[vc_row][vc_column][vc_column_text]En la primera parte de la serie, hemos cubierto las etapas iniciales del proceso de ventas: conocer tu cliente ideal e iniciar el contacto.

Today we will enter the most important part of the sales cycle: how to convince the lead and close a sale.

Study and reflect on your leads

People tend to buy products/services from people they like. Obviously, a sales cycle is too short a period to create a genuine relationship. Therefore, there are two alternatives that usually work.

1. A brief alternative is to mirror their perspectives. In trying to get to know them, mirroring can be to subtly mimic the communication style, energy level and formality of the person you are talking to. This will generate a sense of comfort and confidence to blur the lines between business/personal. Overdoing it can give the impression that you are mocking, so be careful.
2. Make commercial agreements with influential people for your audience. They can present your product/service and offer benefits on them. The more genuine the relationship/admiration your audience has with this person, the simpler the purchase is as it conveys their personality to the brand.

According to the American Psychological Association, mirror neurons are responsible for the instant connection we feel when we see our behavior reflected.

Zoho SalesIQ allows you to know their buying behavior. How many times they researched your website, what pages they viewed and what information they have. In addition, if they have made inquiries, they will also be reflected, along with the score for activity on the website. In this way, when the leads are passed to the commercial area, they are correctly segmented and it is easier to treat them as they wish.

Experience vs. purchase

People like to buy, but they don't like to be sold to. Trying to catch them and convince them is a mistake, as you may appear to be concerned only with your business objectives.

A good place to stand is the consultant. Present yourself as an expert on the subject who will try to help them through the whole buying process by clearing up any doubts.

Listen, listen, listen

We can affirm that in most cases, especially in B2B sales, without listening to the prospect it is impossible to close the sale.

Even if you think you have a better idea about the solution they are looking for or that your product may be more useful than they think, let them lead the discussion and tell you exactly what they want. This will tell you which way to go with the sales pitch.

Another important point of special attention is to know how to ask the right questions that probe into the prospect's processes by carefully considering your answers as you conduct the conversation.

People are not interested in your brand, product or service. They are interested in how your product or service solves their problems or makes their life easier. So, instead of simply touting all of its features in hopes of impressing the prospect, focus your sales pitch on their needs or pain points and how your offering solves them.

By collecting complete customer data and being able to send it directly to a CRM, the information to continue the business process is complete and unified. This can be achieved with Zoho SalesIQ and Zoho CRM.

In addition, if all sales reps can access the information and follow a standard sales process, confusion and errors that may cost the sale are avoided. Zoho CRM allows you to refuse to go to the next stage (create an opportunity) without first having the necessary lead data.

Master the art of storytelling

While the data is important, studies suggest that only 5% of people remember statistics after a presentation. 63% remember stories.

How do you do this in sales - with success stories! This can work wonders as prospects are motivated by social proof.

It's always good to share references and testimonials with new prospects. It's simpler to buy something when you see visible proof.

Primacy effect on your sales pitch

According to Primacy Effect, when people are given a sequence of information, the data at the end of the sequence are the most remembered and then the details at the beginning. The information in the middle of the list is usually the least remembered. Use this in your pitch by placing the information you want prospects to remember at the beginning and end of the conversation.

By visualizing previous conversions with the lead, and defining which area of the buying company it belongs to, it is easier to know what data will be important to the person. 

In the second part of this series, we covered the most important part of the sales process: getting prospects to buy from you. Would you add any other tips? The next and final part of this series will focus on how to respond to customers who won't seem to close the sale without having to redo the entire sales cycle several times. We'll also talk about how Zoho SalesIQ, a complete customer engagement software solution for marketing, sales and customer service, helps at this stage.

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