Mastering the Art of Selling Products and Services

By Christine Jaros | August 13, 2024

Too often a business owner runs and hides from one of the most crucial activities in their business – selling. “It’s not my skill set” and “I’m not good at this” are often the excuses used and that’s okay, it doesn’t have to be your best attribute, but it does need to be a science or a process you can learn and follow. Otherwise, start looking for a sales team – you’re going to need it! If it hasn’t been said before, selling is the lifeline of your business. It is really this simple: sell and you make money. In a small business, it is a 24-7 activity even if you aren’t aware that it is. But before we dive into the process details of selling, it’s important to make a key distinction which so many small business owners often fail to understand.  Selling is not marketing, and marketing is not selling. Yes, they complement each other, but they serve distinct purposes. In short, their purpose or focus separates the activities.

Marketing Versus Selling

Marketing shapes the market by identifying and creating an audience. It cultivates interest through likes, wants, needs, and desires surrounding your products or services. A perfect example of this is a social media post. Meanwhile, selling is the art of turning interest into action. It involves a series of activities designed to drive intent, leading to a purchase and ultimately, customer loyalty. Participating in a trade show or green (fresh) market is an ideal example of this. If I overlay these two concepts with the customer purchase journey, marketing is going to focus on developing awareness and interest, while selling takes that interest and elevates it to intent and ultimately conversions (sales).

Choosing the Behavioral Selling Model

There are many different styles or methodologies of selling. Finding one that suits you, your products or services and target audience is important. You need to have a comfort level in your ability and application of the process if you are going to be successful, but success also takes practice, lots and lots of practice. The Behavioral Selling Model (BSM) is a structured approach that focuses on understanding and responding to customer behaviors. By gathering data on customer preferences, needs, and desires, businesses can tailor their sales strategies for optimal results. Below are six phases to the BSM, so easy to learn and master:

1. Prospecting – Finding your Ideal Customer: The first step in the BSM is prospecting. It involves identifying potential customers, gathering information, and developing a strategic approach. To effectively prospect in your target market, consider the following:
2. Identify your targets with specificity: Clearly define your ideal customer based on demographics, location, and buying behavior.
3. Leverage local resources: Explore local directories, chambers of commerce, and networking events to identify potential customers.
4. Utilize digital tools: Employ online platforms and social media to reach a wider audience.
5. Build relationships: Networking and referrals can be powerful tools for generating leads.

• Making a Strong First Impression: Your first interaction with a potential customer is crucial. It’s your opportunity to build rapport, establish trust, and create a positive impression. Here are a few easy steps to follow in order to make a good first impression:

• Active listening: Pay close attention to the customer’s needs and concerns.
• Build rapport: Find common ground and establish a connection.
• Communicate clearly and concisely: Use language that resonates with your target audience.
• Follow up: Show your commitment by following up promptly.

• Qualifying your leads: Not all leads are created equal. Qualifying helps you focus your efforts on customers who are most likely to buy. To qualify your leads consider the following:

• Ask qualifying questions: Determine the customer’s budget, needs, and timeline.
• Identify pain points: Understand the challenges your product or service can solve.
• Match solutions to needs: Demonstrate how your offering addresses the customer’s specific requirements.

• Demonstrating Value: Once you’ve qualified a lead, it’s time to showcase the value of your product or service. To demonstrate that value I suggest including the following on your list of to-dos:

• Highlight benefits: Focus on how your offering improves the customer’s life or business.
• Use storytelling: Engage the customer with compelling narratives.
• Provide evidence: Use testimonials, case studies, or data to support your claims.
• Address concerns: Anticipate objections and provide clear and persuasive responses.

• Building Trust and Influence: Trust is essential for closing deals. Build credibility by demonstrating expertise and reliability, you can do so by doing the following:

• Be knowledgeable: Showcase your in-depth understanding of your industry.
• Provide exceptional customer service: Exceed expectations at every touchpoint.
• Build relationships: Foster long-term connections with customers and partners.
• Leverage social proof: Utilize testimonials and reviews to build trust.

• Closing the Deal: The final phase of the sales process is closing the deal. Effective closing involves:

• Asking for the sale: Clearly and confidently request the order.
• Overcoming objections: Address customer concerns and provide solutions.
• Negotiating: Find common ground and reach an agreement.
• Providing excellent customer service: Ensure customer satisfaction and loyalty.

By following these steps and adapting the Behavioral Selling Model to your specific business, you can increase your sales and build lasting customer relationships. Remember, the Florida market offers unique opportunities, so tailor your approach to the local business environment. Be mindful that each potential customer may be at a different point in their purchase journey, so a one-size-fits-all approach may cost you more than it produces. Most importantly, always be selling. Not all sales come to fruition at the same time and as any seasoned small business owner knows, sales are the lifeline of the company. So, go forth and conquer!

Christine Jaros

Consultants, Jaros, Tampa

Florida SBDC at USF, Tampa
Specialties: E-commerce, Marketing & Sales, Startup Assistance, Organizational Development Christine Jaros provides business consulting in the areas of startup, business plan development, marketing and sales, e-commerce, finance, wholesaling and retailing, and business management. Before joining the Florida SBDC at USF, Jaros owned her own apparel wholesale sales and consulting business in New York City for 14 years. She has more than 35 years of experience as a professional businesswoman. Jaros built a global-focused career specializing in manufacturing, marketing and sales with organizations including Bidermann Industries, Liz Claiborne Inc, and Hartmarx Corp. Working with iconic brands such as Yves Saint Laurent, Liz Claiborne, Calvin Klein, Polo-Ralph Lauren and Austin Reed, Jaros grew her portfolio of skills to include international sourcing and distribution. She is a certified TTI DISC Certified Professional Behavioral Analyst and TTI DISC Certified Professional Driving Forces Analyst and a certified Associate Business Continuity Professional (ABCP). Jaros obtained her bachelor’s in business management and marketing from Ohio University. She went on to study fashion and apparel in Paris, France, and later received a finance-focused Executive MBA from Pace University in Manhattan.

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