Become Great Sales Ambassadors – 10 Key Strategies

Table of Contents

Sales Ambassadors are people who work to convert potential customers to sales. There might not always be direct selling but prospects are usually put in touch with a member of the sales teams so he/ she can provide customer support.

There are certain pre-qualifying criteria to being a sales ambassador – outgoing demeanor and persuasive skills. This role does not necessarily require special qualifications but it does require someone who has an interest in human behaviour and solving problems.

In addition, the person must have good communication and interpersonal skills as well as prior sales experience because the primary role is to first actively listen and understand customer’s needs before recommending the best company’s product or service that best suits their need or desire.

Sales Ambassadors

#1 Identify Customer Needs and Motivation

Recognising customer needs include deep research across your industry and asking your customers many questions. It is imperative that in-depth details are gathered through regular communication and timely delivery should be ensured to meet their needs.

Understanding customer psychology, buyer personas and behaviour can act as a catalyst for your business in providing better customer service, build long-lasting relationships and maintain business growth. The key is anticipation through a thorough analysis of your customers’ needs and wants. This is the most important fundamental to becoming a successful sales ambassador.

#2 Enhancing Customer Analysis and Needs

There are various ways to enhance customer analysis and needs through using the techniques of Questioning, Probing, Listening, Objection Handling, Valuing and Daring. Knowing when to deploy the technique during the sales cycle is important for sales ambassadors because you will want to give your customer an awesome experience.

It is about listening and discovering beyond their words and body language to truly identify their needs, concerns and the reasons that are stopping them from the final sale. Only then sales ambassadors can convert potential customers to long term customers because people are willing to pay more for a better experience.

#3 Transform Objections Into Opportunities

Objections are inevitable during the sales cycle. Sometimes they are just used as excuses to reject buying of your products and services but at times, they are well justified so if sales ambassadors are not familiar with the basic techniques to handle objections, you could be missing out on some potentially lucrative sales opportunities. 

The key to handle objections effectively is to understand why a customer is objecting. Once you can uncover this, you will be in a better position to answer them. Managing objections requires time, patience and a listening ear. As the saying goes, people don’t care how much you know until they know how much you care. 

Transform Objections Into Opportunities

#4 Overcome Price Blockage

Do you find these retorts familiar?  “Your price is too expensive!” or “I am interested but the price is a bit steep, how much discount are you going to offer?” Price objections happen frequently during the sales cycle and while it might be tempting for many sales ambassadors to respond quickly with a reasonable discount in order to close the sale, it might not prove to be the best solution. 

If your product or service really adds value to the prospect, he/ she will benefit even when paying the full price. Offering a discount should be the last resort because it will make the prospect feel that your product or service might not be so valuable after all so instead, start to clarify the value and re-emphasize the time, energy and money that the prospect will save in the long term by working with you. 

#5 Analyze Your Portfolio

Competition is stiff unless you are selling a niche product. Even then, you should still consider the uniqueness of your product or service and how to stand out from the competition. People are always enthralled by stories and you would want to create authentic and relevant content that catches your audience’s attention. 

In this millennial age where million views of content is being consumed everyday, sales ambassadors would need to create an interesting takeaway within a short period of time that is relatable to your target audience. 

Analyze Your Portfolio

#6 Target Your Potential Prospect

Why do sales ambassadors need to do this? Because when you know who your target market is and markets your products or services accordingly, you will capture the right prospects who have a higher probability of converting to customers. By doing this, resources and money used in marketing are spent more efficiently.

Start with knowing who your core customers are because these are customers who are going to stay with you for a long time, refer you by word of mouth and expand your marketing effort. Prospects who have the same buyer personas as your core customers are your best prospects.

#7 Qualify Your Targets

This is an important step as it helps sales ambassadors decide when to spend time and effort or stop and follow up with the prospect another time. There are a few ways to qualify and the most common one is to determine whether your prospect has a specific need which you can satisfy and whether it is feasible for them to engage your product or service. 

Another point to consider is whether the prospect is the decision maker in the buying decision after having qualified the prior need criteria. When it comes to the final shove, does the prospect have the authority on that buying decision?

Quality Your Targets

#8 Set Your Approach Strategy

This is defined as a documented plan for positioning and selling your product or service to qualified prospects in a way that makes you stand out from the competition. 

You need to build a powerful value proposition in your message. In a nutshell, telling your brand story in such a compelling way that it creates an urgency for the prospects to take action or to want to change their current situation. Lead them with discovery questions and insights so they will feel compelled to make a decision in the next stage of the sales cycle.

#9 Set Your Objectives

When you have clear objectives, you will know what to do from the first step to the last step of the sales cycle. Objectives are best when they’re deliberately set and data-backed but they also need to be SMART (Specific, Measurable, Achievable, Relevant and Time Bound). 

Review the objectives on a monthly basis and compare the results with your objectives. If the results are not optimal, fine tune accordingly on how to reach optimum results and if they are optimal, think about moving on to the next stage of your business plan.

#10 Prepare, Follow Up And Serve The Customer

In every sales cycle, preparation is important. You need to know the features and benefits of what your product or service can do for the prospect, at the back of your mind. When they ask questions, the fact that you do not hesitate and are able to answer their questions proves that you are an expert who is familiar with your industry and knows what you are doing. 

Not every first meeting will turn into a closing sale. More often than not, consistent follow up needs to be done on a timely basis and be readily available to serve even when the prospect has not become your customer yet. In due time, the prospect will gladly become your loyal customer and even be a “sales ambassador” for your business.

Prepare, Follow Up and Serve The Customer

More Tips To Becoming A Great Sales Ambassador

Learning and understanding the core principles of marketing is imperative for sales ambassadors because they are key to grasp on the next step to take in the sales cycle. People instinctively buy into products and services they feel authentic. Sales ambassadors should be enthusiastic and proactive, take initiative and communicate openly with your prospects and customers. 

Stay well-informed on the latest updates in the industry so you will speak confidently when prospects and customers ask questions. Be active in building your network because you never know that a new connection you made today might turn out to be a customer tomorrow.   

Do you want to gain a better understanding of customer psychology, become a great sales ambassador and bring in higher business revenue in your organization? Write to us at

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