Why Assertiveness matters in Sales.
Assertiveness = Relationships
Assertiveness is a crucial skill for sales professionals to master. It involves the ability to clearly and confidently express one's own thoughts, feelings, and needs, while also respecting the rights and opinions of others. Assertive individuals are able to effectively communicate their ideas and negotiate deals, while also maintaining strong relationships with clients.
Your clients can’t build a relationship with someone they don’t know - and self expression is fundamental in achieving a certain level of intimacy.
In sales, assertiveness can be particularly important when it comes to making presentations, negotiating deals, and handling objections. It allows sales professionals to effectively communicate the value of their product or service and persuade clients to make a purchase. Assertive salespeople are able to clearly and confidently present their ideas, while also actively listening to and addressing the concerns of their clients.
Assertiveness is NOT Aggression
However, assertiveness should not be confused with aggression. Aggressive salespeople may use manipulative or coercive tactics to try and close deals, which can often lead to strained relationships with clients and a negative reputation for the company. Assertive salespeople, on the other hand, are able to effectively communicate their ideas and persuade clients without resorting to aggressive or manipulative tactics.
There are several ways that sales professionals can develop and improve their assertiveness skills. One effective technique is to practice active listening. This involves truly paying attention to what the client is saying and asking questions to clarify their needs and concerns. By actively listening and showing genuine interest in the client's needs, sales professionals can build trust and establish a strong relationship with the client.
Active listening will help you to discern what the client is talking about. Are they talking about an objective reality? A feeling? A desire? Do they just want to be heard? Are they looking for a solution? Do they need you to help consolidate their thoughts to be more coherent?
People speak for a variety of reasons, and being able to nail that reason down in short order is great if you want to build relationships.
Self Expression.
Another way to improve assertiveness is to practice expressing one's own thoughts and feelings in a clear and confident manner. This may involve rehearsing a sales pitch or presentation beforehand to ensure that the sales professional is able to effectively communicate the value of their product or service. It can also involve setting clear boundaries and politely saying "no" when necessary, such as when a client is requesting an unrealistic discount or asking for more than what is reasonable.
Objections and Negotiations
Assertiveness is also about being able to effectively handle objections and negotiate deals. This may involve finding creative solutions to meet the client's needs, such as offering a customized package or finding ways to add value to the product or service being offered. It may also involve standing firm on certain points and being willing to walk away from a deal if it is not in the best interest of the company.
In addition to improving sales skills, assertiveness can also have a positive impact on a sales professional's personal and professional relationships. Assertive individuals are able to effectively communicate their thoughts and feelings, which can lead to better understanding and more productive relationships with colleagues, supervisors, and clients.
Overall, assertiveness is a crucial skill for sales professionals to master. It allows them to effectively communicate the value of their product or service, handle objections and negotiate deals, and build strong relationships with clients. By practicing active listening, expressing their own thoughts and feelings clearly and confidently, and being able to handle objections and negotiate deals, sales professionals can improve their assertiveness and increase their success in the field.
