The Subtle Art of Selling


Ask any digital marketing specialist about sales conversions and they'll tell you the most frequently asked question in marketing is 'how do I boost my sales conversions?'

Most entrepreneurs run local cafes, make unique products to sell or offer trade services, but the average small business owner is not a digital marketing expert.

It's easy to feel overwhelmed by how many digital marketing techniques you suddenly need to learn about when you decide to become a freelance decorator, or open a local flower shop, which can cause small business owners to forget their basic sales skills.

Marketing may lead your customers to the place where you hope to make your sale, but you still need to be able to sell well when your customers arrive at your door.


Sales and marketing strategies work in tandem, but an ineffective marketing campaign can mean you never get the opportunity to sell to your customers. Likewise, attracting the perfect customer through effective online marketing doesn't guarantee you'll be able to close the sale when they arrive.

The words you choose, and the images you use, create your customer experience, which inspires people to either buy your products or skip past you as quickly as possible.

Successful sales people make every product, and every interaction, about their customer.


The trick is to market your business with a sales mentality, using your inherent interpersonal sales techniques to guide and inform your customers to like you and your business.

If customers feel comfortable with you, they'll want to buy from you.

1. Focus on Your Customer, Not on Your Offering

Shift the balance away from what you do towards what your customer is actually asking for. By identifying and understanding your customer's key pain points, you can place yourself in the perfect position to fill their needs.

Simply put, show your customers what they want to see, not what you want to show them.

2. Give Your Customers an Opportunity to Explore

Customers are most likely to engage with you if they believe they're following their own free will. Allow your customers to discover more by always giving them a reason to stay.

Invite your customers into your space, and give them an opportunity to express themselves.

3. Show, Don't Tell

Highlighting the new experience your product brings creates a natural contrast with the current experience of your client. If you know your product solves your customer's problem, show them a scenario where their problem doesn't exist.

When a customer can see the value in what you offer, they're likely to want it.

4. Guide Your Customers in the Right Direction

Marketing can be overwhelming, not least for your customers. Resistance is easy to build and difficult to undo, so rather than asking customers to buy your products, direct your customers towards what they're already looking for.

Showing your customer's where to find the right products is more effective than telling them what to buy.

5. Make it as Easy as Possible for Your Customers to Like You

Building trust is essential in every customer-facing relationship. Doing what you say on the box helps your customers understand what they're getting themselves into before they feel obligated to buy something they're not yet sure they want.

Removing obstacles paves the way for increased sales and long-term customer retention.


Online, words and images replace the smiles and conversations found in a real-life shop.

The easiest way to implement an effective sales strategy online is to use the right visual communication and copywriting tools to guide your customers towards the sale you wish to make, then let them make their own decisions.

If you can understand your customers, identify their collective problem, point them towards your suitable solution and make it as easy as possible for them to buy what you offer, your products will sell themselves.