Selling can be a complicated business – the successful professional has a lot to learn and a lot to remember. In the interest of simplicity, here’s an easy way to remind yourself of some important selling basics: Just remember the five R’s. These R’s – research, risk, respect, response and repeat – play a vitally important role in your ability to find and sell new customers and keep the ones you already have. Make all five part of your selling routine to put you on the right track to greater sales.

RESEARCH

The more you know about your customers and their businesses, the more prepared you’ll be to sell to them and provide terrific service afterward. Research can also show you where to find new prospects and untapped markets. Take advantage of your company library or your local public library. Consult books and periodicals on any or all of these topics: computers/automation, selling skills, your industry, your customers’ industry or businesses, and potential target markets. Set a weekly minimum of research time to spend looking for new prospects and staying up-to-date on developments within the business world and your industry.

RISK

For many people risk bears a negative connotation, but without it we severely limit our success potential. Risk is an inherent part of selling – sometimes you win, sometimes you lose, but for salespeople who are willing to work hard and step out their comfort zones, the highs usually outnumber the lows. Don’t be afraid to take calculated risks. If you feel very apprehensive or uncertain, consult your manager for advice. Assess the possible consequences of the risk and weigh potential gains against potential losses. Remember: Even when a risk doesn’t pay off, you’re usually a smarter, better salesperson for having taken it.

RESPECT

Your customers have different businesses, problems, needs and goals. If you respect those differences you’ll do a better job of customizing your products and services to meet their individual needs. As you sell to new customers and serve the ones you already have, bear in mind the different time frames they work on, the different demands they must meet and the different needs they’re counting on you to fill. As you look for new business, remember to respect your relationships with existing customers instead of taking them for granted. Remember that one loyal repeat customer is often worth a handful of new prospects.

RESPONSE

Your ability to respond to your prospects’ questions, needs and objections will determine when and if you’ll close the sale. Be prepared to answer questions and objections quickly and thoroughly. Tailor your presentations to meet the individual needs of each prospect. When they leave messages with you, return their calls the same day. If they ask a question you can’t answer immediately, get an answer and call your prospect with it as quickly as possible. Do the same for your present customers. If they know they can count on you to respond quickly to their questions and requests, they may offer you their business for a long, long time to come. The quality of your response reflects the value you place on your prospects and customers.

REPEAT

If new prospects are bricks with which you build your success, your repeat customers are the foundation. It often takes a lot more time, money and effort to win a new customer than it does to retain an old one, so don’t take repeat business for granted. Ask your customers regularly for feedback on your performance and for suggestions on how you can meet their needs more effectively. Tell them how much you value their business and how important it is to you that they’re completely satisfied with your product or service. Take good care of your customers today for more repeat business tomorrow.

Each of the five Rs teaches an important lesson about what it takes to achieve professional salesperson status. Incorporate them into your daily routine to make them a permanent and productive part of your selling strategy. As a master of these techniques you’ll enjoy an advantage over other salespeople and gain a head start on the path to sales success.