Rules for being a Good Salesperson

My files have a wealth of information built up over three decades of sales management and employing people. From time to time I will use the Small Town Investor blog to disseminate that info in case someone has interest. Today is a list of rules for salespeople that for some might seen obvious, but frankly few salespeople apply. Management, is a practice like medicine or law, and therefore a contined learning cycle with errors of judgement and improvement of decision making as one grows more experienced. I made numerous hiring mistakes early on and over time got much better at hiring staff.

Sales, contrary to what others might opine is an honorable profession, and until something is sold no one else has a job. I learned early on most salespeople are born, it is generally not a learned exercise. The two traits most salespeople have are ego drive and empathy. Ego drive to succeed and overcome obstacles and empathy to care, really care, about your customer. One can learn skills, but if you do not arrive at the job with ego and empathy you likely will never be a success at sales.

Most of my former employees will recognize this list as I have passed it out to every salesperson I have hired since 1986. I call it "Building a Opportunity Culture." Because being a salesperson offers you the opportunity to make compensation beyond normal pay. A good manager builds an Opportunity Culture where salespeople not only survive, but thrive. Part of that building is getting rid of staff not suitable for sales and hiring quality staff. Your customers deserve nothing less.

1. Show concern for your customer by giving first rate service. Service means handling your customers payment to you for a product as if it was your money. Actually some of it is. Checking to make sure the customer receives what they paid for and solving problems past the original sale show appreciation and concern for the customer. Appreciation and concern build customer loyalty past any price.

2. Act to make sales. Go see prospective customers, bring them ideas that might help build your customers business. Never, never allow night to come without returning calls, e-mails, or your customers efforts at contacting you. Act when problems arise and alert your customer even when they might not be aware, especially before they contact you.

3. Be organized in your sales approach. List in writing who you want to sell and what you believe the customer needs. Prepare in advance your time with the customer. Their time is valuable and they will appreciate your wanting not to waste their time. Do not be caught using the phone, e-mail, and such to contact your customer regularly. Nothing replaces personal face to face visits as often as can be arranged.

4. Be persistent in reaching your sales goals. Do not take a "no" for an answer the first time. If you have done your research and really believe your product can help your prospect assume they do not understand that your product is an investment and not an expense. Take time to understand THEIR business so as to better address the customer. Address their concerns over a period of time if needed so as to make the sale. If nothing else go see them and ask "how is business" every time you see them.

5. Make yourself more valuable by taking on new responsibilities and becoming cross-trained at your employment. Being more valuable enhances your career prospects and most importantly makes you more confident.

6. Do all your work with integrity, be in your co-workers or customers. Tell the truth, accept blame when it is yours, and have accountability. Nothing improves your self worth like knowing you have integrity.

7. Fully understand your areas of responsibility and the product you are selling. Use that knowledge to create sales opportunities that fills your customer's needs.

8. Be result oriented. Do not just go through the motions of selling and say I have done all I can do to sell. Our goals are made only when we sell the most product the most times to a customer, not when we have made the most commission.

9. Create long term relationships. Do not sell for "sales" sake. Make sure your product is satisfying your customer's needs. In that way they will remain a customer and contribute to your sales base indefinitely.

10. Be enthusiastic. Want to make money doing sales and be excited at the prospect of doing so. Set a goal and go for it.