Selling is hard. Not always because of the market, the product, or even the competition. It’s hard because your reps need the right sales skills to navigate each conversation confidently.
Here, we’ll focus on two sales skills that can set your team apart:
- Setting accurate expectations clearly and then overdelivering.
- Making quick, intentional decisions when the pressure is on.
These are not “soft skills.” They’re practical habits that directly shape the prospective client’s trust, whether they will refer you to others, and how fast the deal will move. Let’s look at each in turn – and how you can guide your team to master them.
Sales Skill #1: Setting Expectations and Overdelivering
It’s good to set expectations so that clients are not disappointed. They may have misinterpreted something and be expecting heaven!
But a common trap in sales is underselling. Reps do it to feel safe: If they promise less, they won’t disappoint. They’ll deliver what the client expected and clock up a sale.
On paper, it makes sense. But in practice, in the long term, underselling doesn’t do your brand any good. It also underserves the client even if they did hop on board.
Why?
Because when you undersell, you flatten expectations so much that the client experience is unremarkable. They feel nothing.
They bought a [fill in the gap] and they got it. Next.
Selling today often means making the client feel special, the only one – and that they’re important to you. Otherwise they go elsewhere, now or next time. It’s got personal.
And an unremarkable experience rarely leads to them referring you to their friends. It’s already forgotten.
Overdelivering
Overdelivering, on the other hand, creates moments that clients remember and share.
Those stories often become about your brand, not just about the rep. That’s powerful. Because when a client retells the story of how you went further than promised, they’re not just complimenting a person. They’re building equity in your brand reputation.
How can you coach your team toward this skill?
- Promise realistically, not timidly. Teach reps that confidence and honesty go together. Clients would rather hear a clear promise than a hedged one.
- Add value in small, repeatable ways. Overdelivering doesn’t mean gold-plating every contract. It might mean an extra check-in call, a smoother handoff, or anticipating one concern before the client raises it.
- Use client feedback loops. Ask reps to note the compliments or stories they hear back. Those anecdotes are your best clue as to what “overdelivering” really looks like to your clients.
Consider the difference:
One rep closes a deal by underselling, and the client feels “fine” about the result. Another rep sets clear, truthful expectations, then quietly delivers a bit more. The client tells three colleagues about the experience.
Which one just built the stronger pipeline for your business?
Sales Skill #2: Making Quick, Intentional Decisions
Speed matters in sales. If your reps hesitate too long, momentum dies. But acting fast without direction is no better. That just produces inconsistent deals and confused clients.
The key is intentionality.
What do we mean by that?
It’s not “winging it,” but having a plan in mind that guides certain decisions even when they have to be made in mid-conversation and it’s not the kind of situation where you can say, “I’ll find out and get back to you.”
When reps know the boundaries, fallback options, and deal breakers, they can decide quickly and consistently.
Clients will see and hear confidence, not guesswork. And the deal keeps moving.
So, how do you help your team develop this sales skill?
- Provide frameworks. Spell out pricing ranges, discount limits, and non-negotiables. Reps shouldn’t need to call you mid-meeting for every judgment call. Or look it up somewhere or even summon it from the hat like a white rabbit!
- Roleplay under pressure. Practice scenarios where decisions need to be made fast. The point isn’t to rehearse answers word for word. It’s to build muscle memory around using the framework.
- Reinforce alignment. Remind reps that a fast, intentional decision isn’t to stroke their ego. It’s to keeping the client experience smooth and consistent with your brand.
Imagine a rep in a client meeting:
The client pushes for a faster delivery schedule. The rep, guided by an agreed fallback plan, confidently offers an alternative timeline with added value rather than scrambling for a vague promise. The client sees decisiveness and care – two traits that close deals.
Why These Sales Skills Matter More Than Ever
These two sales skills work in tandem.
Overdelivering builds long-term trust and creates stories that strengthen your brand.
Quick, intentional decisions keep deals moving in the short term without sacrificing consistency.
Buyers today are cautious and competition is fierce. You need both skills. Clients want confidence and consistency. They also want proof that working with you will be a better experience than with the next vendor.
If your reps master these two skills, they close more deals. But they’ll also build the kind of reputation that keeps business coming back to your brand – like bees return to the hive. You’ll likely also get new referrals.
Why Guide Your Reps?
Selling will always have its challenges. But when you equip your reps with the right sales skills, you tip the balance in your favor.
- Overdelivering creates stories about your brand that clients that they will share.
- Quick, intentional decisions keep deals alive and aligned.
360 Consulting Can Help with All Sales Skills – It’s in Our DNA
Want help to coach these skills so you see stronger pipelines, happier clients, and more confident reps? Call us today for a free consultation and let’s talk.