Often we hear that sales is an industry or a job - the reality is
that the ability to sell is necessary in every industry, selling is more
of a learned skill and mentality than it is a job, and the tips and
attributes for effective sales can (and must) be implemented to achieve
any dream, goal, or success in life. Perhaps first and foremost, we need
to eliminate from our minds the misconception that all salesmen are
greedy, pushy, and unethical. The unfortunate fact that a minority of
unprofessional salesmen use those types of sales techniques should never
justify ignorantly assuming that all sales techniques are bad; in fact,
the ability to reach your full potential and become and accomplish
anything is determined on the very techniques, attributes, and mentality
that effective and ethical salesmen use all the time.
Listed
below are 20 different sales tips, techniques, attributes, mentalities,
and actions that if understood and applied will result in effective
selling, increased profits, and greater success. Ironically, the same 20
principles are absolutely necessary to know and implement in order to
achieve any goal, dream, or success in life.
1) 90% is
Mentality: Success in sales is not necessarily determined by the
demand for the product, current market conditions, company or location,
prospect or customer needs, or even the sales techniques used. The
ability to think big, disregard objections and rejections, never worry
what others say or think, constantly be enthusiastic and optimistic,
overcome fear and doubt, and have confidence and belief in ourselves -
this mentality is what is needed to be effective in sales, regardless of
what the product is.
2) 10% is Work: Anyone can be
effective in sales if they work harder, longer, and do whatever it takes
to accomplish their goals. Sales is a numbers game - and the more calls
made, appointments set up, or doors knocked, the more success is
experienced. Never forget, however, that because it is a numbers game,
many of those numbers will be a 'no.' And always remember that the
greatest baseball players in the world usually only hit the ball 3 out
of every 10 times they are up to bat - and they get paid extremely well
for striking out or getting out those 7 other times. Sales techniques
are secondary to perseverance, daily action, and working hard.
3) 'No'
Does Not Mean 'No': The word 'no' means the customer does not
understand, does not see the benefit, or needs more information.
Successful salesmen understand that hearing the word 'no' is nothing
personal, signifies more information is needed, and is a necessary step
to the word 'yes.'
4) Assume the Sale: Your mentality, body
language, words used, and actions should always communicate that you
know that the customer will buy from you. Your approach is not one of
hope, but of complete confidence in yourself, the product, and the fact
that they need this product - and they thus are going to buy from you.
5)
Negotiate a Win-Win: The most successful salesmen actually
develop the ability to lose in order to win. They put the customer or
potential client's desires, wants, and needs above their own and ensure
that the end result is a win-win for all parties. Losing a little
revenue to obtain a satisfied customer has always been a recipe for
long-term profits and success.
6) Sell the Benefits -
Not the Product: Ultimately, people don't care about you or the
product - they want to know how the product will benefit them.
7)
Be Yourself: Developing effective sales techniques should
never translate into developing a different personality. People will buy
from you if they like you, trust you, and sense genuineness from you.
8)
Engage Them Through Open-Ended Questions: Our typical
perception of salesmen is usually someone who is fast-talking, cocky,
and greedy. Effective, professional, and ethical salesmen know how to
talk and listen, ask sincere open-ended questions, and engage the
customer by having them reveal their interests, needs, and concerns.
9)
Goals: A sign of effective salesmen is that they have
specific short-term and long-term goals. They not only review them, but
re-commit to them every day. Their goals, however, are more than a hope
or dream because they implement specific daily actions and never quit
until their goals are realized.
10) Continually
Learning: Successful salesmen know and continue to learn about their
products, prospects, customers, market, and industry. Being
knowledgeable and a resource of information - call it a sales technique
if you wish - is important to their success, and more importantly,
appreciated by the customer. Because they know their customer, product,
and industry so well, they can thus tailor each approach according to
the situation or need of the customer.
11) Comfort Zone:
There is no such thing as a 'comfort zone' to a successful
salesman. They realize that their success is dependent upon taking
risks, doing things that are difficult, facing rejection, and persisting
despite how hard, awkward, uncomfortable, or unsuccessful it may be at
times.
12) Fortune is in the Follow-Up: Enough said,
right!
13) Scarcity & Urgency: Unprofessional
salesmen use these tactics by lying to obtain sales; effective and
professional salesmen implement them properly all the time. Have you
ever heard the phrase 'while supplies last,' or 'limited time offer,' or
'weekend blowout sale' or even 'half-off'? Communicating scarcity,
creating a sense of urgency, and advertising discounts initiates
increased action by both the salesman and the customer.
14) Attributes
& Appearance: Effective salesmen possess (actually, they
develop) certain attributes that are necessary to achieve success in
anything in life. They are confident in themselves, are excellent
communicators, have exceptional people skills, never take rejection
personally or worry what others think, always take risks, learn from
failure, and continually overcome the voices of fear and doubt in their
minds. In addition, they dress for success! Not only do their thoughts
and words communicate confidence and success, but so do their actions
and body language, clothing and grooming, as well as their appearance
and demeanor.
15) Name Dropping, Endorsements, &
Testimonials: As effective, knowledgeable, and even hard-working as
the salesmen may be, the potential customer wants to know what others
say or think about the product. Any effective pitch, promotion, or
marketing campaign will always include endorsements, reviews, or
testimonials of others - and the more recognizable the names or
companies endorsing, the more success will result.
16) Move
On: Time is money! Effective salesmen develop an ability to sense
when an opportunity is fruitless or a potential customer is not
interested. Then, in a respectful way, they move on - and quickly.
17)
Ethics & Character: As important as each of these
techniques are, they will be ineffective if implemented in a dishonest
or unethical way. Of course money can and is made from unethical
approaches and tactics; however, those individual salesmen and companies
who do this will always be revealed, and failure will eventually be the
result. Professional and effective salesmen realize that honesty is
just as important as product knowledge, integrity is far more important
than sales techniques, and a person's character, kindness,
professionalism, and honesty always result in increased profits, repeat
customers, and greater success.
18) Always Be Closing: A
'close' essentially is a phrase stating that you are 'assuming the
sale,' or it is an actual question asked to determine whether or not
they are ready to buy, sign, or move forward on the deal. Effective
salesmen use 'soft' or 'hard' closes all the time with the intention of
course to get them to buy, but initially to actually allow them an
opportunity to reveal their concerns. 'Closing' is difficult, takes
courage, can be uncomfortable, and can even be risky because it could
possibly cause the customer to retreat - but effective salesmen are
always 'closing.' Read that last sentence again, and therein you will
not only find attributes of a good salesmen, but many of the secrets of
success to accomplish anything.
19) Persist Always:
The majority of personal successes in life are usually accomplished
after the individual determines to not give up when they experience
setbacks, rejection, or even failure. More important than any of the
tactics, techniques, attributes, and actions listed above - the salesman
who persists will be the salesman who succeeds.
20) Secrets
of Success: As one carefully reviews each of the principles above,
it becomes evident that success as a salesman requires implementing the
same principles, laws, and recipe to be successful in anything in life.
Thus, having the best product, the longest experience, the most
effective techniques or tactics, and the perfect market conditions are
irrelevant if one does not possess these attributes: a strong desire,
belief in self, ability to think big, establishing specific goals,
commitment to daily action, creating a positive attitude, overcoming
fear and rejection, learning from and getting up after failure, and a
determination to never quit until the goal has been realized. Therein is
the formula for success in anything in life - including sales!
