41 Sales Techniques That Can Help Turn Leads Into Clients

By Indeed Editorial Team

Updated August 10, 2022

Published July 13, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

There are numerous sales techniques sales representatives use when contacting leads. Understanding different strategies and when best to use them can improve your chances of securing new clients. If you're interested in increasing your overall sales and creating more profit for your business, consider implementing a few new sales techniques when speaking with prospective leads. 

In this article, we discuss what a technique in sales is and explore 41 techniques you can use to make a sale.


18 sales techniques 

Here are 18 techniques to consider implementing when trying to make a sale:


1. Contact leads quickly

Consider contacting your leads quickly once they've made an inquiry about your products. They're typically more interested directly after they've inquired, and you may further convince them by contacting them immediately after you notice they've emailed or called the company. Try to answer all questions they have to make them feel more confident about your products or services, and schedule another follow-up call before the end of the conversation.


2. Call in the morning or afternoon

A prospect may be in a better mood to discuss a potential sale when they first get to work or before they leave in the afternoon. It can be a more convenient time for many leads, which may make them more willing to hear your sales pitch. Experiment with different times to determine which are the most effective for you.


3. Call prospects midweek

The best day of the week to call your leads varies by industry, but often midweek is an ideal time. Wednesdays and Thursdays can be a good time to call because many prospects are busier during the beginning of the week taking care of tasks they left before the weekend. Similarly, many prospects shift their focus toward the end of the week, so calling midweek and providing a solid pitch may increase your chances of moving them through the phases of the sales funnel.

Related: Persistence in Sales: Benefits and Tips for Success


4. Make positive remarks

When speaking with a lead, try to keep the conversation positive. If you begin with a general conversation, discuss something uplifting like an upcoming holiday or how you've been enjoying the weather recently. Something as simple as a positive statement can help your company appear more flattering to a lead.

Related: 8 Ways To Cultivate Accountability in Sales (Plus Tips)


5. Don't speak negatively about your competition

Some people may associate your product with any negative comments said about another company. Consider refraining from saying anything untoward regarding competitors. Instead, keep the conversation related to what your product can offer them and how it can solve any of their pain points.


6. Remember to use positive body language

When speaking with a prospect in person, it's important to be aware of the body language you're projecting. Effective nonverbal communication such as body language can have an impact on the customer's behavior. You can use a few positive gestures such as nodding as they speak and leaning toward them slightly during the conversation.

Related: How To Use and Understand Body Language


7. Use social selling

Social selling is a strategy where sales reps use social media as a channel to talk to consumers. You can answer questions, contact potential customers and share general content about your products. If social media is an outlet that your target audience frequently engages in, then social selling might be an ideal selling technique to attract more leads.

Read more: What Is Social Selling? (With Benefits and Best Practices)


8. Use the consultant, closer or expert approach to sales

There are various sales approaches you can use when trying to make a sale. The three that may be most effective are being a consultant, closer or expert. Closers can be great at closing sales because of their ability to have easygoing conversations with prospects. Consultants are typically good at listening to customers and getting them what they need. Experts are usually skilled in using most of the sales approach strategies. Consider researching the strategies and determining which one you think you might excel in the most.


9. Offer more than one option

Some customers appreciate it when you offer them more than one product option in a sales pitch. One option may make them feel limited, so offering two or more gives them the freedom to choose. They can feel confident in their decision knowing they have a few different products to consider and can choose the one that best fits their needs.

Related: 11 Tips for Creating Successful Sales Huddles (With Definition)


10. Mirror your buyers

When you mirror, or mimic, the gestures that prospects make during a sales meeting or networking event, it may unconsciously improve the image they have of you and your business. Consider mirroring the verbal and nonverbal behaviors of your customers, such as matching your speaking tone to theirs or crossing your legs if they've crossed theirs. It may boost their willingness to purchase products from your company.


11. Ask insightful questions

Before starting a sales pitch, get to know the prospect by asking open-ended questions that allow them to talk about themselves. This can create a more enjoyable sales experience for the lead and make them more comfortable with you before you pitch your products.

Related: 31 Sales Buzzwords for Pitches and How To Use Them


12. Conduct your research

Before contacting a lead for the first time, consider doing some research on the company and the person with whom you plan on speaking. Factors you may want to research include their position in the company, the products they may have an interest in and their social media accounts. Looking up this information can give you insight into their current pain points. You can then modify your sales pitch to include the best strategies to convince them of the benefits they can get from using your products.


