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Sales is either an exhilarating career that adds meaning to your life, or a depressing job that drives you to despair. You can experience limitless income, or barely scrape by. No matter what your product, company or background, much of your success is based on what you do.
It's easy and tempting to blame other things-the product, your boss, the company, the customer, the economy, or even the weather. The truth is, however, that the ultimate factor of success or failure belongs to you.
In an article in Nation's Business Jeanne and Herbert Greenberg reported that "more than 55 percent of (the salespeople studied) have no ability to sell. Another 25 percent have sales ability but are selling the wrong product or service. The remaining 20 percent are doing precisely the right jobs for themselves and their companies, and invariably they are the ones that make 80 percent of all sales."
We asked top sales trainers and salespeople what they thought made outstanding sales representatives.
Characteristics Of Successful Salespeople
The attributes of successful salespeople that sales professionals identified were in four main areas: 1) commitment, 2) a healthy ego, 3) effective listening skills, and 4) humor and perspective. Of course there is more to being a professional salesperson than these characteristics, but they are a great place to start.1. Commitment
"You need to have commitment...real commitment to what you're doing. Total and full commitment," comments Judy Sadlier, former Senior Vice President of Dean Whitter Reynolds. Judy started as a clerk in her company in 1957 and later became the first woman to complete the company's management training program."A successful salesperson has persistence" says Deanna Zimmerman, 1990 Salesperson of the Year at Herman Miller, Inc., past president of the Association of Executive Saleswomen. "Persistence is so important, yet most salespeople feel that after three calls to a prospect, it's time to give up. Successful professionals realize that persistence is a basic key to success. They always hang in there if the sale has potential."
Commitment includes persistence. This means not giving up when things look bleak. Many ex-salespeople couldn't handle early failure. Either they expected instant success, success, or their egos were too fragile.
Pros are committed to continuous learning. Cavett Robert, a respected sales trainer and speaker says, "School is never out for the professional." Sheila Murray Bethel, President of The Bethel Institute, and a well-known sales speaker and trainer believes to succeed in sales (or in life), you need to "work harder on knowing and improving yourself than on anything else in your life."
Tom Johnson was the #1 Avis Leasing salesperson in the country three years in a row. When asked why he was so successful, he responded "One habit I have is to participate in one sales seminar a month, no matter how basic. If I learn one new idea from that seminar, it was worth it."
Professional athletes continually review the basics, so why not professional salespeople?
2. Healthy Ego
"The successful salespeople I know" comments Pat Bailey, Regional Manager of Telos consulting, "use their healthy egos to measure room for improvement. They ask, 'what could I have done better?'"Top salespeople also realize a client first "buys" them. They are confident that they can sell themselves as competent and professional.
"To be good in sales, one must understand the difference between a business refusal and a personal rejection," offers Sheila Murray Bethel, speaker and author. "Once you understand that when a client says 'no' it is not a personal rejection, you make a quantum leap into the ranks of professionalism."
Having a healthy ego also makes it easier to take calculated risks-to be bold in a positive way. Successful salespeople know they can pick themselves up and continue if their boldness causes them to fall flat.
When salespeople are proud of their company, product/service, and selves, they don't have to disparage competitors. They build upon their strengths, not the weakness of others.
3. Listening Skills
A common stereotype of a salesperson is someone who talks non-stop. Actually, top sales professionals listen. Bailey explains that professional salespeople "explore people's needs. They ask questions, and listen. A truly great salesperson listens, not to get information to manipulate, but to assist in serving the customer. There is no point in selling something that will cause the client 'buyers remorse.' In a successful buyer/seller relationship, there is mutual interest and benefit."Julie Yozamp, Sales Training Manager for Digital Equipment Corporation, agrees that listening is essential for any good salesperson. "Salespeople customers respond to are those individuals who say, 'Talk to me. Tell me your problems and needs! These salespeople don't let their egos interfere. Effective questioning and listening are key skills."
Many top salespeople see themselves as counselors and problem solvers. Only through effective questioning and listening can they understand the client's concerns well enough to offer solutions.
4. Sense of Humor And Enthusiasm
Judy Sadlier advises: "You must have the ability to laugh at yourself, and avoid becoming egotistical about your successes. There have been many people who could have been more successful, but let their successes make them serious, pedantic, and overbearing."A positive attitude is a strong asset in any profession, but especially in sales. With one, rejections become learning experiences or challenges, rather than problems.
Having the perspective to learn from your mistakes keeps you growing.
Enthusiasm reflects a salesperson's excitement for the product and what it can do for the prospect. Rarely will one find a successful salesperson who isn't sincerely excited about his/her product or service.
Summary
None of the four attributes mentioned are easy to acquire. Commitment, humor and a strong ego come easily so long as you are consistently winning. When you have days of "nos," too many bad breaks and no commissions, then commitment, humor, and ego may desert you. As for listening: although most of us think of ourselves as good listeners, few are.Success in sales can be yours, provided you're willing to work on these basic attributes, keep working on them, and then work some more.
Sales can drive you to the bank, or drive you crazy. Only you can decide. If you continue reading this book it's clear that your choice is to be the best professional salesperson possible.
© 1986 Morgan Seminar Group
_______________________Rebecca L. Morgan, CSP, is a dynamic speaker and seminarist. She is the author of four books, TurboTime: Maximizing Your Results Through Technology, Calming Upset Customers, Life's Lessons: Insights and Information for a Richer Life, and Professional Selling. For information on her speaking services, books, and tapes contact her at 1440 Newport Ave., San Jose, CA 95125, 408/998-7977, 800/247-9662, fax: 408/998-1742, rebecca@RebeccaMorgan.com, www.RebeccaMorgan.com. Please contact Rebecca for permission to reprint or repost this item.
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