top of page

Mastering Sales: The Power of the Six C's

The Six C's Practised Will Help You Master Sales Conversations

Building good sales abilities is still crucial in a workplace where face-to-face interaction is increasingly being supplanted by remote or digital modes of communication, especially for small enterprises. In fact, because we all have less expertise with in-person conversations, a continuous development programme for salespeople is more crucial than ever.

Start with the following six C's to master sales conversations in order to assist you and your team in increasing your sales performance.


Knowing you are ready for the work at hand gives you confidence. Not everyone has a natural aptitude for sales, but with preparation and practise, you can feel more at ease conversing with consumers. Similar to how athletes improve through countless hours of practise, salespeople improve via spending time researching and updating their understanding of the product or service they are selling as well as practising their pitch.

The level of a customer's confidence in the company's product or service increases dramatically when a salesperson exhibits a thorough understanding of the good or service they are promoting and is able to respond to every question the client poses, or is aware of someone in the company who can. On the other hand, if a salesman shows ignorance of the good/service, the consumer might leave and hunt for a more knowledgeable vendor.

At any experience level, formal sales training programmes and coaching are quite valuable. A salesperson's confidence can be raised by brushing up on old knowledge and picking up new tricks, which will help them stay on top of their game.


The cornerstone for building solid and enduring customer connections is the Golden Rule, which states that you should treat others how you would expect them to treat you. Always put yourself in the position of your client and strive to present the sales speech that you would want to hear. If your client is an employee of a company, make sure to be kind and professional to all team members, not simply the decision-maker.


The customer can make a decision more quickly with clear communication. Don't make the customer search for all the information they require to make a purchasing choice. Making sure that all pertinent information is presented in a way that is interesting, succinct, and coherent encourages the buyer to view the purchase as a "no-brainer."


The term "context" refers to a wide range of specifics that are included in a 360-degree picture of the customer relationship. Understanding context entails being aware of a person's problems, business environment, industry trends, legislation and regulations that apply to their industry, as well as other factors. If your client supports community activities, take part in and support these networking opportunities to establish yourself as a recognisable figure. Show that you are interested in their company as a whole, not simply the sales connection.


One size does not fit all when it comes to sales presentations. Spend time refining your pitch to show that you comprehend a certain client.

Include details that are particular to the customer or their company while speaking with them. Your communications—verbal or written—must not contain material that the customer will find unimportant. If they believe you don't "get them," they might ignore your entire message.


Keep contacting and sending emails on a regular basis, even if you haven't sold anything to a customer or it has been a while since they bought something from you. Maintaining a relationship with your customers and keeping them updated can help them remember you the next time they need your goods or services.

In conclusion, it is critical for organisations, especially in the current digital environment, to master sales conversations. The Six Cs, which are confidence, courtesy, clarity, context, customization, and consistency, can help salespeople better engage with clients and build trusting bonds. It is possible to further improve sales skills and retain salespeople at the top of their game by investing in coaching and formal sales training programmes. Start implementing the Six Cs into your sales strategy, and you'll see an improvement in your sales success.