Buffini & Company Blog

Master the Art of Sales

Mastering the Art of Sales

It’s an unfortunate fact that many people have a negative connotation of sales because they encounter so many unskilled, unprofessional, and unkind salespeople.

Poor salespeople give sales a bad name because they focus on the transaction and get clients to make a decision they don’t want to make when they don’t want to make it. They don’t listen, they try to convince by the quantity of their words and the volume of their voice, and they are rigid when it comes to customers’ needs.

In contrast, great salespeople help customers make a decision they need to make when they need to make it. They listen for emotional wants and then provide logical justification, they help people come to a conclusion by asking questions, and they are flexible to customers’ needs within the confines of a pre-determined structure.

So, how can you master the art of sales?

First, you must believe that selling is a noble profession. The free market doesn’t exist without the exchange of goods and services, and the only way the exchange of goods and services happens is with sales. Never be ashamed to be called a salesperson. Engage in your profession because you believe in it and then enthusiastically promote what you have.

Next, treat sales as a contact sport. Voice-to-voice and face-to-face interactions are where the magic happens, so your job is to get out and about. Pop by your favorite clients, take a valued customer to lunch, or throw a client party. The more you get to know someone, the more you can personalize things, so get connected and embrace the characteristics of a great salesperson.

Lastly, understand what’s important to your customers. All potential customers have three questions they want you to answer: Can they trust you, are you good at what you do, and do you care.

Establishing trust is critical. Customers need to know they can depend on you to take care of details, look after any follow-up, and professionally serve referrals they give you.

Demonstrating your competence is another key factor of good sales. As Walt Disney said, “Do what you do so well that people will want to see it again and bring their friends.”

Finally, showing your customers that you care is vital. People don’t care about how much you know until they know how much you care.

When developed, grown, and ultimately mastered, the skill of sales is a game changer. Start working on your skills today and you will transform your business and your life!


Listen to the latest episode of “The Brian Buffini Show” to hear Brian offer tips and advice on mastering the art of sales. Click here to listen.

Buffini & Company

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