As a salesperson, you are probably looking for new techniques to help you close more sales.

Indeed, sales is a methodical science that is mastered over the long run. There are many techniques that will help you better manage your sales calls and improve your conversion rate.

What are sales techniques? Why should you apply them? And what are the different techniques that exist?

In this blog post, we will review the different sales techniques that can be used to help you get more new customers.

What are sales techniques?

A sales technique is a strategy or approach that salespeople use to influence potential customers during the whole sales process. It is a set of practices designed to sell a product or service more effectively.

There are as many sales techniques as there are situations… that is to say an infinite number.

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However, most sales techniques can be categorized according to the different stages of a sales process, which are:

  1. the approach phase
  2. the discovery of needs
  3. the sales pitch
  4. the response to objections
  5. the closing

Sales techniques also refer to sales channels you’re using to lead your strategy. For example, sales calling is one of the most used channels that regroup a lot of techniques.

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Why should you use a sales technique?

As mentioned above, the main objective of using sales techniques is to increase your closing rate. Meaning that you will be able to generate more revenue for your company.

As with any profession, the effectiveness ofthe right sales profile hinges on multiple factors:

  • Experience
  • Personality
  • Knowledge

‘Technique’ belongs to this last category of skills. Indeed, if a good salesperson has an innate disposition for sales, learning sales techniques will allow them to gain even more in their performance as a sales rep.

Moreover, by using techniques during your interactions with customers, you can establish a relationship of trust with prospects. This will encourage them to do business with you in the future and eventually generate upsells or cross-sells!

But there are many more benefits in using proven-to-work sales techniques in your process:

  1. Understanding the Buyer: Proper sales techniques ensure that you delve deep into the buyer’s mindset. This way, you’re not just having a conversation; you’re engaging in a dialogue that resonates with the buyer’s needs and desires.
  2. Data-Driven Decisions: With the right techniques, your team can gather invaluable data on customer behavior, preferences, and pain points. This information can guide your sales approach, ensuring that decisions are based on concrete information rather than mere hunches.
  3. Consistency Across the Team: By standardizing a sales technique, you ensure that everyone on your team is on the same page. This means a consistent experience for prospects no matter who they talk to, building trust and streamlining the sales process.
  4. Keep Up with Changing Dynamics: The world of sales is ever-evolving. Regularly revisiting and updating your sales techniques in light of new data and market trends ensures that you always remain ahead of the curve.

Using a sales technique is not just about making a sale – it’s about building lasting relationships, making informed decisions, and ensuring that your team is always prepared to engage effectively with potential clients. It’s the compass that guides you through your B2B interactions, helping you keep course and reach your destination successfully.

What are the different techniques that exist?

There are many types of sales techniques you can use, but here are 20 of the most effective:

Method 1: The elevator pitch technique

The elevator pitch is a classic sales technique that allows you to present your offer in a very concise way, usually in about 30 seconds to a minute. You can use it either for cold calling or hot calling.

It is the ideal tool to make an impression on potential customers and get them interested in what you have to say.

To make an effective elevator pitch, you need to focus on three things

  • Who are you?
  • What do you do?
  • What can you do for your prospect?

By keeping these three points in mind, you will be able to deliver a clear and concise message that will resonate with your audience.

Method 2: The Problem/Solution technique

The problem/solution technique is a very popular cold calling technique, especially in lead marketing, that allows you to identify your customers’ needs and offer them a solution that meets their expectations.

To use this technique, simply ask your prospects through a discovery call what their main challenges are. Once you have identified their pain points, offer them a solution that will help them solve their problem.

This technique is particularly effective because it allows you to demonstrate that you understand the customer’s situation and that you have the solution(s) to meet their needs.

Method 3: The Before & After technique

The before-and-after technique is another way to highlight the value of your product or service.

To use this technique, simply describe to your prospect what their product or service does for them and then show them what their life would be like without it.

This technique will allow you to demonstrate the value of your offer in a very concrete way.

Method 4: The testimonial technique

The testimonial technique consists of using testimonials from other satisfied customers to increase your credibility and build trust with your leads.

To use this technique, simply collect testimonials from your satisfied customers and use them in your sales pitch. You can also include them on your website or social media channels.

A very popular LinkedIn strategy for instance consists of collecting client testimonials and featuring them in a post on your page.

This type of content tends to generate a lot of trust, as it shows that other customers have had success with your products or services.

Method 5: The authority technique

The authority technique is all about positioning yourself as an expert in your field in order to gain the trust of your prospects.

To use this technique, simply show your prospects that you have the expertise and knowledge to help them solve their problems. You can do this by sharing relevant blog posts or articles, statistics, key accounts, research reports… anything that will prove that your brand is an authority in your market.

Method 6: The social proof technique

The social proof technique leverages the approval of the people around your prospect to increase your credibility.

To use this technique, simply show your prospects that other people or companies in their environment are using your product or service and are happy with the results. You can do this by sharing testimonials, case studies, or reviews.

This technique is somewhat similar to the authority technique, with the difference that it will work better on referrals from the personal circle of the individual you are talking to.

