Some salespeople are so incredibly effective, they’ve mastered how to sell anything to anyone.
You know exactly who I’m talking about—those sales superstars who can “sell ice to an Eskimo.”
You’ve heard of these sales unicorns before. Maybe you’ve even met one or two. And maybe you’ve secretly hoped to hear someone say this about you.
But in a world where, according to a study by leading sales researcher Steve W. Martin, buyers rate two-thirds of B2B salespeople as being average or poor, where do you actually fit in?
Are you even close to being a sales superstar who knows how to sell anything to anyone? Or are you just trucking along, like almost every other salesperson out there?
I’m here to tell you that you can change your reality in sales.
In fact, the video and article below will show you the key to doing just that.
As it turns out, there’s one sales secret that can help you become that salesperson who knows how to sell anything to anyone.
And I can guarantee it’s not what you think.
In this video, I’ll walk you through the #1 sales secret to close more sales as a direct result of learning how to sell anyone to anyone. It’s the very same secret that top-performing sales superstars across industries know:
The Surprising Answer to How to Sell Anything to Anyone
Before I let you in on this secret, I want to make something clear: I’m not trying to perform reverse-psychology on you, and I’m not giving you a trick answer.
The fact of the matter is, the secret to mastering how to sell anything to anyone might sound a bit strange to you at first.
But here it is: Stop trying to sell anything to anyone.
Again, stick with me.
I know this might sound like a cop-out answer. But it’s actually the one selling rule that can transform your life as a salesperson.
The vast majority of salespeople in today’s market are trying to close sales that just don’t make any sense. If you’re willing to pitch your product or service to anyone with a pulse, you’ll never crush your sales goals.
Instead, follow these 3 simple steps to help you stop trying to sell anything to anyone—so you can actually learn how to sell anything to anyone who’s a good fit for what you sell.
And while you’re at it, get ready to dramatically improve your close rate.
Only sell to prospects who actually need AND want what you have to offer.
Think this point is obvious? Not so fast.
One of the most common pitfalls faced by salespeople today is that they try to close the wrong prospects. This happens when every selling situation is viewed as an opportunity to pitch your offering.
In reality, every selling situation should be viewed as an opportunity to disqualify the prospect.
You read that right.
Instead of looking at every selling situation as an opportunity to pitch your offering, focus on determining whether a prospect is even a fit for what you’re trying to sell.
By doing this up front, you’ll ultimately find it much easier to close the customers who actually need and want your product or service.
Being selective in this way not only saves you time, but it also makes you more attractive to your ideal prospects.
Why? Because you’ll never come across as desperate for a sale—instead, you’ll come across as the expert at what you sell.
This is a critical first step to learning how to sell anything to anyone who’s a good fit for what you sell.
If you really want to close more sales than ever before, you simply can’t skip over this strategy.
Seek out prospects facing the challenges you can solve.
Do you know what challenges your product or service can solve?
Be careful as you answer this question. Your answer shouldn’t refer to the features or benefits you typically pitch.
Instead, you should be referring to the challenges your customers are currently overcoming because they invested in your solution. It’s all about really understanding your clients.
If you’re not sure of the answer right away, try asking your clients or others in your company for their input.
Neglecting to discover the challenges faced by their ideal customers is one of the essential selling principles most salespeople get wrong.
Don’t make this mistake.
Once you clarify what those key challenges are, seek out prospects who face the same problems. Then sell to them.
When you already know that your prospects’ deepest frustrations can be solved by your product or service, it’s much easier to close the sale.
Be willing to disqualify.
As I mentioned earlier, you need to start viewing every selling situation as an opportunity to disqualify prospects.
But in order to do that, you must first be willing disqualify.
This is one of the most crucial elements to learning how to sell anything to anyone in your space.
It may sound contrary to what you’ve heard from sales trainers in your industry, but spending time on prospects who will never buy from you is a massive waste of your time and energy.
Just put yourself in the shoes of a prospect who has no interest in what you sell.
Do you have any intention of buying, if you truly have no need for what’s being sold to you? Of course not.
You might string the salesperson along out of politeness or mild interest, but ultimately you’d be wasting their time. And you know it.
This is exactly what’s happening to you.
Instead, start every conversation with a prospect with the goal of disqualifying. If a prospect doesn’t have the problems you solve, isn’t committed to solving their challenges, or simply doesn’t have the budget to do so, be willing to let go and move on to someone who is truly ready to invest in your solution.
The importance of disqualifying leads can’t be overstated. So, be willing to disqualify.
Disqualify early and disqualify often, and you’ll soon find yourself in that elusive category of sales superstars.
Spend the vast majority of your time with qualified prospects to learn how to sell anything to anyone.
The best way to learn is to throw yourself right in the thick of the action.
That’s why spending the vast majority of your time with qualified prospects is the final key to learning how to sell anything to anyone.
Here’s why: Sales superstars don’t actually know how to sell anything to anyone. We’ve established that in this article already.
They don’t try to sell ice to Eskimos. They sell ice to people who actually need it.
For the purposes of your own selling strategy, the people who actually need what you sell are known as your ideal customers.
The more time you spend with qualified prospects, the better you’ll understand the key challenges and objectives of your ideal clients.
At the same time, you’ll be jumping head-first into the single most important aspect of how to sell anything to anyone who’s a good fit: your pool of qualified prospects.
Again, prospects who are a bad fit are a waste of your valuable time. Know when to walk away from unqualified prospects.
Focus instead on spending the vast majority of your time with prospects who can overcome their most pressing challenges with your solution.
The days of asking yourself, “What does it take to learn how to sell anything to anyone?” are over.
As you’ve seen right here in this article, there’s no need for super-ninja selling tricks to become a sales superstar.
In fact, the one simple secret I’ve shared with you—that it’s time to stop trying to sell anything to anyone—is the surprising key to enabling you to actually sell your product or service to everyone who needs it.
If you can commit to only selling to people who want AND need what you sell, you’ve already taken the first step to closing far more sales than ever before.
By seeking out prospects who face the challenges you can solve, you’ll dramatically increase your chances of closing the sale. This is why it’s so fundamentally important to understand your ideal customers.
Make sure you’re willing to disqualify any and all prospects who simply don’t fit the bill. For whatever reason, these prospects just aren’t going to buy from you—and you need to walk away.
Lastly, jealously guard your time. Spend the vast majority of your time with qualified prospects, getting to know them, understanding their needs, and building personal connections with them.
This is the final element that will help you secure the knowledge of how to sell anything to anyone who’s a good fit for what you sell.
Now, I want to hear from you in the comments right there below. Which part of this selling secret did you find the most helpful?
Share your ideas and I’ll be sure to respond.
Tell me your thoughts on this transformative selling strategy in the comments below.
For more powerful sales advice to help you sell anything to anyone in your space, check out my free Special Report on the 3 Closing Question You MUST Ask.
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Why Prospects Push Back on Price, Give 'Think-It-Overs,' and Ghost in Sales Until They Meet a Sales Superstar Who Is Following These 7 Simple Keys
About the Author Marc Wayshak
Marc is is the best-selling author of three books on sales and leadership, including the highly acclaimed titles Game Plan Selling, The High-Velocity Sales Organization and his forthcoming book, Sales Conversations, Mastered.
Marc is a contributor to Inc, HubSpot, Fast Company, Entrepreneur Magazine, and Huffington Post Business. He also hosts a popular YouTube channel on sales strategy with over 103,000 subscribers.
Marc helps thousands of people his data-driven, science-based approach to selling that utilizes all the best tools available to sales organizations today.