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Sticking to one sales technique can be detrimental to your customer experience, according to Paul Glossop, founder of buyer’s agency Pure Property Investment.
He spoke with REB's sister publication My Business on the My Business Podcast about why a traditional sales technique isn’t always the right one.
When asked what sales method he favours, Mr Glossop said, “I think it is very highly dependent on what you’re selling, and why you’re selling it, and who you’re selling it to, as always”.
As a trained salesman, Mr Glossop said he knows “what a textbook says you should be selling by”, but encourages other salespeople to take the training they are provided and tailor it with the information they gain about their product and client.
More important than following the rules for converting sales is being well informed, according to Mr Glossop.
“Really what it comes down to is, if you know what you’re talking about and you know your facts and you know your details and ultimately you’re confident in the product that you’re pushing, then everything comes quite natural,” he said.
It is important to get to grips with what your client is looking for, to make sure you tailor your sales process to them. Finding out exactly what they are expecting from your service will ensure they are not left cold.
“I go through a system of questions when someone inquires; I may say, ‘What do you actually want from me? What are your objectives?’,” Mr Glossop said, adding that he then works through his “laundry list” of options that come out of that information.
It is important to remember to personalise your service when it comes to dealing with clients. Agents who can turn their sales training into a tailored service for their clients are the ones who get returning clients and referrals.
[Related: Vendors no longer prepared to pay ‘excessive and unnecessary’ commissions]
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