Method 7: The scarcity technique

The scarcity technique consists in creating a sense of urgency by highlighting the limited availability of your product or service.

To use this technique, you need to let your prospects know that your offer is coming to an end and that they need to act quickly if they want to take advantage of it.

You can do this by setting deadlines, limiting the number of products available, or offering special discounts for a limited time.

This technique works very well because it encourages people to act out of fear of missing a great opportunity, aka their FOMO.

Method 8: The contrast technique

The contrast/comparison technique allows you to highlight the features and benefits of your product or service by comparing it to your competitors.

To use this technique, you will need to identify key features and benefits of your product or service and compare them to those of your competitor. This will allow you to demonstrate the superiority of your offering in a very concrete way.

This technique is often used by salespeople to close a deal by highlighting the advantages their offer has over the competition.

Method 9: The curiosity (tease) technique

The art of teasing in sales consists of arousing the curiosity of your prospects so that they want to know more about your product or service.

It can be used in the approach phase, at the very beginning of the sales meeting, or during the sales pitch, to refocus your lead’s attention when you lose it.

To use this technique, you need to create a message that piques your prospects’ curiosity and makes them want to know more. You can do this by asking questions or sharing some information without giving too much away.

This technique is often used in online advertising, where the goal is to get people to click on a link to learn more about a product or service.

Method 10: Storytelling

The storytelling technique comes down to telling your prospects a story that will create an emotional connection with your brand.

To use this technique, you must identify the values that are important to your target audience and create a story around them. This story can be about your brand, your customers, or even yourself. The goal is to create an emotional bond that will make your prospects want to do business with you.

This sales tactic comes together with marketing strategies beautifully. The respective teams will have prepared the work beforehand via media storytelling actions, and so on.

Method 11: The Adding Value Technique

The AddingValue Technique stands out as a proven method to not only secure a sale but also foster a lasting relationship with the buyer. At its core, the Adding Value Technique revolves around providing additional benefits or services to a prospective buyer that enhance the appeal of your core offering. Instead of simply focusing on the product or service’s basic functions, this technique emphasizes what else the customer receives that makes the purchase even more worthwhile.

Key Components:

  1. Understanding the Buyer’s Needs: To add genuine value, you must first understand what the buyer considers valuable. This goes beyond their immediate requirement and delves into their long-term goals, challenges, and aspirations.
  2. Offering More Than Expected: Once you understand the buyer’s needs, go the extra mile. This could mean throwing in an additional service for free, offering a complimentary product, or providing specialized training.
  3. Showcasing Tangible Benefits: It’s not enough to just offer additional value; you need to clearly articulate its benefits. Whether it’s cost savings, time savings, or any other benefit, make sure the buyer knows exactly what they’re getting.

Why It Works:

  1. Creates Differentiation: In a market saturated with similar products or services, adding value can set you apart from the competition.
  2. Builds Trust: When you give more than what’s expected, you demonstrate a commitment to the buyer’s success, fostering trust.
  3. Encourages Repeat Business: A buyer who perceives that they received more than what they paid for is more likely to return for future purchases.

Method 12: The Whiteboard Pitch Technique

The WhiteboardPitch Technique is emerging as an interactive and compelling way to communicate ideas. 

The Whiteboard Pitch Technique involves using a whiteboard to visually represent and explain concepts during a sales presentation. Unlike traditional slide-driven presentations, the whiteboard pitch is dynamic, allowing for real-time adjustments and interactive engagement with the audience.

Key Components:

  1. Simplicity: The whiteboard’s canvas is limited, so the ideas should be straightforward and concise. This constraint can actually be a strength, focusing the message and avoiding information overload.
  2. Storytelling: One of the primary benefits of this technique is its ability to tell a story. Begin with a problem the prospect faces, elaborate on the challenges, and end with a solution.
  3. Interactivity: Encourage your audience to ask questions or even come up and add their own thoughts to the whiteboard. This level of participation can create a stronger connection and understanding.

Why It Works:

  1. Engagement: The fluid nature of a whiteboard presentation captures attention. There’s an element of suspense as the narrative unfolds stroke by stroke.
  2. Flexibility: You can easily pivot your pitch based on real-time feedback or questions, ensuring the presentation remains relevant and engaging.
  3. Memory Retention: Visual storytelling has been shown to improve memory retention. By seeing concepts visually mapped out, potential clients are more likely to recall the discussion.

Method 13: The FOMO Technique

“Fear Of Missing Out” has emerged as a potent sales strategy. This technique taps into a basic human emotion, creating urgency and propelling potential clients towards a purchase decision. Let’s delve into its effectiveness and application.

FOMO capitalizes on a prospect’s innate fear of missing out on the best opportunities, deals, or experiences. By presenting your product or service as something in high demand or limited supply, you create a sense of urgency.

Key Components:

  1. Limited Time Offers: Make certain deals available for a restricted period. This ignites a rush to act before the opportunity disappears.
  2. Exclusive Benefits: Highlight exclusive perks that are only available to a certain number of customers or during a particular timeframe.
  3. Showcasing Demand: Use real-time data or testimonials to show that others are jumping on the opportunity. This can be a powerful tool to convince potential leads.

