Opinion: 7 must-have skills for selling in 2023

Have you been through any old-fashioned sales training in your career? If so, someone might have told you to follow the first three letters of the alphabet: ABC, always be closing.

Every phrase and each question must advance the sale to a close, with the salesperson never quitting but pushing until the customer says “yes” and signs the dotted line.

Always be closing. In the past, it kept salespeople focused on winning deals. It’s not very effective today, though, because buyers don’t appreciate people who fail to understand their needs fully but still insist on giving their pitch like they’ve done a hundred times before.

The Roman orator Cicero wrote, “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”

The best way to persuade someone is to understand their needs early and adjust your communication and approach to resonate with them. Cicero’s insight is especially pertinent today because people don’t buy from someone they don’t like.

Selling today takes more than having the mindset of a closer. A savvy salesperson accurately understands each client’s issues, makes buyers comfortable working with them and tailors a compelling value proposition to the need.

To sell more products and services to clients, try focusing on these seven skills in 2023.

1. Understand your customers. Discovering needs is the most crucial selling skill today. You can’t tailor a compelling value message to fit a buyer’s needs unless you ask intelligent questions and listen carefully. In addition to understanding your customers better, asking good questions makes them think in new ways and helps them see your value.
2. Build a trusted relationship. Selling to customers is not a one-off transaction but a long-term partnership. Building relationships with your customers should be a priority. People buy from people they like and trust, so it’s essential to establish rapport.
3. Sell the difference your product will make. In today’s competitive market, you have to differentiate your product’s value convincingly. That means creating solutions that solve their issues faster or better than the competition. I watched a client of mine who helps businesses increase productivity switch from making sales-pitchy presentations to showing how the product can cut costs, increase efficiency and save time. Because they differentiate value convincingly, they close more deals today.
4. Focus on ROI. Business-to-business customers think about return on investment more than anything else. They aren’t overly concerned with your product’s features and benefits unless they understand how it will make a positive difference for their situation. Discuss availability, results and timelines with your customers because those things impact ROI – and that’s something virtually everyone thinks about during challenging times.
5. Discuss objections with an open mind. Expect objections and be prepared to discuss them. First, make sure you accurately understand the objection by asking clarifying questions. Then, link the benefits of using your product or service to their concerns. Provide additional resources or proof to help them make the decision.
6. Don’t waste their time. Customers hate it when salespeople waste their time. Perhaps that explains why it’s estimated that B2B buyers spend a small percentage of their decision-making time with a supplier’s salesperson; the rest is spent researching and talking internally. Buyers appreciate salespeople who can provide useful insight – and are likely to give them more time and view them as more trustworthy.
7. Be a long-term salesperson. Following up after the sale is critical to keep clients loyal. One client wanted help closing new deals, but the best solution was to start by improving their communications with existing customers. Once they did, sales took off. Following up with your customers consistently creates stronger relationships and says that you will be there when your customer needs anything.

If you make a determined effort to apply these seven must-have skills, you’ll be far more equipped to create better sales opportunities this year. 

Consultant, professional speaker and author Mark Holmes is president of Springfield-based Consultant Board Inc. and MarkHolmesGroup.com. He can be reached at
mark@markholmesgroup.com.