10 Sales Tactics that Work 

Stereotypically, salespeople are viewed as being manipulative, pushy and dishonest. High-pressure sales tactics have become the norm: there are plenty of salespeople who are only interested in personal gain and care little about their customers’ needs. As many salespeople tend to manipulate product / service information for their personal gain, many potential customers are wary of any interaction with them. This situation has led to the reevaluation of sales tactics with the aim of balancing one’s sales agenda and customers’ needs. 

1. Warm up your sales calls. Cold calling is still an effective sales tactic if done right. First, you need to conduct thorough research so you can personalize your call and provide value right away. Once you find out whom to contact, check their LinkedIn profile, their publications and online profiles to better understand their interests. Use this information to connect with them over the phone.

2. Don’t belittle your competitors. You should speak about your competitors only in terms of what makes you unique. If you criticize or belittle them, you will present yourself as bitter or unprofessional. Your customers do not need to know what makes the competing businesses bad, they only need to know what makes your business superior. 


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3. Tell a compelling story. If you mention statistics, you should also tell human-centric stories. Talk about other customers who have faced similar problems, and how they have overcome them by using your product / service. To build strong relationships, tell relatable anecdotes and use humour in your stories.

4. Ask for referrals. 83% of Americans admit that recommendations from their family and friends influence their purchase decisions. According to a 2020 study by Saasquatch, “referred customers are 18% more loyal, have a 16% higher lifetime value and spend 13% more than non-referred new customers”. These figures highlight that salespeople should actively seek referrals. Once they close the deal, they should let their customers know that one day they might ask for their recommendation.

5. Revisit cold leads. Keep track of leads who might later need your product / service. They might be receptive to your sales pitch if their company’s situation changes. Contact them only if you have product / service news that directly addresses their reasons for going cool. These leads might appreciate your effort and give your offer a second look. 

6. Keep your commitments. Whenever you discuss deliverables, make sure to provide what you have promised. If for any reason, there is a delay, inform your customer about it so they know that you are trying to fix the issue and respect their time. If you follow through on your commitments, you prove that you are a reliable and trustworthy partner. 


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7. Actively listen to your customers. Customers are often as knowledgeable as a sales team as they can easily access needed information online. In such cases, salespeople should listen more than they talk. They should ask questions that help better understand their clients’ thinking and carefully consider their responses. Customers need to feel that they are respected throughout the sales process. 

8. Distinguish a lead from a customer. Gleanster Research found that “only 25 percent of all leads are legitimate and ready to complete a transaction”. Leads are potential transactions, and you cannot bank the future of your business on potential. Categorize your leads and create campaigns for each type. This will help target them with more effective sales messages.

9. Generate leads through social media. In 2021, Sprout Social reported that “90% of consumers are more likely to buy from brands they follow on social media”. This happens because social media accumulate content which resonates with your prospects. They also give the option of direct sales that salespeople should take advantage of. 

10. Build relationships. Great sales reps build relationships with their customers even after they close. They routinely reach out to their customers to build trust in the company. Reaching out also helps spot and address any issue that customers are having. This contact gives the opportunity to upsell one’s products / services as well strengthens the brand’s reputation.  


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References:  pipedrive.com | Donny Kelwig, zendesk.com | Audrey Harris, salesforce.com | Jeff Cochran, shapironegotiations.com | Dave Cherrie, arcade.co

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