Frequently I hear questions of, “How can I get the sale without being overly aggressive”? If you believe being pushy or aggressive is required, stop to read now: Sales techniques focused on building relationships first will remove the pain of having to ask your potential client for the sale. It is the relaxed conversation that sells.

Selling is nothing more than problem solving. Purchases are made upon needs, wants, and deep rooted desires. Speaking to these will enhance your ability to sell without appearing aggressive.

Sales techniques used properly will support your case. To begin, your odds for any request are 50/50 with the answer either being “Yes” or “No”. Using the following suggestions, you will decrease the less desirable result and increase the favorable odds for getting to Yes!

Avoiding the negative on your end is paramount when making a request. This includes making a demand, sounding negative, or becoming confrontational. Instead, proceed with a smile on your face and in your heart. Think ahead of what you wish to convey when you are to finally make your request.

First find quiet time to review previous experiences where you took on challenges to provide a solution, and one where your solution was met with great enthusiasm. Prior to making the next opportunity, review current circumstances leading up to the reasoning for your believing you deserve action on your behalf.

One of the best techniques found in successful selling is to be a storyteller. In the telling of your story, model your being a problem solver by conveying how you previously overcame difficulty to rise to an excellent outcome. Stories are best kept to 1-2 minutes.

Practice makes perfect. Stand in front of a mirror as you tell your story to your reflection in order to improve your delivery. Check for a smile on your face, erect posture and that you look and sound confident. Be careful to NOT attempt to memorize as memorization will detract from the natural state of storytelling. Your delivery should look unrehearsed. After all, you will be having a conversation about the matter so the story will need to be conversational too.

Your next step is to create a list of current problems and a list of benefits that will come about by granting your request. Ask yourself, will the problem versus the solution become reason enough to provide you with a granted request or sale?

Finding commonality is key too. It is a known fact people buy from people they know, like and trust. Common experiences help to build trust.

Toward the end of the conversation, you will be in a position to bridge their information to your request or the sale. Bridging refers to making the connection between their terms with what you are after. As you present your information, do so as it relates to the needs, wants and deep down desires that were just conveyed to you.

To the other party, it appears as if you are a mind reader and that you are on the same page. Your willingness to take the time to understand their situation first to provide a solution is usually met with great appreciation. This conversational approach distinguishes you from everyone else serving to build your personal brand. You now have a much greater likelihood of being told “Yes” and enjoying the Smooth Sale!


Elinor Stutz, CEO of Smooth Sale, LLC authored the International Best-Selling book, “Nice Girls DO Get the Sale: Relationship Building That Gets Results”, Sourcebooks and the best selling career book, “HIRED! How to Use Sales Techniques to Sell Yourself On Interviews”, Career Press. She provides team sales training, private coaching and highly acclaimed inspirational keynotes for conferences. Elinor is available upon request for consultation.