Why It Works:

  1. Urgency: The fear of missing out on the best deal or a unique opportunity can lead prospects to make quicker decisions.
  2. Social Proof: By showcasing that others are buying or benefiting, you build trust and make the prospect wonder why they haven’t jumped on board.
  3. Increased Engagement: FOMO often prompts prospects to read more, engage in deeper conversation, and seek out more information to make an informed decision.

Method 14: Referrals Technique

The age-old Referrals Technique still holds a prominent place. Tapping into existing relationships and networks can expedite the sales process, building trust with potential clients at a faster rate. Here’s a deep dive into harnessing this powerful method.

The Referrals Technique revolves around leveraging your existing customer base to find new potential clients. By seeking endorsements or introductions from satisfied customers, you establish immediate trust with prospects who might otherwise be skeptical or hard to reach.

Key Components:

  1. Customer Testimonials: A written or video testimonial can offer genuine insight into a customer’s experience with your product or service. These firsthand accounts can read like an endorsement, making them invaluable for potential clients.
  2. Incentives for Referrals: Offer your existing customers perks or discounts in exchange for referrals. This not only motivates them to help you find new clients but also reinforces their loyalty.
  3. Active Engagement: Regularly engage with your customers. Ask them for feedback, and provide tips or updates about your product or service. This keeps the lines of communication open and can organically lead to referral opportunities.

Why It Works:

  1. Built-in Trust: When a potential client is introduced to your business through someone they trust, they’re more likely to buy or engage with you.
  2. Cost-Effective: Instead of spending extensively on broad advertising or marketing campaigns, referrals can offer a more targeted and cost-effective approach to finding potential clients.
  3. Enhanced Credibility: A recommendation from a satisfied customer carries more weight than any advertisement. It’s a stamp of approval that’s hard to replicate.

In Practice:

The Referrals Technique remains one of the most effective sales strategies, precisely because it’s rooted in genuine customer satisfaction. When customers are happy enough to advocate for you, it speaks volumes, making the path to conversion smoother and more authentic.

Method 15: Using Social Media Technique

Social media has become an essential strategy for successful sales. With billions actively engaged on various platforms, the opportunity to reach potential clients has never been more accessible. Let’s delve into the Social Media Technique and its transformative effect on modern selling. The Social Media Technique involves using platforms like Facebook, Twitter, LinkedIn, and Instagram to identify, engage, and close potential leads. It’s not about direct selling but building relationships, nurturing leads, and positioning oneself as a top industry voice.

Key Components:

  1. Content Creation: Producing engaging content that readers want to read is paramount. This can be blog posts, videos, infographics, or any other form of shareable content that provides value.
  2. Engaging with Leads: Interact with potential customers. Respond to their comments, participate in discussions, and always be ready to provide helpful insights or answer questions.
  3. Utilizing Direct Messaging: When appropriate, salespeople can use direct messaging features to initiate a personal conversation, paving the way for a more formal sales call.

Why It Works:

  1. Wider Reach: Social media platforms have vast audiences. A well-timed post can reach thousands, if not millions, of potential clients.
  2. Building Trust: Regular engagement helps establish a relationship with leads. Over time, they come to see salespeople as credible industry figures, making them more likely to buy when the time comes.
  3. Real-Time Feedback: Social media allows for immediate feedback. This can help in refining your approach and understanding what resonates with your audience.


The Social Media Technique is more than just a modern tool; it’s a necessity in today’s selling landscape. By genuinely engaging and providing value on these platforms, salespeople can build trust, establish authority, and successfully guide potential leads down the path to purchase.

How to properly apply your sales techniques?

Now that you know what sales techniques exist and how they work, you still need to apply them well.

To do this, you must take into account the following points:

  • Sales techniques are not mutually exclusive. On the contrary, they often complement each other. So don’t hesitate to use several at once to increase your chances of success.
  • Not every sales technique will work with every prospect. It is therefore important to adapt your approach according to the person you are dealing with and their profile.
  • Sales techniques must be used at the appropriate point in your B2B sales process. For example, it is useless to use the scarcity technique if your prospect is not yet convinced of the utility of your product.
  • Finally, it is essential to use sales techniques carefully and subtly. If you overdo it, you risk coming across as insincere or even manipulative, which will damage your relationship with your prospect.

Therefore, sales techniques should be used wisely, taking into account the person you are selling to and the stage of the sale.

Here are some final tips to help you boost your online sales:

1. Train and learn from the best

If you want to master sales techniques, you need to train and learn from the best. There are many books and courses on the subject that can help you develop your skills.

2. Practice, practice, practice

The only way to master sales techniques is to practice, practice, practice. The more you use them, the better you will become at them.

3. Be sincere

When using sales techniques, make sure you are sincere and authentic. If your prospects feel that you are trying to manipulate them, they will not hesitate to end the relationship with you.

4. Persevere

Selling is a tough business and you will undoubtedly encounter rejections along the way. But don’t give up, because every “no” gets you closer to a “yes.”

5. Have fun

Last but not least, have fun! Selling is a great job that can be very rewarding if you do it well. So have fun, it will show in all your sales conversations with your prospects!