Without sales, your business wouldn’t exist. Sales are what keeps your business ticking over; keeping the doors open and the lights on is impossible without them.

Yet many small business owners struggle with sales fundamentals and strategies. Understanding sales techniques can feel overwhelming when you’ve gone into business out of love or passion. No business owner wants to appear cheesy, inauthentic, or worse still, be accused of pushing a hard sell.

So, if you want to understand how to make sales that stick with less ick, you’ve come to the right place.

We’ll break down the essentials of sales in plain English to provide some practical advice you can put into action today. Whether you’re a sales newbie or just looking to refresh your approach, you’ll find tonnes of valuable strategies, tools, and resources here to help you sell with confidence and grow your revenue.

Sound good? Then, let’s begin.

Sales fundamentals for small businesses

You may think sales is all about pushing your products or services. It’s a common misconception. Yes, you want to guide people to a purchase. However, sales are all about problem-solving. Your customer has a problem and your business provides the solution.

For small business owners, it’s less about slick pitches and more about building genuine customer connections.

To forge this connection, you need to keep a few fundamentals in mind:

• Sales is about relationships. People buy from people they trust. So you need to make sure you live up to your promises.
• Trust and values are vital. Be consistent and avoid making claims you can’t back up with proof. Transparency and honesty go a long way towards building trust, whether that’s with a new or existing customer. And if someone has a complaint about your product or service, make sure they feel seen, valued, and heard.
• Small business sales are personal. Unlike their big business counterparts, small business owners are often face-to-face with customers or dealing directly with decision-makers on the day-to-day. This provides a fantastic opportunity for you to really connect with your customers. So make sure to share your story and place your passion and purpose for your products and services front and centre.
• Understand your audience’s needs. Your daily interactions with customers are a valuable asset. By listening carefully to existing and potential customers you can learn more ways that your product or service can solve their pain points. Which in turn can lead to you developing new products or services.
• Be value-driven. How does your product or service make life easier for your customers? Explain the benefits, not just the features. Talk about how it solves their problems or improves their life.
• Follow up consistently. Sales often happen after multiple touchpoints, so don’t be afraid to check back in with potential clients.

Sales success for small businesses often boils down to how well you listen to your customers’ issues and how you convey your solution. Empathy, clarity, and transparency are essential. When you understand your customers’ needs and communicate how you can help, then sales feel less like ‘selling’. Suddenly, your conversation becomes more about offering solutions than pushing a pitch.

Remember, sales aren’t something you can set and forget. Although some tools can help you automate elements of the sales pipeline (more on that later), your sales efforts must remain consistent. Your sales strategy is part of the bigger growth strategy for your business.

The sales journey all begins by building genuine relationships and providing real value. Do this, and you’ll create a loyal customer base who buys and loves your products and refers you to others.

While nothing is quite as satisfying as closing a deal, ultimately, sales are about creating long-term partnerships that sustain your business growth.

Sales strategy basics

To sell successfully, you don’t need a complex strategy. What you do need is a clear plan that focuses on connecting with the right customers and delivering the right offer.

If you’re just winging it, then you are doing both your business and your customers a disservice. To gain more sales and work towards achieving your bigger goals for your business, you need to be able to track your progress and develop a plan to get you there.

Four strategy basics to get right

1. Know your audience: Create a buyer persona outlining who your ideal customer is and what they need. Consider factors like demographics, buying habits, and the challenges they face.
2. Set clear goals: Aim for measurable targets, such as increasing revenue by 20 per cent over the next quarter, or securing three new clients each month. Being less vague and more specific with your goals holds you accountable and keeps you motivated.
3. Track progress: Use tools like Google Sheets or a CRM system like HubSpot to monitor your results and identify patterns in your sales performance.
4. Adjust as needed: A sales strategy isn’t set in stone. If something isn’t working, tweak your approach and try new methods until you find what resonates with your audience.

