Starting or looking to further a career in sales? Bobby Wilkinson, one of the leading car salespeople in Ottawa, is going to share some must-know insights.

A career in sales can be hard but rewarding. Often, your income and any potential promotions are determined by how much you can sell. With the right strategies and methods, you may be able to dramatically increase how much you sell. Bobby Wilkinson, who is a leading salesperson in Ottawa, is going to offer some advice.

“Sales is a pretty hard career, to be honest, and you have to approach it with the right mindset,” Bobby Wilkinson argues. “That said, I think nearly anyone can enjoy a great career in sales if they adopt the right approach. The first step is to recognize that selling is a process.”

When it comes to sales, getting the customer to sign on the dotted line is only one step in a long process. It’s also rarely the first or the last step. That said, for salespeople, locking up the sale is often the most important step.

When customers buy a product, it’s usually the result of a customer journey. The customer identifies what they need, whether it’s a new washing machine or vehicle. They then do research, compare different products, and finally decide which one is right for them.

“Salespeople need to be aware where the customer is in their journey,” Bobby Wilkinson says. “People looking for a new car in Ottawa often spend a lot of time doing research. Which type of vehicle is right? An SUV, car, or whatever else? Once the class of vehicle is narrowed down, then customers will decide which specific model is right for them.”

How do customers decide which product is right? Each customer will have different preferences and restraints. The research process will be different too. Some customers may rely more on salespeople, others may do more research online.

If the salesperson can identify where the customer is in their journey, and also which factors are important to them, say price, safety, or performance, the seller can identify products likely to suit their needs. Offering the right product to the right customer is important.

Bobby Wilkinson of Ottawa Talks About the Enlightened Customer

Some salespeople try to pressure people into buying a product, caring less about the individual’s needs and more about the sale itself. Bobby Wilkinson believes this is a mistake, especially in an era of customer enlightenment where potential buyers have access to a lot of information.

“I often think of my customers as enlightened,” Bobby Wilkinson says. “The average resident in Ottawa has a lot of information at their fingertips. With cars, this includes the average selling prices for a vehicle, performance and safety data, and much more. By respecting how much information is available, I treat my customers with respect and can cultivate a relationship.”

In other words, don’t waste your time trying to pull a fast one or pressuring someone into a quick sale. Slow down, identify their needs, and respectfully offer solutions.