Want to know a secret? Even if your product is amazing, it won’t sell itself.
That’s why you need to know the best sales techniques. Whether it’s cold calling, upselling, or social selling, learning how to connect, persuade, and close deals faster is what truly grows your revenue.
This blog gives you 14 proven sales techniques (like SPIN selling, negotiation, sales promotions, and follow-ups) so you can sell smarter, close more deals, and build stronger customer relationships, all tailored for small and medium business owners.
You might think, “I’ve hired salespeople, why do I need to learn sales techniques myself?”
Here’s why…
Buyers trust owners more than any sales rep. Your words can make or break a deal.
When you understand selling, you can spot gaps in your team’s approach and fix them.
You’ll guide them with real knowledge, not just theory.
Good sales skills help you justify your prices and protect your margins.
When you tackle objections well and close deals effectively, it puts your business ahead of your competitors.
Before you pitch anything, ask yourself…
“What problem does this solve for my customer?”
That’s the heart of selling…
Ask questions…
Listen more than you speak.
Often, buyers reveal their biggest problems if you just let them talk.
Map your product to their pain.
If you sell packaging, highlight how your quality avoids returns. If you offer IT services, stress is reduced downtime.
Here are the most effective sales methods and techniques that will help you close more deals. I’ll break down each one, explaining what it is, why it’s essential, and how you can apply it.
Let’s get started without any delay.
Instead of rushing to sell, you first act like an advisor. You focus on understanding the customer’s needs, challenges, and goals, then show them exactly how your product solves those.
Why does it work?
Customers trust you more when they feel you care about their problem, not just your sale.
How to apply it right now?
Before your next meeting, jot down 5 smart questions like:
In your meeting, listen 70%, talk only 30%. Summarise their key pain points in their own words. Then show precisely how you solve them.
A structured way to have meaningful sales conversations, so customers realise the true impact of their problems and see the value of your solution.
Why does it work?
Customers often don’t see how big their problems are until you help them connect the dots.
How to apply it right now?
Write 1-2 questions under each SPIN letter for your product. For example:
Practice with your team. Role-play until it feels natural.
Suggesting additional products or services that either upgrade what they’re buying (upsell) or complement it (cross-sell).
Why does it work?
It increases each order value and also gives customers a better, more complete solution.
How to apply it right now?
Look at your top 5 products/services. Write down…
Train your staff to say:
“Most of our customers who buy this also add on ____ because it saves them ____.”
Showing the extras your business provides that competitors might not, such as after-sales service, training, or an extra warranty, so customers see more value.
Why does it work?
Customers compare on price by default. When you highlight your added value, it makes your offer stand out even at a higher price.
How to apply it right now?
List 3 extra things you already do (or can easily start), like faster delivery, custom packing, or a quick support hotline.
Next time, tell a prospect:
“Unlike others, we also include ___ at no extra cost. That way you won’t have to worry about ____.”
Reaching out to potential customers who haven’t heard of you yet, via phone or email, to introduce your product and spark interest.
Why does it work?
If done right, it builds a direct line to prospects who might otherwise never discover you. Especially powerful for B2B.
How to apply it right now?
Make a small prospect list (just 20 companies).
Prepare a simple script:
“Hi, I’m [name] from [business]. We help [type of clients] reduce [problem] by [solution]. Curious if this is something you’d like to explore?”
For emails, keep it 4 lines:
Don’t give up after one try. Follow up 2-3 times. Most deals close after multiple touches.
Using social platforms (LinkedIn, Instagram, Facebook) to build relationships, share expertise, and attract prospects, instead of hard-pitching.
Why does it work?
People buy from businesses they trust. By being visible online, answering questions, and sharing helpful posts, you become the obvious choice.
How to apply it right now?
Running short-term offers or creative deals to encourage immediate buying, like discounts, freebies, contests, or bundled packages.
Why does it work?
Creates urgency and gives fence-sitters a reason to act now.
How to apply it right now?
Using smart strategies to close deals on terms that benefit both you and your customer, protecting your margins while meeting their needs.
Why does it work?
Almost every deal needs some give-and-take. Being prepared stops you from caving on price or losing the deal.
How to apply it right now?
Before any big negotiation, write your floor (lowest acceptable offer) and preferred terms.
Use questions like:
Always trade, never just give. If they want a lower price, offer it with a smaller order quantity or slightly extended delivery.
Helping customers work through their doubts (price, timing, or trust) so you keep the sale moving forward.
Why does it work?
Most prospects won’t say “yes” immediately. Addressing concerns builds confidence and clears the path to close.
How to apply it right now?
List the top 5 objections you usually hear.
Prepare calm, helpful responses. Example:
Customer: “It seems expensive.”
You: “That’s because it’s built to last 3 times longer, saving you replacement costs.”
Never argue. Instead, show them why it’s still worth it.
Using direct but friendly ways to move from talking to actually sealing the deal.
Why does it work?
Without asking for the sale, many conversations just drag on forever.
How to apply it right now?
Try simple closes like:
Give small choices:
Sharing real customer stories or case studies instead of just listing product features.
Why does it work?
Stories make people imagine how your product helps them. Facts alone rarely do.
How to apply it right now?
Have 2-3 short stories ready, like: “A customer just like you switched to us and saved 20% on maintenance in 6 months.”
Use pictures or a simple before/after example if you can.
Meeting customers face-to-face (or via video calls) to demo products, answer questions, and build personal trust.
Why does it work?
Especially in India, people often buy from those they know and feel comfortable with.
How to apply it right now?
Keep samples or demo videos ready on your phone.
Schedule short meetings, even at their location. Builds stronger relationships than emails alone.
Staying in touch after the first quote or even after the first sale, not just chasing new customers all the time.
Why does it work?
It’s cheaper and easier to sell to someone who already knows you. Repeat customers also refer new ones.
How to apply it right now?
Call or WhatsApp customers 30 days after delivery: “Just checking if everything’s working well.”
On festivals or birthdays, send a simple greeting. Keeps you top of mind.\
Combining loyalty offers, contests, freebies or festive combos to keep things exciting.
Why does it work?
Breaks monotony and gives buyers reasons to come back or buy more.
How to apply it right now?
Try “refer a friend and get ₹500 off your next purchase” or “combo packs at festival time.”
Announce via WhatsApp broadcast, posters in store, or a small SMS campaign.
Need help in implementing these techniques for your business? Get guidance from Rajiv Talreja, India’s MSME Business Coach… Attend his 3-day in-person Business P.A.C.E. Program!
Here’s the truth… You don’t need to master all 14 sales techniques at once.
Select 2 or 3 options that best fit your business, try them this month, and observe how customers respond.
The most significant growth comes not just from selling harder, but selling smarter.
Understanding pain points, following up sincerely, telling stories, and closing with confidence… these are the real secrets of closing the sale.
So go ahead. Practice, tweak, involve your team, and build your own unique style.
Check out our blog page for more practical tips and strategies for your business!
None can destroy iron, but its own rust can! Likewise, none can destroy a person, but their own mindset can.
Former chairperson of the Tata Group
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