Once you understand your market and your objectives, you’re ready to develop strategies to accomplish those goals. And remember, sales strategies need to be measurable, so create a baseline for each. Then measure its success with common sales metrics such as:

• Closing rate
• Qualifying leads
• Conversion rate
• Appointment acceptance rate
• Number of referral customers

If you want to improve your sales performance this year, there are five strategies you should incorporate into your sales plan. Be sure to set a measurable metric for each so you can evaluate how it contributes to your overall success.

1) Humanize the Sales Touch with Asynchronous Video

How many emails do you send that never get opened? How many phone messages and texts do you send that go unanswered? If you’re like most salespeople, the answer is likely too many. It’s estimated that post-COVID, less than 24% of emails get opened.

Instead of sending words to read, consider attaching a 90-second video of you introducing yourself with a screenshot of the potential customer’s website or LinkedIn page in the background. Video helps to create a customer-centric approach while differentiating you from competitors who are still sending plain text emails that can be ignored or misinterpreted.

Here’s what asynchronous video, like Loom or Vidyard, can do for your sales.

• Establish a genuine human connection. Seeing your face and hearing your voice makes you more relatable and trustworthy.
• Support the entire sales cycle. Use video for everything from scheduling meetings and moving deals forward to demonstrating products, explaining proposals, and thanking clients after a sale.
• Improve prospecting. Video helps you stand out, build trust, and create interest or a sense of urgency.

2) Show You Have a Sales Purpose By Adding Value 

People hate to be sold to, but they love to buy. Do you know what your selling purpose is? For me, it’s helping people achieve the good feeling that comes from making a smart purchase. But before you can close a deal, you must build trust with the client. While your competition is handing out candy, donuts, pens, and notepads, you should do your homework and identify your client’s needs and pain points, then offer them solutions.

Here are ways to add value:

• Research your target industry. Learn everything you can about the industry your prospects are in.
• Take a 360-degree view of your prospects. Put yourself in their shoes to develop more personalized and relevant solutions.
• Create Value Add Handouts (VAH). These are materials you can provide that help prospects solve problems and build trust with their own clients.

3) Talk Less and Listen More

A good salesperson knows how to ask the right questions and listen intently to the answers. Unfortunately, many salespeople stop listening before the prospect is finished speaking, already formulating their response instead of truly hearing the customer's needs. When a prospect feels heard and understood, they are much more likely to trust the salesperson.

Here’s how you can become an active listener.

• Do your homework. Research your prospects and their industry to develop great questions.
• Ask open-ended questions. These should build a connection, create a sense of urgency, and clarify value.
• Listen to understand, not to respond. Focus on understanding the prospect’s needs and concerns.

4) Ask for Referrals

This is the most overlooked tool in a salesperson’s toolbox. Your clients trust you, and they’ve told you how great your service is. But after they compliment you, you fail to ask the simple question: “Who do you know that I should contact about my service?”

A good referral strategy is the key to tapping into a network of warm leads. Here are some ideas for how to ask for referrals.

• Use LinkedIn. Ask your client to introduce you to someone in their network through LinkedIn Messenger.                                
• Request an email or phone introduction. A direct introduction can open doors.
• Ask for a referral in person. If you’re at a networking event with your client, ask them to introduce you.

5) Focus on Your Client’s Experience

Sales is a numbers game—the more calls you make, the higher your chance of getting a sale. But you must slow down and remember that behind every sale is a person. The way you make your clients feel will directly impact your sales success.

To improve your clients’ experiences:

• Respond quickly and empathetically. Address questions and concerns in a timely and understanding manner.
• Exceed their expectations. Offer better service than they expected.
• Respect their time. Always have a clear purpose for your visits and call ahead.
• Follow through on promises. Always do what you say you are going to do.
• Say “Thank you” often. It’s simple, but it goes a long way in building strong relationships.

Now that you know five powerful strategies to improve your sales performance, the next step is clear: create your sales plan today and start putting it into action tomorrow. A successful sales professional is highly organized, focused on measurable metrics, and relentlessly committed to improving their performance.