Todays tough business climate makes it even more important to be able to sell. Most industrys have seen an increase in competition, where the globalization has affected companies of all sizes and tourism is no exception. Thousands of articles has been written about how to “behave” for being successful in selling. Not this one.

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From my experience, the human nature isn´t easily captured in simple role models. We´re more complex than that. Which is good news. Natural selling does not mean “born with”. It´s not that you can or can not do it. As I see it, it´s more of  a natural and serious attitude to selling, more based on emotions and personality rather than analytical facts. Your ability to be a natural seller can be trained if you´ve got the will to do it. However, it does require you to challenge your own style, be interested in other people as well as your personal development.

1. Be your self
Don´t play roles. There are numerous courses in ”successful sales behaviour”. I guess many of us have a common picture of a “vacuum cleaner salesman”, convincing his clients to buy something they don´t really need. Honestly, how many times have you bought something from such a person? Contrary, you don´t even notice a professional seller. You´ve probably felt that you´ve made your own decision to buy whatever they sold to you, because they knew what they were talking about, were nice & friendly and they solved your problem.

2. Realize that nobody loves everyone
When it comes to selling, it´s more important how you´re perceived by the client than having an in-depth knowledge about your product. Confusing? If your client likes you, you can solve anything together. Then it becomes equally important to know what you are talking about. But if they don´t like you, it doesn´t matter how much product know-how you´ve got. If the chemistry just isn´t there, don´t be an actor pretending to be someone you´re not. Let it go and scout out a new prospect. It will spare you a lot of time. And money.

3. Work methodical
Selling is often pure matemathics: “to get X orders I´ll have to give 4X proposals. To give 4X proposals, I´ll have to meet 10X potential clients. To meet 10X potential clients I´ll have to make about 40X phonecalls”. Every day.

4. Ask. Ask. Ask.
Statements doesn´t sell. Questions do. You´ll have to find out your clients problem (=their need) before you present a solution to it. Ask them. Then ask follow-up questions. Summarize to show you have understood everything correctly, as a confirmation to your client.

5. Use the words “because” and “means”
It´s useless to babble about all the features your product might “have” or “is”. Nobody is interested. As a client, I want to know what these features means to me. Often in terms of time or money. Sample: “We use chartered planes on some routes. This means you get more time to experience the local culture and visit three countries instead of one, because driving would take days and regular flights are just twice a week”.

6. Find out who´s in charge
There´s often more than one person involved in a buying decision, especially if we´re talking about higher amounts. Find out who they are, simply by asking. Try to meet them all, preferably all together so you hear the discussions and, consequently, can give proper information, argue for your offer and meet objections when/if something is questioned.

7. Find an easy way in
Find someone who likes you at the client company. Could be the receptionist. This person is not necessarily one of those allowed to make a buying decision, but he/she might very well know where there is a need for your services. Ask your way forward to the person who´s got the problem your product solves. Within tourism, it might be a distributors need for a better commisionable program or a company clients need for a corporate conference, study tour, board meeting hideaway or whatever. If you´re doing your job well with this person, he will lead you to the decision-maker.

8. Have a goal
Define a goal for your selling work. You have to know where you´re heading, otherwise you´ll probably end up somewhere else. “Build better client relationships” doesn´t work as a goal. “Make 30 phonecalls a day”, “find out who´s making the buying decision at company X” is better. Sale targets should be specific and lead you forward to closing the deal.

9. No = maybe
A “No”  is often a wish for more information. Unless you aren´t way out of your target group. As long as your product reasonably corresponds to your clients needs, there´s a basis for buying decisions. These can be influented by facts, such as price and performance, but also by your commitment and relations. Don´t take no for an answer. Ask questions.

10. The 2nd sentence is most important.
In your first sales call to someone, they should hear you smiling. Stand up while talking, take a look in the mirror and sing a song before you call. Belive me, it´ll do wonders for your voice. Everyone will listen to your first line: “Hi, this is Mark Anderson at XY Company”. But then? The 2nd sentence will make or break it. You need a hook, something different and unusual, but true. Something that makes it worth listening to your offer. Spend some time to find out some alternative introductions for different target groups and try them.

The punch-line: Ask a lagom tricky question. A one your client have no sufficient answer to, but you have the solution. 

You´re a friendly, natural talent. You´re in.

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