“They could sell ice to an Eskimo” is a phrase most of us have heard at some point or another. In the world of sales targets, however, it takes on a whole new meaning. The idea that you could sell anything to anyone is the pinnacle of success, and today I’m going to teach you how to do exactly that! says sales expert Jonathan Pease founder of Winning the Room.

Unfortunately, the traditional tactics originally used to sell ice to the proverbial Eskimo fall short in today’s customer-savvy marketplace.

5 sure-fire sales techniques

1. Break the pattern

I often tell my students that the first rule of successful selling is to zig when they zag. Simply put, to engage and entice a customer, you need to break the pattern. If your pitch follows a predictable trajectory, your audience will quickly tune out. Instead, aim to deliver your message in a fresh and unexpected way.

One powerful method is storytelling. Craft narratives that captivate your audience’s imagination and offer a new perspective on your product or service. Take inspiration from your competitors but always aim to do something entirely different. It might be outside of your comfort zone, but it will create a memorable experience for your customers and a better outcome for your business.

2. Take a walk in their shoes

To truly connect with your customers, you must walk in their shoes. Conduct thorough research to uncover their motivations, desires, and pain points. Understand the ‘job to be done,’ as Clayton Christensen famously articulated. Ask probing questions and listen attentively to their responses.

By empathising with their needs and aspirations, you can tailor your message to address their unique concerns. Remember, empathy is the key to forging lasting relationships with your customers. When you understand them and know what it is they’re truly looking for, you can show them how your product or service can enrich their lives.

3. Punch them in the feels (symbolically, of course)

A compelling sales pitch strikes the perfect balance between emotion and reason. First, you need to appeal to your audience’s emotions by making your message relatable and impactful. Help them envision the positive outcomes of choosing your product or service. It’s also important to subtly highlight the consequences of not making a purchase, as this stirs up a sense of urgency that tells them without buying what you’re selling, they’ll be worse off.

With this in mind, you should also ensure your pitch remains grounded in logic by providing factual evidence and data. This is the stuff that really drives the message home because while feelings change, facts stay the same. Both of these areas are central to how we make decisions as humans, so by appealing to emotions and logic simultaneously, you can create a compelling pitch that drives the sale home.

4. Simplify the buying process

In today’s fast-paced world, simplicity is key. Customers are so busy nowadays – the last thing they want is to add yet another thing to their to-do list. This is why you need to make it effortless for your customers to buy your product or service.

Present information on the purchasing process in a clear, concise manner, making sure you eliminate any unnecessary complexities. Ask yourself, “Is there anything in this process that doesn’t need to be here? Is there anything I can do to make it more streamlined?” Customers don’t want to jump through hoops to spend their money, no matter how good what you’re selling may be.

You should also anticipate potential questions and objections and aim to smooth the transaction by rehearsing your responses. Most importantly, give your customers something tangible to say yes to. Provide compelling offers and incentives that make it irresistible for them to commit. Remember, simplicity is the ultimate sophistication in sales.

5. Buy it yourself first

Authenticity breeds trust. If you don’t believe in your product or service, neither will your customers. Before selling to others, become a believer yourself. Don’t just talk the talk; walk the walk too. A customer can always tell when a salesperson genuinely uses a product or service in their day-to-day life, or when they’re just telling you they do to make a quick sale.

This is why you should always experience your offering firsthand and internalise its value. Share your anecdotes and testimonials with the customer to demonstrate your genuine enthusiasm. Authenticity not only enhances your credibility but also fosters genuine connections with your audience, ultimately making the sales process smoother and more satisfying for you and the customer.

At the end of the day, mastering the art of selling requires more than just a polished pitch. By embracing these protocols, you can unlock the secrets to selling anything to anyone.