Universal Design for Learning (UDL) was originally created for education, but its flexible principles have major applications in sales. By integrating UDL into the sales cycle, companies can take a more inclusive, adaptable, and customer-focused approach. This ultimately drives greater revenue and customer satisfaction.

Applying UDL Principles to Sales

UDL has three foundational pillars that translate seamlessly to sales contexts: multiple means of representation, action/expression, and engagement. These pillars were developed by the Center for Applied Special Technology in the 1990s to enhance learning for all students.

A core UDL concept is that every interaction is an opportunity to teach. In sales, this means viewing each prospect engagement as a chance to educate about your product or service’s value. Tailoring teaching methods to individuals boosts comprehension and retention.

Multiple Means of Representation

To represent products and services in diverse ways, companies can:

• Create visual materials like infographics, photos, and videos that vividly demonstrate product features and capabilities. Short video testimonials can also showcase real customer experiences.

• Offer interactive product demos and trials that allow customers to experience and experiment with the product first-hand. This tactile experience enhances understanding.

• Provide detailed written descriptions, spec sheets, and FAQs to cater to those who prefer reading comprehensive product information.

• Host live webinars, virtual tours, and workshops for an immersive, real-time experience that brings the product to life.

Using varied representation methods enables sales teams to accommodate different learning and comprehension styles. This makes their pitches more accessible, memorable, and appealing to a broader customer base.

Multiple Means of Action and Expression

This pillar was designed to give students options to demonstrate their knowledge. In sales, teams can apply it by:

• Offering reps training in consultative selling, relationship selling, and other proven sales methodologies. This equips them with a toolkit to select the optimal approach per customer.

• Leveraging CRM platforms and tools to deeply understand each customer’s needs and challenges. This allows personalization of every interaction based on the individual’s profile, journey, and preferences.

• Providing digital self-service platforms that allow customers to explore products, access resources, and interact on their own time before engaging a sales rep.

• Giving customers varied venues to express needs, from live chat, to email, phone, in-person meetings, and social media. Then meeting prospects where they are most comfortable.

Multiple Means of Engagement

This pillar focuses on motivating and engaging learners. Sales teams can boost engagement by:

• Personalizing content and messaging to resonate based on individual needs and interests. For example, send targeted educational materials about key product benefits.

• Crafting compelling storytelling and narratives around the product or service that tap into emotions and foster human connection. Stories build rapport.

• Implementing gamification strategies like reward points, levels, or challenges to motivate engagement. These incentives promote loyalty.

• Following-up regularly, but with relevance and value. For instance, share industry news or upcoming events of interest. Avoid overly salesy outreach.

Benefits of UDL in Sales

Applying UDL improves sales processes by:

• Enhancing inclusivity across diverse ages, backgrounds, abilities, and learning styles. Every prospect feels valued.

• Increasing customer satisfaction through tailored interactions that demonstrate understanding of unique needs.

• Empowering sales teams with varied strategies and tools to play to their individual strengths. This boosts motivation and performance.

The Bottom Line

UDL provides a flexible framework to transform sales through multiple means of representation, action, and engagement. UDL demonstrates a commitment to meeting prospects where they are and how they want to engage. Taking this targeted approach makes sales interactions more inclusive, personal, and ultimately, more successful.

This blog post is cross posted on Medium.com. Interested in learning more about UDL? Check out these related posts:

• The Power of Optimizing Strengths

• The Value of Choice

• Podcast: What is UDL?