Effective sales techniques for small businesses

They say salespeople have ‘the gift of the gab’ for a reason. Good sales are all about having conversations, not delivering a script. It’s the art of persuasion, not coercion. Because small business owners are so close to their customers, they are ideally placed to have impactful conversations that can drive sales.

Try these techniques to build rapport:

• Tell stories: Share real examples of how your product has helped other customers. For instance, if you sell eco-friendly takeaway containers, tell a story about how a local café reduced waste using your solutions.
• Ask open-ended questions: Engage potential customers with questions that encourage them to share their needs. Instead of “Do you need help?” ask, “What challenges are you facing in your business right now?”
• Handle a “no” positively: Objections are part of the process. If a customer says, “I’m not sure it’s in my budget”, respond with solutions like payment plans or value comparisons.
• Offer value first: Before making a pitch, provide helpful insights, free resources, or quick tips. What do we mean? Say you’re a financial advisor; you could offer a free budgeting template to help you build trust with potential customers.
• Leverage social proof: Happy customers make great advocates for your brand, so leverage them on your social media. Showcase their positive reviews and testimonials. Seeing real-world examples of the great work you do encourages more customers to get on board.

By focusing more on relationship-building and problem-solving, you’ll find you take the ick out of the selling process. It makes sales feel more natural and less transactional. The goal is to create conversations where both you and your customer feel heard and valued. The result is stronger, long-term customer connections.

Building a sales pipeline

If you’re a small business owner, you’ve probably heard the term ‘sales pipeline’ bandied about. But what exactly does it mean, and why is it so important?

A sales pipeline is just a way to track where potential customers are in their decision-making process. It’s the journey they take, from the moment they first hear about your business to when they make a purchase (or choose not to). A clear pipeline can help you stay on top of your leads, keeping your prospects moving forward and closer to making a deal.

A typical pipeline should track and include:

• Awareness: How people first heard about you (social media, word of mouth, ads).
• Consideration: When they began to learn more about your business (by visiting your website or making an inquiry).
• Decision: When they’re ready to buy (meetings, proposals).

You can use tools like Trello or a simple spreadsheet to keep track of each stage.

Finding leads for your pipeline

Finding new customers doesn’t have to be complicated. Here are a few tried-and-tested ways to generate leads:

• Networking: Attend local business events and join community groups.
• Social media: Share valuable content on LinkedIn, Facebook and Instagram.
• Referrals: Ask happy customers for introductions to others who might benefit from your services.

According to Atrribuly, it can take up to seven touchpoints before someone decides to buy.

Understand the stages of your sales pipeline

Before you start adding leads to your pipeline, it’s crucial to know what your sales process looks like. This will be different for every business, but there are four stages that apply for any business:

• Lead generation: This is where you attract potential customers. It could be through social media, your website, advertising, or even word-of-mouth.
• Qualification: Not all leads are equal. In this stage, you assess whether a lead is a good fit for your product or service. Ask yourself: Do they have the need and the budget to buy?
• Nurturing: You have some good leads. Now it’s time to build the relationship. Check in to see how they’re doing or answer any questions they have. It could also be a good time to send them some helpful content. Say you’re an accountant, you could send them a handy budget planner. The goal is to nurture the relationship to move them closer to making a decision.
• Closing: Finally, you seal the deal. After all your hard work, it’s time to convert that lead into a paying customer.

Set clear goals and track progress

Now that you know the pipeline stages, it’s time to set some goals for each one. How many leads do you want to generate each month? How many should convert into sales?

Having specific, measurable goals gives you something to aim for and helps you stay on track.

You can use a CRM (Customer Relationship Management) tool to track the progress of each lead in your pipeline. Plenty of affordable options exist, from simple spreadsheets to more sophisticated platforms like HubSpot or Pipedrive. This will give you a visual overview of your pipeline so you can see where things are moving and where they might be stuck.

Qualify your leads early

One mistake many small business owners make is spending too much time on leads that will never convert into customers. Following up with everyone is tempting, but that’s a waste of energy.

