Five Ways to Improve Your Sales Performance
Many small business owners don’t see themselves as salespeople, but in reality, they are! Most have had no formal sales training and wouldn’t dream of calling themselves the ‘company salesperson,’ yet they are responsible for driving the business forward.
The truth is, it’s not a lack of sales ability that holds many business owners back—it’s often a lack of focus on the key activities that can influence results. By paying attention to the following tips, we’re confident you’ll see a positive impact on your sales performance.
Put in the Necessary Effort
Sales take effort—there’s no way around it. It’s easy to make excuses and focus on other tasks, but you must be disciplined about your sales process. Allocate specific times during the working week when you will concentrate solely on sales activities. Whether that’s calling existing customers, following up on leads or reaching out to potential new clients, schedule dedicated time for sales.
When targeting customers, be specific about who you’re reaching out to and why. Think about what’s in it for them—what value can you offer? Sales is about solving problems, so focus on how your product or service can meet their needs.
Don’t Forget to Follow Up
Sending an introductory email is great, but it’s not enough. A common mistake many business owners make is assuming that once an email or quotation is sent, the customer will get back to them. That’s rarely the case. Your offer may not be at the top of their priority list, but a quick follow-up call can move it back to the top.
Make it a habit to follow up on all quotes and enquiries. A phone call to check in not only keeps your business on their radar but also shows you care about their decision. Often, that’s all it takes to turn a prospect into a paying customer.
Follow Up, But Don’t Pester
Persistence is key in sales, but there’s a fine line between following up and pestering. If you don’t get the go-ahead on the first call, don’t be disheartened. Instead, take the opportunity to explore the customer’s situation in more depth. Ask when a good time would be to follow up again. This way, you’re respecting their time while keeping the conversation open.
If you’ve thought of alternative options that might suit them better, offer to discuss those at a later meeting. This shows you’re proactive and willing to adapt to their needs.
Don’t Avoid Sales Calls
It’s easy to find reasons not to make sales calls. Maybe you’re busy with other tasks, or perhaps the thought of picking up the phone feels daunting. But avoiding sales calls will only harm your business in the long run.
Set yourself realistic, achievable targets—whether that’s making five calls a day or reaching out to a certain number of clients each week. Schedule specific times for these calls and stick to them. If you find it easier to make calls away from the office, do so. The important thing is to stay consistent.
Be Enthusiastic
Genuine enthusiasm goes a long way in sales. Show a real interest in your customer’s business—ask questions, listen carefully and build a relationship with them. People are far more likely to do business with someone who takes the time to understand their needs and challenges.
Be proud of who you are and what you offer, and let that pride show in your conversations. When customers can see how much you care about providing them with an excellent service, they’re far more likely to trust you and ultimately buy from you.
Sales doesn’t come naturally to everyone, but they are a critical part of any business. By putting in the necessary effort, following up consistently and staying enthusiastic, you’ll improve your sales performance.
Remember, sales isn’t just about selling—it’s about building relationships, solving problems and providing value to your customers. Stay disciplined, stay motivated and watch your results grow.
