Being a successful sales person takes a lot of practice. Talking to people and persuading them to make a decision towards your product is tough work. Sales people often have quotas and targets to meet; and their performance is often measured against these evasive targets. Facing people, talking to them, and convincing them to make a purchase are business communication skills every sales person needs to master.

Understanding the factors that affect a customer’s decision to buy is important. Many sales people think that the price is the only factor that greatly affects a person’s purchasing decision. However, this is not totally true. People decide to buy a product or avail of a service based on its value, convenience, urgency of their needs, and the quality of the product among others. Therefore, it doesn’t necessarily mean that something that is sold at low, low price will automatically sell. Unfortunately, this remains to be a common misconception among sales people. Many sales agents use discounts as their first rebuttal for hard to convince customers.

Through effective business communication skills, a manager can help his team appreciate the over-all value of the product they are selling. Understanding how a product can improve lives, solve a need, and offer great customer experience are key information in being able to effectively sell. The reality is there are customers who are willing to pay for quality and assured value, and discounts are not always the answer to increasing sales.

The problem is so many sales people don’t really have proper business communication skills to be able to aid them in marketing a product. In so many cases, the first solution that comes to their mind when sales are low is to offer discounts. However, with better training and good business communication skills, sales people will be to perform well- even without giving out discounts.

Below are common excuses sales people give their managers for resorting to discounts. As a manager, you need to watch out for these so your business does not fall prey to these excuses.

• The competition is cheaper. Just because your competitor is cheaper, it doesn’t mean you need to go cheaper just to sell. A sales person must have the competitive knowledge to position your product versus its competitors. Again, price is not everything.

• Customers demand for discounts. Customers don’t really demand for it, they just request. If a sales person has enough knowledge and appreciation of the product value, then resorting to a discount isn’t always the solution.

• Customers aren’t smart enough to appreciate the product value. Often times, sales people who lack the knowledge to market a product well give this reason. This is a sign that they may need training either on the product value or sales skills.

Every sales person needs training and motivation to perform his or her job well. Instilling good business communication skills is paramount to effective performance.

© Incedo Group, LLC