Anna Stella is a two-time national award-winning marketing expert, academic researcher, and CEO of the global marketing outsourcing agency BBSA. Anna has 20+ years of experience within the B2B, B2C, and non-profit industries. Clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, just to name a few.
It’s been said that if you’re not taking care of your customers, someone else will. Whether we like it or not, in today's energetic marketplace, we're all engaged in sales in one way or another. Irrespective of whether you’re marketing stoves, selling clothes, tech solutions or offering virtually any product or service, selling is a fundamental part of your role and as business owners, consultants, and salespeople alike, we share a common goal: to attract customers and make that sale.
For many of us, the notion of selling can be daunting, often perceived as manipulative or overly aggressive. It's time to shift this perception and embrace a positive sales mindset. This begins with self-reflection. Do you dread "asking" for a sale? Feel uncomfortable with the process itself? Or do you see sales as an opportunity to make a meaningful impact?
Reframing sales as a process of connection and collaboration with customers is essential. Selling is not about exerting pressure but about understanding the needs of stakeholders and meeting those needs with integrity.
5 essential tips to help you excel in sales
1. Believe in your product
Successful sales start with a genuine belief in your product. Authenticity is palpable; customers can sense when you are truly passionate about what you’re offering. When you believe in the value of your product, you’re not just selling; you’re offering a service that meets a need. Shift your mindset from "convincing" to "informing" and trust that your product has its place in the market.
2. View sales as a service
To excel in sales, view it as a service rather than a transaction. This mindset shift requires a deep understanding of your product and its value to your customers. Know your product thoroughly and understand the specific needs of your target audience. When you approach sales as a way to serve and provide value, you build trust and establish long-term relationships. This service-oriented mindset is the cornerstone of sustainable sales success.
3. Embrace authentic interactions
The foundation of effective sales is authenticity. Approach each interaction with curiosity and a genuine desire to help. Actively listen to your clients, understand their challenges, and offer solutions that truly address their needs. Each customer interaction is an opportunity to learn and improve. Embracing authentic interactions not only enhances your sales performance but also contributes to personal and professional growth. As Katherin Barchetti famously said: “Make a customer, not a sale.”
4. Develop a positive sales mindset
Let’s face it: not everyone is a natural-born salesperson, and that’s perfectly fine. Top sales professionals are often made through training and experience. Developing a positive sales mindset involves understanding that sales skills can be learned and perfected. Focus on building relationships and maximizing your unique strengths, whether it’s your technical expertise or your ability to connect with people. A positive mindset, combined with continuous learning, will set you on the path to success.
5. Leverage your strengths
Building a successful sales career involves leveraging your inherent strengths. If you excel at building relationships, focus on creating meaningful connections with your clients. If you have a technical background, emphasize the technical benefits of your product. By aligning your sales approach with your strengths, you create a more authentic and effective sales process.
Understanding and capitalizing on what you do best will make you a more compelling and trustworthy salesperson.
Anna Stella, Marketing Expert, Founder
Anna Stella is an award-winning marketing expert, academic researcher, and founder of the global marketing outsourcing agency BBSA. She is also the president of the BASA Awards and host of the hit YouTube show “The Best of Business Show.” Anna has more than 20 years experience in the B2B, B2C, and non-profit industries. Notable clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, to name a few.
Anna holds an MBA in Marketing from Henley Business School, a Master’s Degree (MA) in Strategic Marketing Management from Kingston University, and a BA (Hons) in Marketing and Communications from Nottingham Trent University. She is currently completing a Doctorate in Marketing Outsourcing at Strathclyde University and is due to publish her first book in 2025.
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