13. Listen to their needs

Before you can create a sales pitch adapted specifically for a potential consumer, it's important to listen to what they need from your business. If you understand their challenges, you can more easily determine which products to suggest to them to solve their needs. When you first contact them, ask them open-ended questions about what products they're using and what you can do for them.

Read more: How To Understand Customer Needs in 4 Steps


14. Ask for referrals

A sales technique you might consider is asking your current customers for referrals. If they're satisfied with your products and customer service, they might be obliged to refer other businesses to your company. You can ask for referrals by contacting them over the phone, sending an email or offering an incentive to companies that refer your business to others.

Read more: How To Ask for Referrals


15. Tell the prospects a story

Sharing success stories about your product with customers can be a worthwhile selling technique. One way to do this is by sharing customer testimonials involving your product. You may also choose to tell prospective clients a story about how they might receive praise at work by purchasing your product because they’d be doing their own business a service by resolving a pain point.


16. Build trust with consumers

Building trust with current and prospective consumers can help build your business' network. Try to be as knowledgeable as possible regarding information about products, costs, and shipping time. Make efforts to contact them more than once and build trust by following through on any promises you make with them.

Related: What Is a Sales Champion? (And How To Become One)


17. Understand your market

It's important to understand all aspects of your target audience, such as what challenges they have, their preferences and how you can help them improve some aspects of their lives. Gaining insight into this knowledge can help you position your product in a way that resonates with them. You may also want to gather information as to the competitors that your target audience is interested in so you can compare your products and marketing strategies with theirs.


18. Target the right leads

Knowing what leads are more likely to result in a conversion can save you a lot of time and effort. Consider taking the time to identify your buyer persona and create your ideal customer profile. Targeting your efforts to the right audience may lead to a higher chance of closing the sale and having returning customers.

Related: 4 Steps To Build Your Buyer Persona


23 additional sales techniques

Following are 23 more techniques that you may find helpful to use when trying to close a sale:


  1. Point out potential pain points that your lead perhaps hasn’t considered and explain how your product or service may help address them.

  2. Provide your lead with realistic expectations of your product or service.

  3. Continue maintaining a relationship with a client even after you close a deal.

  4. When possible, quantify the lead’s pain points or how your product or service addresses those pain points, such as with case studies or test data.

  5. Call your leads from a local telephone number.

  6. Smile a lot when meeting a lead in person or over a video call.

  7. Prepare positive but reasonable responses to a lead’s potential objections.

  8. Offer a special promotion, such as a limited-time discount or upsell at no charge.

  9. Focus on using second-person language, rather than primarily using first-person language, to make sure that your pitch centers on your prospect’s experience.

  10. Try the SPIN selling technique, in which you focus on asking the buyer targeted questions about topics like their problems and needs, that can help them understand the value of your product or service.

  11. Collaborate continually with the marketing team to gain a better understanding of the audience qualities they target within their campaigns. This can help you determine how to best sell to different types of leads based on their traits or preferences.

  12. When selling to current clients, focus your pitch on how your product or service continues to be the best option for meeting their needs.

  13. Know when you’re selling to a group of stakeholders rather than just a single prospect, such as during a B2B sale, and customize your messaging to fit that group’s preferences and pain points.

  14. When useful for explaining complex concepts or products, use metaphorical language or visual representations like flowcharts. 

  15. Use CRM software to help you target various buyer personas and keep track of all interactions with various prospects.

  16. Create a basic script prior to a sales call or meeting, but think ahead of time about places where the conversation might go in another direction organically and how you can respond.

  17. Before entering a sales meeting or starting a pitch, take a few moments to mentally calm and focus yourself on the task ahead, such as by taking several deep breaths or reviewing your list of questions.

  18. Make efforts to end a meeting with a concrete action in place, such as by scheduling a follow-up meeting during your current conversation.

  19. Understand the signs that you may need to move on from trying to convert a particular prospect, such as if you realize that your offering may not entirely meet their needs.

  20. When possible, consider meeting your prospects for an in-person breakfast or lunch to help both of you feel more comfortable when conversing.

  21. Educate your lead ahead of time on the company you work for or your products or services, such as by sending them customer testimonials, blog posts or product demos.

  22. Continually analyze what sales techniques you're currently using that are successfully bringing in sales and which could benefit from an optimization.

  23. Collaborate with a colleague in sales meetings that bring unique challenges. Assign specific roles ahead of time, such as having one of you address the lead’s potential concerns and the other emphasize unique features. 

Nonverbal communication is one of many tools that can help you make a good impression in interviews and in your professional life. However, candidate assessments should be based on skills and qualifications, and workplaces should strive to be inclusive and understanding of individual differences in communication styles.


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