Soft Selling Skills

What’s the Fluff About Soft Selling Skills?

Question:
My company conducts a significant amount of sales training on our product line and on sales techniques, yet very little in the area of “soft selling skills.” Is there any research which shows the effect of training in these areas?

Answer:
If salespeople focus strictly on product knowledge and sales techniques, they have a one in sixty four chance of connecting with the customer. This is based on research conducted by Impact Sales in 1997. So, you have to ask, “How important is it to connect with the customer?” We think it’s very important. If you cannot identify the most effective approach to use with a customer, (the do’s and don’ts and psychology behind the sale), then don’t bother with product knowledge, the customer won’t be listening. By marrying soft selling skills with product knowledge, techniques and strategy, sales persons significantly increase their likelihood of a sale.

Let’s start by looking at the entire sales equation, and then we’ll define and break down soft skills further.

There are four basic components of an effective sales skills equation. They include, product knowledge, sales techniques, strategy and soft selling skills. Take away any piece of the equation and you loose a quarter of your sales advantage.

**The Sales Skills Equation**
Product Knowledge	Sales Techniques	Soft Selling Skills	Strategy
Specific Customer Values Benefits Features	questioning skills handling stalls & objections Listening Skills presenting solutions negotiation skills telephone skills	behavioral styles communication styles Rapport & relationship building skills ability to read buying modes	territory & account planning account influencers relationship strategy negotiation strategy

Sales Strategy—These refers to the strategy needed to position yourself for the sale. Included is customer profiling, account strategy, identifying and persuading key influencers, relationship building strategy, negotiation strategy & skills, prospecting & territory management. Successful salespeople plan for sales success and analyze how they have progressed after each sales call.
Soft Selling Skills—Refers to the skills needed to communicate and influence different buyers. They include behavioral styles, communication styles, rapport building and relationship building skills, and the ability to read buying modes. Soft selling skills may be the most important piece of the sales equation. If you unable to address the specific “hot buttons,” then it won’t matter how polished your other skills are. Here’s a summary of the key soft selling skills:

Product Knowledge—Many sales persons present product information using a standard feature/benefit approach. It is much more effective to translate product information into values for that particular customer, begin with values that are specific to that customers needs, and use benefits and features to support how you accomplish those values. For instance, if I said to you, “I met with my accountant today, there are new tax laws and I am going to save an extra $2,000 this year.” I didn’t grab your attention very quickly. Instead, if I reverse it and say, “I found out I will save an additional $2,000 this year on my taxes,” now I’ve got your attention and can tell you how.
Sales Techniques—These are the foundation tools that any sales person needs as core competencies including questioning skills, listening skills, the ability to handle stalls and objections and the ability to make recommendations and provide solutions. Because these are techniques, they need to be practiced and perfected. Successful salespersons anticipate and plan for these prior to each sales call, and evaluate their success after each call.

**An Overview of Soft Selling Skills**
Behavioral Styles— The logic that individuals us in making decisions.	What’s Important to Them	How To Tell	What To Do
Directors	Bottom line results, power, competition, individualism, new ideas.	Fast paced, situational listeners, intense look, furrowed brow, businesslike appearance	Cut to the chase. Stress results. Stress a new and better way. Don’t tell them what everyone else is doing.
Expressives	How decisions make them look, buy based on emotion	Outgoing, animated, spontaneous, situational listeners, trendy/casual dress, disorganized	Leave time for socializing. Keep them focused, follow up on their commitments. Show them how decisions are smart, get them emotionally involved.
Steadies	Teamwork, family, friendships, loyalty, dependability, service	Soft spoken, patient, good listeners, indecisive, casual dress	Don’t push. Give them choices. Emphasize service. Build strong relationships Provide testimonials.
Analyticals	Facts, details, consequences, value	Reserved, respectful, skeptical look, asks a lot of questions, business like dress, well organized	Use a methodical sales approach. Be prepared. Back up statements with facts.

Communication Styles— The preferred vehicles used in sending and receiving messages.	How They Learn	How To Tell	What To Do
Visuals	Seeing	Fast tone and pace of voice, uses exaggerated arm movements, looks up if you ask them a question.	Use a visual sales approach. Match their pace, put things in writing, communicate via e-mail.
Auditories	Hearing	Continue to make sound when they pause, arms are close to the body and move symmetrically, look to the side if you ask them a question.	Use a verbal sales approach. Communicate via voice mail, audio tapes, use auditory terminology.
Kinesthetic	Doing	Slower rate of speech, long pauses, touches and plays with things, looks down if you ask them a question.	They must get a feel for what you have to offer. Use demonstrations, plant tours, examples, analogies.

Rapport Building Skills— The comfort level that others have with you.	Words Words represent only 7% of the initial comfort that people have with you. Avoid words that cause reluctance to buy such as price, sold, paid, contract. Match key words that customers use.	Tone & Pace of Voice Accounts for 38% of the rapport building process. Match the tone and pace of voice of your customer in order to make them comfortable with you.	Physiology Accounts for 55% of the rapport building process. Match the customer physically to create comfort. Lean forward, wait for your customer to lean forward when you are ready to ask for the sale.

Buying Mode— Refers to the receptiveness to new ideas	How they think	How to Tell	What to Do
Matchers	Look at sameness. They represent 7% of the population. Extremely brand loyal. Will not change unless forced to.	Appearance is always the same, haircut always the same, buy the same vehicle, etc. When asked about business they will say, “Everything’s always the same”.	Show them how what you are offering is the same as what they have been doing.
Mismatchers	Look at difference. Extremely disloyal. Will change regardless of what you do. Represent 7% of the population.	Appearance is never the same, different styles, always trying new things. When asked about business they will say, “Everything’s always changing around here.”	Stress how what you are offering is totally different from anything else they have considered.
Matchers with Exception	First look at sameness and then difference. Prefer not to change, but will if you position it right.	When asked about business will say, “Things are relatively the same, yet we have expanded into some new markets”.	First stress how what your offering them will provide the same results as their used to and then tell them about the differences.
Mismatchers with Exception	First look at difference and then sameness. Prefer change, but will stay with you if you provide them with enough reason.	When asked about business they will say, “We’ve entered into new markets, but we still have our loyal customer base as well.”	First stress differences and then sameness. You need to keep in contact with this group and let them know what’s new and different or you will eventually loose them.

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