In Search of Success

While many salespeople are merely content to get by, others are determined to get ahead. If you fall into the latter category, four attributes – integrity, personality, relationship savvy and ability – can help ensure that you’re never mistaken for average. To distinguish yourself from the rest of the selling masses, make sure you have each one in full measure. As a result, you can enjoy success that’s anything but ordinary.

Integrity – In many ways, customers who buy from you put themselves at your mercy. You can choose to keep or break your promises, and the quality of your product and performance can make or break that of your buyers. Your integrity may be their best insurance against a bad buying decision. To earn their trust and show them you intend to do your best for them, set your needs aside and make their emotional comfort your top priority. Provide accurate, thorough information, then give them the time they need to buy with confidence. Open-ended questions and careful listening will help you analyze their needs accurately, showing them you care and truly want to help. Establish a track record of honesty and service with your current buyers, then ask for testimonials you can use to reassure new ones. Communicate openly and often with your customers, and encourage them to do the same with you. Chances are, you will find success much more satisfying knowing you achieved it honestly.

Personality – Sales superstars encompass a wide range of personality types, but certain character traits give you a definite edge. Self-confidence, for instance, makes rejection easier to take, and the ability to analyze situations objectively helps you learn from mistakes instead of dwelling on them. Read inspiring literature to bring out your optimistic side, and when it comes to greeting or starting conversations with others, make the first move – nothing ventured, nothing gained. If you are usually shy or reserved, “fake it till you make it” – choose an outgoing, friendly person to emulate until reaching out to others feels more natural. Think about people who make you feel at ease and why, then modify your approach to have the same effect on your buyers. Also, remember that prospects often warm to salespeople like themselves, so include elements of your buyer’s personality in your sales approach. Finally, instead of pretending to be someone you aren’t, make real, lasting, positive personality changes that benefit you and your buyers.

Relationship savvy – No man is an island, and those who build bridges with others may see their ship come in sooner. You can climb the success ladder at your own pace, but a network of business contacts should hasten your progress. People are gold mines of information and opportunity, so instead of waiting to be introduced to them, pursue them on your own. Before company parties or industry conventions, make a list of important attendees and select from it persons with whom you would like to exchange ideas, information or just a few friendly words. Find out what you can do for them before you expect anything from them. To make a good first impression, polish your conversational skills, and carry a mental list of relevant discussion topics. As you start new relationships, nurture the ones you have. Regular calls and visits will let established customers know you haven’t forgotten them.

Ability – Success in any profession requires ability. Some may take to selling and its related skills more “naturally” than others, but the right instruction and motivation can make a winner out of almost anyone. You will need training at intervals throughout your career, so view learning as an ongoing process. In addition to monthly or quarterly sales figures, keep track of the number of calls you make, appointments you set, your closing ratio, etc., and analyze the numbers to find out what skills you should polish. For example, if your performance tracking shows you are closing more than ever but setting fewer appointments, you may need call reluctance or prospecting training. To make sure you don’t hit a plateau, set goals for yourself and raise your standard of performance when you reach them. Also, compete with other salespeople to ensure continuous improvement. Study your customers and their businesses closely so you benefit by selling with knowledge as well as skill.

In some ways, sales is like cooking – you must combine all the right ingredients in the right amounts to get the results you want. Even if only one or two of the four critical components comes naturally to you, remember that each one serves an important purpose and all four are prerequisites for long-term prosperity. When you can sell with integrity and personality and develop your relationships and ability, you hold the key to unprecedented success.