What is sales? Is it only about selling?

HubSpot describes sales as the activities that lead to the selling of goods or services and usually divided into different sections depending on what the team does:

  • Region
  • Product or service
  • Target

To succeed in sales, you must master a certain set of skills if you wish to rise through the ranks in the fast pace of sales. The ability to influence prospective clients depends on building customer relationships but how? Loyal customers come from personal interactions and businesses must invest in strong customer relationships.

Forbes suggests businesses thrive by:

  • Retaining customers (the central focus of your marketing plan)
  • Personalise relationships through tailored communication
  • Always strive to exceed expectations
  • Use loyalty programmes that go beyond earning points
  • Customer relationships are more important than ever

This is when CRM (customer relationship management) tools are helpful. They monitor how many customers return to you and give you some insight into why. In fact, Customer Retention (repeat customers) is important in Sales. It is easier to sell products, promote the business and they are highly likely to increase expenditure. This is also known as brand loyalty. New customers, however, can cost an organisation 5 times more; organisations spend money knowing it will create an impact.

What is the difference between sales and advertising?

They are both functions of marketing, involving a purchase. Advertising helps give information about a product and sales closes the deal, an agreement between buyer and consumer. Marketing is also used to understand the marketplace from the perspective of the customer. All these fields need and support each other; for example, Marketing directs Sales for who to contact and without marketing, sales can suffer.

However, there is a fear factor in sales: rejection. Handling fear of rejection and overcoming those negative feelings is critical to succeeding in sales. This normally starts when you are picking up with phone, calling or meeting a new customer. Once you become more competitive and focused on targets, the fear fades and you will start making your way to success. The only way is to deal with and accept rejection and change your thought processes. You need to develop a new and different perspective because it will affect your approach and customers can understand your level of confidence, even if it is just on the phone.

In the end, customers are not rejecting you as a person about the offer, service or project. What you’re selling is not the issue, it is how you are selling. Therefore, do not take rejection personally.

Now that we live in a digital age, the impact of developing stronger customer relationships is more important and spreads further than before. You cannot run an organisation unless sales focus on bringing today’s business.

Sales do not only generate and secure revenue for an organisation, but it also validates relationships and growth; from building loyalty and trust and ensuring a positive experience. Do we need sales? Yes! It is not only about money, they close the gap between the customer and product/service; they know what the customer needs.