Building Skills in Sales: What makes a customer say yes?

One of the biggest mysteries surrounding sales is what the ‘X’ factor is that leads to a customer saying yes

26th March 2015Leigh Ashton
skills in sales

One of the biggest mysteries surrounding sales is what the ‘X’ factor is that leads to a customer saying yes. I see this all the time – a sales offer being turned down and the seller then changing one component of the offer (such as price) and going back hoping for different results. Unfortunately most of the time it doesn’t work. Why?


How we decide

The biggest thing to understand around making a decision is that… it’s complicated. Usually, there’s not one reason alone that someone will end up buying a product, but rather a unique combination of a few winning factors played out in the correct sequence. Human minds go through a series of subconscious and conscious decision making methods until we reach a decision that we feel comfortable with. There are also a wide range of emotional triggers that play into the process, whether we know it or not.

And this might be a bit scary, but the biggest influence in making the buying decision comes down to whether they buy into you.


The big three influencers


Over the years I’ve employed lots of sales professionals and I’ve observed two approaches. The people that focus on perfecting the ‘old fashioned’ skills in sales get mixed results. But the people who focus on rapport building get outstanding results every time! That’s because when you are in rapport with your prospect your sensory acuity is increased and you will pick up subtle distinctions that may alter the way you use the technique with the person you are with. Rapport building is about getting them to buy into you… that subtle feeling of whether you ‘clicked’ with a person, or got a good vibe from them.

You can find out more about how to build rapport with a prospect in this blog post. 

Pain points

Finding out what the customer’s pain points are and then solving their problem can be a huge contributing factor to a successful sale. I don’t mean finding out that they are secretly afraid of balloons or spiders and then using it against them! The key here is to work out what aspect of their business or life is suffering and then helping them to understand how your product or service can solve that problem for them. These customers are heaven sent, because they are desperate for a solution to their suffering. If you’re it then congrats – you’ve made the sale.

Open Questions

Holding this all together is the ability to ask great questions. Closed questions are completely banned in the sales process. My belief is that they serve no purpose whatsoever. You won’t get any dialogue going with closed questions, and the language that people use are clues to finding out what’s going on inside them. They are your chance to learn more about how that person makes decisions.


Find out how to ask the right open questions in this blog post.

It’s your ability to combine these 3 factors in the right way that will lead to an increased success rate. Try layering each when you meet with your next potential customer. Oh and check out Sasudi’s in depth sales training courses too – these will equip you with all of the skills in sales you need.

If you’d like to find out more about when our sales training courses launch, leave your details in the form top right to be first to hear!


Until next time


Leigh x

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