Sales skills for entrepreneurs; closing deals made easy

Let’s skip the pleasantries and jump to the fact that you are in business to also make money. Think of it as the reward for all the time and effort you are investing but to make a profit, you need sales skills as this is vital to the growth and sustainability of your business. 

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A lot of startup founders worry if they do not have technical skills, and some VCs may even ask founders to get a technical co-founder for their venture. However, they rarely ask founders to have sales skills or sales experience when it is just as vital to the growth of the business as technical skills or experience. For example, companies that have a well-defined sales process are 33 times more likely to be high performers than companies that do not.

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That outlines just how important sales skills are to businesses. If you are a non-sales founder and need easy tips to brush up on your sales skills, then this is the article for you. We will be looking at some of the sales essentials that every business must have to succeed in this climate. And who knows, maybe one of these skills might just save your business. 

Understanding the process and developing a sales mindset

A mindset change

Before becoming a guru at sales, you need to undergo a mindset change. Many people believe that sales are just about selling, but that isn’t true in the least. Many founders usually view sales as just a transactional activity that must be kickstarted through relentless pitching. But that does not work. 

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Sales must be seen as a problem-solving exercise. You need to know what problems your customers are facing, and then solve that problem first. Once that is done, you can now introduce the solution to them and show how it solves their problem. By focusing on the customer’s needs first and not the bottom lines, you’ll create a better experience for the customer and also ensure a seamless sales process. 

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This perspective shift is very important because it makes the sales process more enjoyable for both you and the customer, even if it is a bit more work on your end. The second thing you need to understand as a non-sales founder is something called the sales funnel. This describes the process from when you (or your product) meet a potential client to when they become a paying customer.

The sales funnel

The sales funnel begins with prospecting, where the goal is to identify potential customers who may be interested in the product or service offered. This initial stage involves market research, networking, and utilizing various tools and platforms to gather leads. By creating marketing processes that effectively target potential customers, you can ensure that your business is getting to the right people, and not just anyone or everyone.

Once potential customers are identified, the next step is nurturing these leads. This means establishing trust through communication and providing valuable information. Now that your business has reached potential clients, you need to prove to them that you are trustworthy and competent enough to solve their problems. This stage requires patience and persistence, as it often involves multiple touchpoints before a prospect is ready to make a purchase decision. 

The culmination of the sales process is the closing stage, where the focus shifts to converting leads into paying customers. This stage involves negotiating terms, addressing any final objections, and securing a commitment from the prospect. However, this is not the end of the process. You must also pay attention to the after-sales process. You want your customers to be so satisfied that they not only come back for better service, they also bring their family and friends with them.

Essential skills for non-sales founders

Four essential skills differentiate a sales founder from a non-sales founder. Mastering these four skills will take you from zero to hero in absolutely no time. 

Communication

Communication is the most important skill a founder must have. You must be able to communicate your ideas clearly in a way that is not just understandable, but also impressive. But communication isn’t just about talking. It also means listening properly and fully concentrating on what the customer needs are. It means showing genuine interest in the customer’s challenges and goals and also involves asking insightful questions.

Time Management

Time management is crucial for maximizing sales efficiency and productivity. Prioritizing sales activities involves identifying the most important tasks that drive sales, such as prospecting, following up with leads, closing deals, and allocating sufficient time to these tasks. Utilizing tools like calendars, task management apps, and CRM systems can help in organizing and tracking sales activities. Additionally, setting specific goals and deadlines can provide direction and motivation. Effective time management ensures that you can dedicate the necessary focus and energy to your sales efforts, leading to better outcomes and more sustainable growth for your startup.

Negotiation

Negotiation is a skill that often intimidates non-sales founders, but it is essential for closing deals successfully. Effective negotiation requires understanding both your own needs and the needs of the customer, aiming to reach a mutually beneficial agreement. Successful negotiation strategies include being well-prepared, knowing your bottom line, and being willing to make concessions while also standing firm on key points. It’s important to approach negotiations with a collaborative mindset rather than a confrontational one, focusing on finding solutions that work for both parties. 

Building and maintaining strong relationships

Building and maintaining strong customer relationships is another critical skill for non-sales founders. Sales are not just about making a one-time transaction; they are about creating long-term relationships that foster repeat business and referrals. 

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Relationship building involves being reliable, following through on promises, and providing consistent value to the customer. It also means staying in touch with customers after the sale, checking in on their satisfaction, and offering support when needed. 

Building a sales strategy 

To be a successful salesperson, you need a working sales strategy. This strategy must revolve around two things; an accurate buyer persona, and a powerful value proposition. 

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This means that you must be extremely clear about two things. The first is who your ideal customer is. You need to create a buyer persona that answers questions such as how old your ideal customer is, how much they can afford to pay, where they get their news from, and what sort of aesthetics appeal to them the most. 

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This stops you from making ridiculous mistakes like using uptight language to sell to a more nonchalant demographic or using informal language to sell to a formal audience. It also helps you get more value from your advertising as you’ll know what media you can target your audience through. For example, if most of your potential customers use Facebook, then it would be unwise to try to reach them through Twitter. 

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The second question you need to clarify is your value proposition. What differentiates your business from every other business offering this service? What are your competitors offering and what makes your business or service stand out? If you are introducing a novel solution, you also need to explain why people need to even solve that problem in the first place. 

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The answers to all these questions are what will power your sales strategy, which is a map of who your customers are, what they want, how you can reach them, and what messages you are reaching them with. 

Sales are essential for founders.

Building a robust sales strategy that includes identifying target customers, crafting a compelling value proposition, and choosing the right sales channels ensures that efforts are strategically aligned with business goals. Once this sales strategy is outlined and understood by everyone from the founder to the sales intern, the company can then move forward and excel in the market. 

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Remember that nothing beats practical experience, so if your experience in the market tells you something other than what your brand strategy says, then the strategy is wrong. You must be willing to endlessly iterate your strategy based on marketing realities. 

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