How Are Sales Champions Made? These Words Really Hit Home!

Always overwhelmed by sales targets, working hard every day but still failing to meet them—is closing deals really that difficult? Yet watching the experts, it doesn't seem hard at all. What exactly should you do to close deals? What are the tricks?

Honestly, when I first started my career, I didn't know these things either. I was busy visiting clients every day, but my closing rate was extremely low. By chance, I met a sales expert, and we hit it off. He shared some closing techniques with me, and from then on, I never looked back, consistently becoming the company's top salesperson. Today, I'm sharing these techniques with you so everyone can become a sales champion!

Clients Also Need to Be Categorized 1

Do you categorize your clients, or do you simply treat them all as clients, just go and communicate, visit them normally, without understanding their situation or whether they can close? Doing this puts your energy and time into invisible places, like punching cotton—you never know if your efforts will pay off. Sometimes you might close a deal or two, but it's mostly luck. So how to avoid this?

Divide your clients into three levels: A, B, and C. Different sales industries have different classification methods, but they all follow one principle: A-class clients get the most time and energy, B-class get a certain amount, and C-class just need regular contact. Let me briefly explain how I categorize my clients:

A-class clients: High demand, certain financial strength, purchase intent, focus on them, spend time and energy, find ways to win them over!
B-class clients: Some demand, decent financial strength, but no current purchase intent. These can be maintained with some time; they are potential clients. Don't spend too much time, but don't give up either!
C-class clients: Low demand, average financial strength, average purchase intent. Just keep in touch; no need to spend extra effort on them!

Categorizing clients is useful in many ways, including finding precise clients. Suppose you're in financial planning, and there's a decoration market in your city with 200 stores. You can treat this as your client base. Initially, visit door-to-door, chat, communicate, understand the situation, and categorize the 200 clients into A, B, C. Finally, focus on A-class clients with lots of time and effort, find ways to win them over, then move to B, and finally C!

Two Essential Factors to Win Clients: Personal Connection + Benefit 2

1. Personal Connection

This is essentially about building relationships with clients. It's more like making friends than negotiating with clients.

Let me give an example: Many of you have been pitched to by salespeople. What's the most common thing they say at the start? Something like, "Our company has a great product," and then they talk it up, and finally ask if you want to buy. Every subsequent meeting is basically the same topic. Do you think such sales pitches close deals? Definitely not, because the feeling we get is annoyance. Every time they come, it feels like they're trying to take money from our pockets. How can we not resent them?

I think when pitching a product, on the first meeting, briefly say what you do, and then for a while, don't talk about any products from your company. Talk about other things, like friends chatting. It's like chasing a goddess: if every time we meet, we say "Be my girlfriend," wouldn't she be scared away? What we need to do is gradually get closer through repeated contacts, eventually becoming good friends. Once you're good friends, without you even saying, the client will naturally think of supporting your business. Like friends, when something good happens, don't you think of them first? If they don't think of you, it means your relationship isn't good enough, and you need to keep working on it!

2. Benefit

I believe personal connection determines whether you can close a deal, while benefit determines the size of the deal. Good friends will support your business, but they're not millionaires; it's unrealistic for them to pour money into your product if it doesn't help them at all. So you need to find the client's needs and entice them with benefits.

In this regard, you need to have a thorough understanding of your product, competitors, and clients. As the saying goes, "Know yourself and know your enemy, and you'll never be defeated." Analyze your product's three major advantages. This requires careful refinement. For example, first list 20 advantages, then filter them down to the top 3—these are the most compelling. Then analyze competitors' weaknesses, similarly find 20, and narrow down to the three most obvious ones as your main attack direction. Finally, find the client's needs, using the same method, to get the client's top three needs. These three needs are your benefit appeal points. Find the intersection between your product's advantages and the client's needs—that's your main focus and the key to determining the size of the deal! If you can't close a deal, it's because the personal connection isn't deep enough. If the deal amount is small, it's because the benefit drive isn't strong enough!

So, closing a deal = deep personal connection + benefit drive. If you do well in these two aspects, even against fierce competitors, you'll be invincible and unstoppable!

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