Sales techniques that work
Most small business owners don't think of themselves as salespeople, yet the business depends on it. Good selling isn't pushy. It's understanding what someone needs and showing them clearly how you can help. Here's a simple process you can use every time.
In short
- Selling is mostly listening. Ask good questions before you talk about what you offer.
- Present your offer in terms of the customer's problem and outcome, not your features.
- Treat objections as questions, and answer them honestly.
- Ask for the decision clearly, then follow up. Many sales happen on the second or third contact.
- Phone and door-to-door selling to consumers has strict rules on hours, cooling-off periods and the Do Not Call Register.
A simple sales process
Whether you’re quoting a job, meeting a client or talking to someone in your shop, the same steps apply:
- Prepare
- Ask and listen
- Present the solution
- Handle questions and objections
- Ask for the decision
- Follow up
1. Prepare
Before the conversation, find out what you can: what the customer does, what they’ve asked about, and how they found you. Know your prices, options, availability and the two or three things that make you different. Have examples, photos or reviews ready.
2. Ask and listen
The best salespeople talk less. Ask open questions and let the customer explain:
- “What made you look into this now?”
- “What would a great result look like for you?”
- “What have you tried already, and how did it go?”
- “Who else is involved in the decision?”
- “Do you have a timeframe or budget in mind?”
Listen for the problem behind the request. Someone asking for “a new website” might really need more enquiries. Repeat back what you heard: “So the main thing is getting more bookings from your local area, before the busy season.”
3. Present the solution
Connect what you offer directly to what they told you:
- Lead with the outcome (“more bookings before summer”), then explain how you’ll deliver it.
- Offer two or three options at different levels rather than one take-it-or-leave-it price.
- Use proof: a similar job, a review, a before-and-after.
- Be clear about what’s included and what isn’t, and about timeframes.
4. Handle objections honestly
An objection is usually a question in disguise. Listen fully, acknowledge it, then answer:
| Objection | What it often means | A helpful response |
|---|---|---|
| “It’s too expensive.” | “I’m not sure it’s worth it,” or a genuine budget limit | Clarify the value, or offer a smaller option or staged payments |
| “I need to think about it.” | Unanswered doubts, or someone else to consult | “Of course. Is there anything you’re unsure about that I can clear up now?” |
| “I’m getting other quotes.” | Comparing value and risk | Explain what’s included and why it matters; make your quote easy to compare |
| “Now isn’t a good time.” | Timing or priority | Agree on when to follow up |
Never pressure, invent deadlines or make claims you can’t back up. Misleading sales tactics breach the Australian Consumer Law, and pressure rarely builds a loyal customer anyway.
5. Ask for the decision
Many sales are lost simply because nobody asked. Be direct and friendly:
- “Would you like to go ahead with option two?”
- “Shall I book you in for Thursday?”
- “What would you need to see to feel comfortable going ahead?”
Then stop talking and let them answer.
6. Follow up
Most sales don’t happen on the first contact. Follow up quotes within a few days, then again a week or so later, adding something useful each time: an answer to a question, a relevant example, or a timing update. Keep track of every quote and enquiry in a simple CRM or spreadsheet. See Choosing a CRM system.
After the sale, check in to make sure they’re happy, ask for a review, and ask whether they know anyone else who might need your help.
Selling by phone or door to door
If you contact consumers by phone or at their door without them asking you to, extra rules apply. In summary, from the ACCC and ACMA:
- Calling hours for telemarketing: weekdays 9am–8pm and Saturdays 9am–5pm; no calls on Sundays or public holidays.
- The Do Not Call Register: you generally must not make telemarketing calls to numbers on the register, unless the person has consented.
- Unsolicited consumer agreements (sales you start by phone or at the door) come with extra obligations, including a cooling-off period during which the customer can cancel.
Check the ACCC and ACMA guidance before running any outbound phone or door-to-door campaign, or use a provider who knows the rules. See also Telesales, cold calling and call centres.