Most people think that direct sales is a tough industry to succeed in.
Well, they’re not lying.
It takes hard work to find new prospects, develop a strong relationship with them, and finally turn them into customers.
But despite all these challenges, how come network marketing companies still make profits year after year?
Why do people like Holton Buggs still introduce MLMs and go on to make millions of dollars?
They must have mastered direct sales techniques that work. They have learned how to convince people to buy something they don’t need.
The key to great salesmanship is persuading your customer that buying your product is the right decision.
Ready to become a successful distributor?
Then here are the direct sales techniques that you can use to sell anything.
#1 FAB ( features-advantages-benefits)
The FAB technique is a sales presentation formula that has worked for many salespeople. First, you explain the features of your product, then its advantages and how it will directly benefit the needs of your client.
This technique prevents the common mistake that most salespeople make. They usually believe that the features of the product will automatically solve the problems of their prospects. So they end up disregarding the client’s challenges and overestimate their knowledge of their product.
Salespeople should not focus on the benefits of the product but the solutions to the specific challenges of their customers. Simply put, you should answer the question, “Why do I need this product?”
Here is an example of a FAB technique in action:
1. Our software helps in social media management
This statement is pleasant, but it doesn’t show how it will help your target customer. It doesn’t excite prospects about your product. It is weak and can’t convert. Therefore, you move on to show the advantages of your software.
2. Most of your potential clients use social media, and using this app will help you develop a strong relationship with them through tools such as Twitter booster, and Analytics.
Go ahead and get into details of how it will help your prospects achieve their business goals.
3. An active social media presence enables you to grow your brand, expand your customer service, and win new clients.
Elaborate on why using this software will be the best business decision.
Applying the FAB technique will help you persuasively explain your product and close more sales.
#2 The “I’m on your side” technique
Raise your hand if you have read Robert Cialdini’s book, Influence.
Without a doubt, it is one of the must-read books if you want to succeed in the direct sales industry. It outlines valuable techniques about how to influence prospects and turn them into loyal customers.
The “I’m on your side” technique applies the power of fraternization. By a salesperson offering to help a client get the best deal, it builds trust and credibility.
Cialdini gives an example of how a salesperson convinces a client that he wants to help her make an excellent deal. But he provides the condition that he has to talk to his boss first. He meets with his boss and comes from the boardroom, excited to have closed the deal for his client.
The client instantly trusts this salesperson because she feels that without him, she would not have closed the deal quickly and with great perks.
Are you wondering if this technique only applies to physical situations?
You can also use this technique while on the phone with a prospect or even on a live chat. Create the impression that you have the best interests of the client on your side.
#3 Provide the favor upfront
This technique relies heavily on the concept of reciprocity. This is a fundamental law of social psychology, which states that humans tend to reciprocate what they receive from others. For example, if you treat them nicely, then they will also be friendly to you. And if you address them rudely, then they may abuse you to show they don’t care.
So to utilize the power of reciprocity, begin your sales conversation with a favor. Offer something that will put a smile on your prospect’s face. Probably a free product to solve one of their challenges.
Your prospect will feel indebted to you after getting the gift and instantly accept your sales proposition.
#4 Leverage “the because” justification
Even though this technique may seem silly, it actually works!
By providing a reason for your request, you have a high chance of getting what you want.
Havard psychologist, Ellena Lager, conducted the “because” justification experiment in 1970. She went to the school library and waited for the copier line to form. She then went to the person in front and requested, “ Excuse me. I have five pages. May I use the copier because I’m in a rush?”
And as you are guessing, it worked. Ellena was granted access to the copier.
To apply this technique in direct sales, use the word because in your opening statement.
For example, if you are approaching a lead in the technology industry, you can open the conversation by saying, “ I think you will be interested in hearing about our product because we are running a special offer that may end tomorrow.” Or, “I think you will be craving to learn the features of this product because all of your competitors are using it.”
Scarcity is the most powerful of the justifications. This post by Nir Eyal explains how customers react to scarcity. By learning that a product is almost getting over, customers will be triggered to purchase a piece.
The low-balling technique involves offering a product at a low price and then raising the charges when closing the sale.
This technique relies on the principle of commitment: choosing to maintain your initial decision despite the changing terms of the agreement. Here is an example,
You agree to buy a pair of Salvatore Ferragamo oxford shoes that go for $775 in the regular market. The salesman offers to give them to you at $700. You get excited about the bargain considering the condition of the shoes. The next day, when you meet the salesman, he says the shoes now go for $775. He claims that a friend of his just closed a sale at $850 for a similar pair of shoes. He also states that most shops would sell the shoe at $850 or more.
After thinking for some minutes, you grudgingly accept the deal.