Qualify your leads early by asking a few questions to determine if they’re a good fit. Consider their budget, needs, and willingness to engage with your business. If someone isn’t ready to buy, nurture the relationship and check in with them in the future – but don’t pour all your time into someone who isn’t a good match.

Keep your pipeline full

A great sales pipeline needs a steady flow of new leads. This means consistently working on lead generation, whether it’s through content marketing, social media, networking, or other strategies. Keeping new leads on the boil means you won’t run out of customers down the track.

Don’t forget to follow up

So, what’s the key to moving leads through your pipeline? Follow-up, follow-up, follow-up!

People get busy, and sometimes it takes a few nudges to get them to commit. Be persistent (but not pushy), and always ensure you provide value in every interaction. Sometimes, all it takes is a quick phone call checking in to sway an uncertain customer.

Track your success and adjust

The final step in building your sales pipeline is to track your results. After a few months, assess how well your pipeline is working. Are you hitting your sales goals? Are leads dropping off at certain stages? Use this information to adjust your approach.

You may need to improve your qualification process or find more effective ways to nurture leads. Whatever it is, fine-tuning your pipeline over time will help you keep those sales coming in.

What’s most important is to stay organised and track your progress. And don’t forget, the key to closing is follow-up, follow-up, follow-up.

Three techniques to help you seal the deal

1. Create urgency. Limited-time offers can encourage quicker decisions.
2. Summarise the benefits. Remind them why your solution fits their needs.
3. Ask for the sale. Sometimes, all it takes is a direct question like, “Would you like to go ahead with this today?” for someone to confirm their interest.

Lead nurturing and relationship management

So ,you’ve won the sale. Job done, right? Ah, wrong. Now the real work begins.

Your aim is to build on the relationship so that the first sale becomes repeat business. It’s time to nurture the lead so they turn into a loyal customer who comes back for more.

Strategies for long-term customer engagement

To keep your audience interested beyond the initial sale, focus on providing continual value. Try these four steps to get started:

1. Check in: Don’t just send your standard follow-ups, get personal with your messages so that your emails are tailored to their needs. Ask how they are doing with the product or service and suggest tips to improve their experience.
2. Exclusive content and offers: Share helpful resources, insider tips, or early access to sales and new products.
3. Consistent conversations: Don’t make the mistake of falling silent. Keep in touch with updates or useful info rather than always going for a sales pitch.
4. Loyalty programs: If a customer is coming back for more, reward them. Develop a loyalty program; whether through points, discounts, or special perks to keep the engagement going.

5 steps to a fab follow-up

If you want to stay front of mind with your customers, try this:

1. Immediate follow-up: A thank-you email with order details and a warm message.
2. Post-purchase care: A few days later, share helpful guides or tips on how to get the most from their purchase.
3. Feedback request: After some time, ask for a review or feedback in a friendly, non-pushy way.
4. Value-focused updates: Share a mix of educational content, industry news, or relevant tips.
5. Special offers and reminders: Occasionally promote relevant offers, keeping the focus on how it benefits them.

Retaining interest without being pushy

• Focus on value, not sales: Share insights and helpful resources more often than promotions.
• Don’t make assumptions: Use surveys and polls to get a better understanding of your customers’ needs.
• Storytelling over selling: Share customer success stories and behind-the-scenes content that builds connection.

Lead nurturing is about building trust. Keep the conversation going, make your audience feel valued, and you’ll create long-term relationships that drive repeat business.

Sales tools and technology

Is your head spinning at all the things you need to keep track of to ensure a solid pipeline and happy repeat customers? Never fear. The right tools can save you heaps of time and make sales feel less stressful.

Here are a few essentials:

CRM software to stay organised

A good customer relationship management (CRM) tool is like a personal assistant for your sales. It helps you keep track of all your contacts, interactions, and sales opportunities in one place. Tools like HubSpot, Zoho CRM and Monday.com can help you manage contacts and track sales to ensure nothing slips through the cracks.

