Whether you sell predominately business to business or direct to consumers, there are certain traits that you should be working to develop. And if you hire sales people, it would be a good idea to look for these traits as you interview candidates:
1. Preparation. In my experience, most sales people just open their mouths and hope something good falls out. They go into sales conversations with no structure in mind. Successful sales people control the conversation. Once the prospect takes control of the flow, it might go anywhere.
What to do? Create a list of questions you must have complete answers to before you can present a product. Script them and practice them so you can ask them naturally and in sequence. If the prospect wanders off topic, bring them back to your structure with another question.
2. Product Knowledge. Having learned all of your prospect’s wants and needs, you have to match them up with the right product.
What to do? When you supplier reps are in the office, pick their brains and learn from them. Reps don’t call on you? Go to supplier programs and trade shows. Learn product features, but also learn who the product was designed for. Your suppliers are pretty sophisticated marketers. They can tell you exactly who each product is appropriate for.
3. Empathy. Empathy is the ability to imagine what it must be like to be that prospect, then to use your Product Knowledge to select the perfect product.
What to do? Some of your questions should be about lifestyle, hobbies, maybe about their best-ever vacation. As they answer your questions, what gets them excited? Put yourself in their shoes. Remember that buying decisions are made based on emotions. Facts and features will help them justify their decision. But once they’ve made the emotional choice, they’re going to buy.
4. Communication Skills. My mom said it best: God gave you one mouth and two ears. Use them proportionately.
What to do? I already said you should ask your prepared questions. Don’t interrupt, interject or otherwise disturb the flow of information from your prospect. Listen for emotions, desires and needs. Bite your lip if you have to, but shut up until the prospect has run out of things to say. Wait until there’s an almost uncomfortable silence. Then it’s your turn to talk.
5. Positive Attitude. Surprised? Nobody taught you this one. It’s simply a choice. Nobody wants to be around a grump, and nobody wants to hand them their money.
What to do? Positive Attitude is simply a choice. It starts with a smile. Look around you ? nobody’s smiling! Make yourself smile and you’ll stand out from the crowd. People will be drawn to you and the first step toward a sale is already taken.
Five simple traits. Master these and you’ll find sales come a lot more easily. Without them, you’re going to endure lots of long conversations that end with “We’ll think about it and get back to you.”
By Larry Merserau, CTC, PromoPower LLC
Smart business owners, marketers and sales professionals (people just like you!) turn to Larry Mersereau, CTC, for the ideas and insights they need to bring in more business and take home more money. Learn more!