For this technique to work, your second offer should not be so high or the prospect will go away. Show the client that spending the additional money will not be a loss.
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#6 The referral technique
When a salesperson mentions that your friend said you would be interested in a product, it instantly creates trust and increases the chances of the salesman convincing you.
Here is what you should do.
When prospects refuse to buy your product, request for a favor. Ask them to provide you with the contact details of friends and colleagues who may be interested in your product. This list is essential for closing future sales.
#7 The foot-in-the-door technique
It is based on the principle that if you want something big from a client, you begin by requesting something smaller.
According to psychology, if someone responds positively to a particular action, the chances are that they will react in the same way to a significant request, which they would not have agreed to had they been asked outright.
The first request paves the way for the second request.
This technique relies on the consistency of the approach. You need to present yourself in the same manner throughout the requests. Your behavior and opinion must not change, or else you lose the prospect.
#8 Questioning the status quo
For this technique to work, your prospects must be in a situation that requires fixing. So your product will solve their problems.
For example, when trying to sell a pen to your business client, you can start by mentioning how signing deals are memorable and life-changing. Then you question if the normal pen fits such unique moments in your business. You close your presentation by stating how your pen is executive and fits significant occasions like signing deals.
Simply put, create a need for your product.
#9 The “but you are free” (BYAF) technique
The “But You Are Free” technique reaffirms your client’s ability to choose. You are indirectly telling them that they have the freedom to refuse your offer or accept it.
It relies on the fact that people hate being told what to do. They love it when they decide out of their own will without persuasion from another person. And if you limit their choices, people react by becoming more close-minded.
We can use the same example of selling a pen.
After questioning the status quo and stating the benefits of using your pen, apply the BYAF technique.
Ask the business person to try out the pen for a week to see if it fits his needs. And promise to come back personally and pick the pen if he isn’t convinced of its features.
By making this statement, you are telling your prospect that he is free to make his own choice. And just like all humans, he will take on the challenge.
Jeremy Dean from Psyblog elaborates on the But you are free technique.
#10 The door-in-the-face technique
This direct sales technique is the exact opposite of the low-balling technique. Robert Cialdini, the author of Influence, introduced this approach.
This technique is based on the principle of concession. People will feel obliged to act in the same way you treat them.
Cialdini discovered that if clients decline an initially expensive product, then they will accept a second smaller request.
First, you offer your product at a high price that your client declines to buy. Then you come back with a lower price that looks fair compared to the initial one.
#11 Spin selling
SPIN is a technique based on Neil Rackham’s analysis of 35,000 sales calls in the 1980s. He claims that successful sales pitches followed this format of Situation; Problem; Implication; Need-payoff.
After listening to keenly to your prospect, you follow up with these questions:
- Situation – You attempt to establish a common interest with your prospect. Do this by asking in-depth questions.
- Problem – inquire about the issues your customer has, including dissatisfactions.
- Implications – learn about how these problems have impacted your prospect’s life.
- Need-payoff – ask the prospects if they want their problems to go away. Excite them about the potential of your product in meeting their needs.
These questions make potential clients open up about their needs and begin to trust that you can help them solve their problems.
Introduce your product only after completing all these questions.
If you are interested in mastering this technique, then here is a blog that elaborates on the questions to ask at each stage.
#12. Gather- Respond- Deliver- Close
This is a 4-step technique that begins with gathering information about your prospect, responding to the challenges, delivering the features of your product, and closing.
For example, if you are selling a cup, you will gather information about how prospects used their last cup. Then you emphasize the significance of the activity they used with that cup. Offer them something bigger than the cup. Close the sale.
#13. Infuse energy
People are attracted to motivated guys. Your prospects may believe your story if you present it with energy and confidence.
#14. Apply the unity principle
People belong to various groups whether it is educational institutions, political parties, churches, and sports clubs. When you belong to the same group, there is a level of trust that is developed. When approaching a prospect, try to learn something that you have in common and use it to cultivate trust. Your potential clients would believe that you have their best interests at heart.
#15. Tell stories
Stories describe people’s lives. They grab attention and entertain at the same time. If you want to succeed in the sales business, you need to learn to tell stories that resonate with your prospects’ needs. Play with words to convince your potential client to buy your product.
Ready to use these direct sales techniques to grow your business?
Now that you have learned the direct sales techniques that successful salespeople use, what are you going to do next? You will probably start applying them to your sales pitches. But what if your customers are online? Using our social media management app, you can optimize your social accounts and increase engagement with your prospects and existing clients.
With the Uniclix app, you can schedule and publish posts, monitor engagement rate, and learn effective tips to improve your social media strategy. Uniclix will help achieve your direct sales goals by building a strong and dedicated social presence. Use Uniclix to 10X your sales!