There is an art to selling, and like any art, practice and self-analysis will always pay off. Here are some areas that should be considered.

Don’t fall into the trap of doing something a particular way because it has always been done that way. It might be your predecessor who has set a particular way of working or it could be you that has got into a rut. Whatever the reasons for doing something in a particular way, always be prepared to question those reasons. Try to see things from a fresh perspective. Be innovative and flexible.

Focus on the benefits of your product or service not on its features. You might be incredibly proud of your product and all the wonderful innovative features it has. However, your client doesn’t care about that. Tell them why a particular feature will benefit them and you will have their attention.

The golden rule of sales is often referred to as ABC which means ‘Always Be Closing’. An alternative golden rule might be ‘Always Be Training’ although it must be admitted ABT does not have quite the same ring. However, you can never have too much training. This may mean going on sales training courses or simply having brainstorming sessions with your colleagues.