According to a survey by Xero, small businesses using CRM tools saw a 29 per cent boost in sales efficiency. So, it’s definitely worth considering a CRM.

Invoicing made easy

When it comes to invoicing, you want a solution that’s quick, professional, and easy to use. Software like Xero or MYOB allows you to create and send invoices in a few minutes. These tools also offer a stack of features like payment reminders and integration with your accounting system, so you don’t have to juggle multiple apps. And better yet, they help you get paid on time!

Scheduling tools to take control

Scheduling meetings can be a real drain on your time. But it doesn’t have to be. Tools like Calendly and Microsoft Bookings let your clients book meetings with you based on your availability. Or you can plug in extensions like Read AI to set meetings at the most optimal time in your calendar and gain access to summaries, key points, and more.

All these tools sync with your calendar, automatically adjust for time zone differences, and send reminders, so you can avoid the endless to and fro of email chains.

With the right tech solutions in place, you’ll find yourself working smarter, not harder.

Sales training and team development

How often do you train your sales staff? Just as you nurture your customers, you need to give your sales staff some TLC, too. Training can turn a mediocre salesperson into a selling superstar, and the best news? Upskilling your staff doesn’t need to break the bank.

Here are three practical, low or no-cost strategies to motivate your staff:

1. Workshops

Are you a sales expert? Then hosting regular, in-house training sessions can be highly beneficial. Workshops provide a dedicated space for your team to learn and discuss sales strategies, share successes, and address challenges collaboratively. If you don’t have the expertise, reach out to your network and hire an expert to come in for a fireside chat where your team can ask questions.

Developing a culture of continuous learning not only helps your team stay up-to-date with the latest trends, but it’s great for culture and morale too.

2. Online courses

Platforms such as Udemy offer a range of affordable online courses tailored to sales training. These courses cover everything from basic sales techniques to advanced negotiation skills.

Encourage your team to give online training a whirl. They can learn at their own pace, fitting around their busy schedules.

3. Role-playing exercises

They say practice makes perfect, and it’s especially true in sales. If some of your team are struggling to close, put aside some time to do some role-playing. Role-playing exercises let your staff simulate real-life sales scenarios, and it helps them hone their communication skills and handle objections effectively. Role-playing builds confidence and prepares your sales team to navigate challenging conversations with clients more smoothly.

Investing in sales training and team development will improve your bottom line and increase the confidence of your staff. By offering a supportive environment where learning is valued and skills are continually honed, you enhance productivity while also cultivating a motivated sales team that drives business growth.

Resource

• Sales Cold Call Script Template 
  To help your team refine their cold call approach.

Sales ethics and customer relations

Do you think sales is all about closing deals? It’s not. It’s also about integrity and building trust with your customers. So, adopting an ethical sales practice is essential.

Ethical sales means you’re not just in it for a quick buck. You care about creating value and solving your customers’ issues.

Why integrity matters in sales

Trust is the foundation of every successful business relationship. When you approach sales with honesty and transparency, you:

• Build loyalty: Customers are more likely to come back when they feel respected and valued.
• Enhance your reputation: Word travels fast. Ethical practices strengthen your brand’s credibility.
• Drive long-term success: A focus on genuine value leads to repeat business and positive referrals.

Balancing profit with genuine value

It’s possible to grow your business without compromising on values.  You just need to find the right balance.

Try these four tips:

1. Focus on solutions, not sales: Understand your customers’ needs and recommend solutions.
2. Avoid hidden fees: When it comes to pricing, don’t have a hidden agenda. Avoid misleading offers. Transparent pricing builds trust and reduces friction.
3. Prioritise your customers’ success too: Offer helpful resources, training, or follow-up support to ensure they get the most from their purchase.
4. Respect the “no”: Not every pitch will end in a sale – and that’s okay. Respecting a customer’s decision leaves the door open for future opportunities.

