation. His site,, offers negotiation workshops in different languages.