What do you do when the customers aren’t buying?

Let’s just say, “It’s time to level up.”

As I talk to other salespeople in different industries, one thing is becoming incredibly clear to me…

With high inflation sticking around for an extended period of time, uncertainty about where the economy is going, and a presidential election looming…

Buyers are not buying. They are waiting.

For salespeople, who typically get paid based on the volume of revenue they generate or the number of transactions they facilitate, this makes for a tough environment.

When selling is easy, everyone wants to be a salesperson. Ya know, get those big commission checks.

When the market shifts and you have to bust your ass to sell, no one wants to do that, and you see the lazy or unskilled salespeople quit.

The herd gets thinned by the market.

Secretly, I loved it when the market adjusted down…The business would consolidate to the best salespeople.

I’m not saying I wished for a recession, but the ups and downs in any industry can create a healthy cycle of growth and execution for professionals.

If you feel things tightening up in your industry, make the hard choice and lean into the opportunity for growth.

The question is, then…

How do you get better at sales?

Most salespeople start selling for businesses that don’t necessarily practice the best sales practices or have any professional training at all.

Here are 3 things you can do to improve your sales skills:

1. Read books on sales (and sales-adjacent topics)

2. Enroll in a sales class (online or in-person)

3. Hire a sales trainer

Read books on sales ($)

Easily the cheapest of the three options. You can get a lot of knowledge from reading a book.

It can be a mindset shift, you can learn closing tactics, you can learn more about how to use your commission checks. It all depends on the book you choose.

Granted… Most of these books are written by salespeople, so…be ready for a small to medium amount of selling language.

Closing - How to Master the Art of Selling - Tom Hopkins

Interpersonal Communication - How to Win Friends and Influence People - Dale Carnegie

How money works - Rich Dad, Poor Dad - Robert Kiyosaki

Timing - When - Daniel Pink

Leadership - Leaders Eat Last - Simon Sinek

Enroll in sales class ($$)

Want to learn? Go to class! Class looks a little different today than it did 15 years ago when I was in college. Anyone can be a teacher online, and there are plenty of options to choose from at many different price ranges.

Most of these classes are good. They are taught or produced by sales professionals with a history of selling. Make sure you do check out the teacher of the class before you buy to establish if they are qualified to teach you to sell.

Each is going to have good info. You’ll just have to identify what works for you from each one. Some selling styles are a bit too pushy for me, and I steer clear of sales trainers that have that style or vibe.

Each time you take a class, you are adding tools to your tool belt, and you are becoming a better salesperson.

Live classes will be the best, but they will also be the most expensive with both your time and monetary investment.

Some online classes are going to be cheaper than others. If it is inexpensive, the odds are it is a leader class to a much more expensive 1 on 1 coaching or sales training program. Know that going in if you’re spending less than $100 for something that promises to make you the best salesperson to ever live.

*Teaser - In October of this year, I will be releasing a Sales for Starters online course. It’s going to cover the absolute basics of sales and will be able to be completed in under an hour.

Hire a sales trainer (+)

1 on 1 coaching is always going to get you the fastest result. It is also going to be the most expensive. Some programs I know of start at $10k. Be ready to invest big in yourself. Depending on what you are selling, you can recoup the cost of an expensive sales trainer with the commission from one good sale.

I’m not going to say it’s a bad investment, but before you pull out your credit card, know the commitment you are about to make.

You’ve got to be all-in if you are about to drop big bucks on a trainer. Their program is going to demand it in order for you to see the results you need.

Which option is right for you?

That depends on your situation.

If your entry level, stick with books.

If you’ve been doing this a while and you’ve had moments of success like a big sale with a nice commission check attached, it might be time for a class.

If you’ve gotten a taste of the higher 5 or 6-figure bonus checks and it made you feel like you grabbed the third rail and lived to tell the tale…the only remaining path forward is through a pro.

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