Customer-centric selling in action

Adopting a customer-first mindset means shifting your focus from selling to serving:

• Listen more than you speak: Understand what your customers truly need.
• Offer tailored solutions: Avoid a one-size-fits-all pitch. Personalise your approach.
• Stay honest about limitations: If your product isn’t the right fit, be honest – even if it means referring them elsewhere.

When you put integrity and genuine care at the heart of your sales process, you’ll not only win customers, but you’ll create lasting relationships that fuel business growth.

Sales for service-based vs. product-based businesses

Selling a service isn’t quite the same as selling a product. While both require a solid strategy, the way you build relationships and communicate value can be very different.

Here’s how to tailor your sales approach for each business type.

Service-based sales: Building trust and expertise

When selling a service, you’re often selling expertise, experience, and trust rather than a physical item. The focus is on long-term relationships and personal connection.

• Lead with relationships: Building rapport is key. People want to feel confident in your skills and reliability.
• Demonstrate expertise: Case studies, testimonials, and personal recommendations go a long way in establishing credibility.
• Emphasise results: Since services are intangible, highlight the outcomes and transformations you can deliver.
• Ongoing communication: Stay in touch with clients through follow-ups and check-ins to maintain long-term relationships.

Your value proposition: You deliver personalised attention, expertise, and tailored solutions for individual client needs.

Product-based sales: Highlighting features and benefits

Product sales often focus on the item, its features, its benefits, and how it solves a problem. Sounds straightforward enough, yet it still requires a strategy. Here’s how to make the sale:

• Begin with value: Explain how your product solves a problem or meets a need immediately.
• Use visuals and demos: Photos, videos, and demonstrations help customers visualise the product’s value.
• Simplify the buying process: Remove any barriers to purchase. Make it easy for customers to find, understand, and buy your product.
• Leverage repeat sales: Loyalty programs, discounts, and bundles can encourage repeat business, so why not consider rewarding your repeat customers?

Your value proposition: Your product provides quality, convenience, and immediate solutions to a customer’s need.

Key differences in sales approach:

	Service-based business	Product-based business
FOCUS	Trust, expertise, long-term results	Product features, benefits, price
SALES CYCLE	Longer, relationship-driven	Often shorter, transaction-focused
VALUE COMMUNICATION	Personalisation and customisation	Quality, convenience, problem-solving

 

The winning formula: Value and relationships

Whatever your business model, successful sales come down to:

• Understanding customer needs
• Clearly communicating value
• Building relationships

Remember to stay focused on solutions and value and you’ll find your customers will keep coming back for more.

Common sales mistakes and how to avoid them

When it comes to sales, even small errors can have a big impact on your bottom line. When you’re new to business there are a few common mistakes you’ll want to avoid:

1. Overselling the product or service

I don’t mean selling more stock than you have at hand. I mean, don’t oversell what you or your product can do. While it’s tempting to big-note everything, too much information or over-promising can backfire. Instead, focus on your customers’ needs and showcase how your solution addresses their specific problems. Highlighting key benefits will have more impact than a big sales pitch.

When you’re chatting with your (potential) customer, listen more than you talk. Understand their pain points first, then show how your product or service can solve those problems.

2. Failing to follow up

You’ve made a pitch, and now it’s time to wait … right? Wrong! Not following up after a meeting or conversation can result in lost opportunities. Customers might be interested, but they need reminders and clear next steps.

Set a schedule for follow-ups. Whether it’s a thank-you email, a follow-up call, or an offer to answer further questions, keeping the conversation going shows your commitment and can seal the deal.

3. Targeting the wrong audience
Selling to the wrong people is like shouting into the wind. If you’re not reaching the right audience, you’re wasting your time and resources. Understanding who your ideal customers are and tailoring your messaging to meet their needs is crucial.

Who is your ideal customer profile (ICP)? Focus your marketing efforts on that group. Research your audience’s pain points and motivations to ensure you’re targeting the right people with the right message.

So there you have it, our top advice for sale strategies to drive business growth as well as the mistakes to avoid. Now it’s time for you to put it into practice and kick off your sales journey. Good luck!