10 Strategies to Sell More (or Communicate More Effectively)

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By Kendrick Shope


It’s the start of a new year, and that means setting sales goals or some number you would like to reach come December 2019. How can you better your chances of reaching your sales targets this year?


These 10 tips might not only help you hit or surpass your sales goals, they are excellent strategies for working with members, volunteers, authors, sources, people in other departments, etc.


Really, they are a pretty good outline for any type of communication strategy.


  1. Don’t push too hard. Your intuition may be saying you have to push hard to close a deal, but that’s actually not the way to do it. In fact, when you first get on the call or meet someone, I encourage you to say, “This is not going to be a hard sales pitch. I’m simply here to help you make an informed decision that best serves you or your business.” Nobody likes to feel pressured. Don’t be that salesperson.

  2. A solution to the pain. The best way to sell anything is to find your prospect’s pain and provide the solutions to relieve that pain. Ask a question like, “What prompted you to reach out today?” You want to get them talking about the problem they are having, the pain they are dealing with, or the change they want to make. Touching on these emotions is how you get them engaged.

  3. Be real; show empathy and understanding. When a customer reveals their struggles to you, don’t jump in for the close right away. Be a human being and show some empathy. Say, “Thank you for sharing that with me. I know how hard it is to talk about.” Only then can you go into the close and show them how your product or service can help.

  4. Have a four-step process. Now that you fully know your buyer’s pain points, problems, and frustrations, it’s time to close the deal. This is where you focus on the solutions, perks, and benefits of working with you. Outline a four-step process of your plan that will solve their problems. “First, we are going to do this. Next, we are going to do that. The last step will be this. And all of it means that.” A sequential order of steps has been shown to lead to more sales.

  5. Mention their names. The best sales people refer to their buyers by name throughout the presentation. This helps personalize the presentation. It leaves the prospect feeling important and as if this presentation is specifically for them. For example, “Well Sue, what I have found in all my years in the business ...”

  6. Tell a story. The best sales people use stories in their presentations. You want to help the buyer get a specific vision. The story is usually based on circumstances similar to those your prospect faces. It focuses on the initial problem, how you introduced the solution, and the results it brought.

  7. Make sure and address their questions and concerns. This step is crucial. After you’ve gone through the benefits of your product or service, most buyers are waiting for the hard close. Don’t go there just yet. More than likely, this prospect has some questions. Ask them, “Do you have any questions or is there anything else I can explain in more detail?”

  8. It’s not about price. It’s an investment. When you talk about money, always refer to it as an investment. It’s not an expense, a price, or going to cost them anything. When you say investment, it says this is going to help them grow or get better. Be confident in your delivery. Say, “The investment is $3,000 for three months of service.” Don’t beat around the bush and say, “Well, generally speaking, we usually like to charge our clients, um, about $3,000.”

  9. It’s all about the follow up. Chances are you might not close the deal after the first presentation, and that’s okay. Most deals close during the follow-up. You’d be shocked how many people never follow up with their prospects. Always follow up whether it’s through email, a phone call or an in-person meeting.

  10. Constantly Evaluate. Anyone can say they have the best product or service, but that comes across as less credible. When you’re selling an on-going service, make it a point to regularly re-evaluate the results your clients get. Let them know you will work with them to make improvements as needed.

Kendrick Shope is CEO and creator of Authentic Selling.