Expert sales tips & tricks: insights from successful professionals

Business Sales is a dynamic and challenging field, and who better to learn from than those who’ve mastered the craft?

We spoke with seasoned sales experts in our Mid-Market Business Sales organization to share their top tips for success. And with millions of dollars in profitable transactions under their belt, they are a wealth of practical advice.

Making the First Connection

Cold calling often stands as one of the toughest parts in any sales role. For Tyandra Bryden, Specialist Sales Executive Mobility, it’s all about managing the energy of the call, “Your energy and positivity can make a big difference in how you are perceived.”

The most challenging part for many is dealing with the pushback (and sometimes negative reception) from potential clients. Her best suggestion?  Avoid calling to “sell” right from the start. “My first call is to introduce myself and be a resource. This is key to get past that initial hesitation,” Tyandra shares.

Other sellers find actually getting in touch with someone to be the hardest part of the process. Reagan Byers, Specialist Sales Executive Fiber, explains, “I find that once I actually get connected to a real person, the actual conversation of a cold call isn’t as scary as many may think.”

Her strategy for making sure she gets through: persistence. If there’s no answer, try an email. Beyond that, she sees AT&T’s business model as a great way to a successful call. “I like to ask them who their current provider is and if they have a direct contact there. I’ve found that a lot of the time potential customers don’t have a direct point of contact and that’s where I can value prop and let them know that I can be their direct contact. What differentiates us is that we have an entire organization responsible for supporting our business customers.”

Building a Robust Sales Pipeline

Getting through the front door is just the first step to building relationships and establishing a healthy sales pipeline. You also need to do your homework and make the most of your resources.

Reagan knows this part well. She considers everyone a potential prospect and likes to target by specific industries and sectors, using tools like Salesforce to pull prospect lists and Outreach to maintain contact.

Growing up in a family of lawyers, Reagan especially likes to target law offices. With a unique understanding of what legal professionals need, she uses this to her advantage to get through the door. “I like to make sure that they have enough bandwidth for those Zoom trials and meetings. It’s not a great look when you get booted out of a courtroom because you don’t have a strong internet connection.”

Tyandra maps out her prospecting a bit differently. Dedicating two days a week in the field, she embraces a little spontaneity. Exploring new areas and simply popping in and out of various businesses, she takes every advantage to make new connections. “In this role, you’re very independent and by yourself a lot. It’s good to stay engaged,” she notes.

Setting the Stage

Preparation for sales meetings can make or break a deal. Your goal is to show customers how you can alleviate their pain points. Researching and knowing what those are and how to present solutions is key.

Reagan tells us her favorite way to start is simply do a search of the business to make sure you’re offering relevant services and solutions. “I always like to do an internet search to understand what they do before starting to pitch services to them. It helps tailor my approach based on their specific need.” she adds.

Ahead of any meeting, Reagan makes it a point to send an introduction email with an agenda both parties know what to expect when they meet in person. She also checks for existing services and potential promotions.

Another helpful trick is having a flexible gameplan. For Tyandra, focusing on the ways all clients are similar and what makes you unique can lead to success.

Tyandra explains, “I like to keep it to one script, regardless of the client. My goal is to decrease expenses for your company. My goal is to give you a direct resource. It’s really about selling yourself. You don’t get a “me” at other places.”

Building Rapport: Establishing Trust Quickly

Building rapport with potential clients is also essential for long-term success. If you view your initial product as yourself, like Tyandra does, forming a strong relationship can help build a lasting business partnership. “One way I like to build a relationship is to let the client speak,” she says. “Sometimes, sellers don’t allow clients to have the floor. So, I’m big on that. Hearing your client out would be number one. Second, don’t make excuses, offer solutions. Those are my two biggest pieces of advice.”

Reagan believes in offering thorough support to customers, addressing all their needs. Where it’s a complex inquiry or a simple billing question, she is always ready to help. “This builds trust and makes them more likely to use you for setting up new services.” She includes that she also tries to meet them in person whenever possible, putting a face to the name.

Finding Solutions and Keeping the Conversation Moving

Facing rejection is a natural part of the sales process. As sellers, our teams are trained to recognize these concerns and demonstrate how our products and solutions benefit the customer.

Tyandra starts by explaining the competitive pricing and benefits of our services. She keeps the conversation moving by tackling one issue at a time, “It’s important to address concerns and show the long-term value of our services.”

Like many, Reagan frequently deals with concerns on cost. Her job is to make sure the customer understands the reasons behind their pricing and to see the value it brings. For customers already under contract, she will check to see if there are any buyout promotions available to help overcome objections.

Words of Wisdom: Achieving Long-Term Success

Sales skills aside, we asked our sellers if they had any final tips.

Reagan added the importance of building connections with technicians and other departments, pointing out how it’s become an important network of referrals from other employees she’s gotten to know.

“Networking with other departments can really help you,” she says. “I’m good friends with the techs that do Fiber installs. Engineers who are actually installing the Fiber reach out to me about their projects. Figuring out how to benefit both parties has been crucial to my success.”

Tyandra encourages sales professionals to understand what the client needs and be there to support those needs.  “Be a consistent resource and maintain a friendly demeanor. You have to come in and you have to do it your way. Be authentic and strive to get just 1% better each day.”

Working in sales means you are always learning and adapting. But don’t worry – following even just a few of these tips and tricks from our sales pros can help you excel.

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