PROFESSIONALISM IN SALES, SELLING AND CLOSING
When it comes to Sales Professionals, very little is generally ever said about these, the ELITE of selling, mainly because they are in the top 1% of money earners in any country and their “secrets” are hard to get hold of. Yet, I have not found this to be the case.
Over the years, every PROFESSIONAL SUPERSELLER I have ever met (or worked with) has been more than willing to help, advise and to answer any question I had put to them. On the other hand, because of their profess
ionalism, I also understand that they can be selective as to whom they help. On one occasion, one told me, “Why should I help them, when all they want to do is gather information and on most cases never even try it out? How will they ever know if it will work for them?” Another stated that “At best, some people show off new information to their peers, but never get around to using it themselves.”
These statements are sad, but true. I only pray that the contents of this book are not dealt with in the same manner.
THIS IS WHAT I BELIEVE ABOUT PROFESSIONALISM, AND THIS IS WHY
The professional seller is a person who others perceive to be a top class executive, a true specialist. You can spot these professionals the minute they walk through the door. They are well-groomed, radiate warmth and project an image of confidence. They know what they are doing, and where they are going – but more importantly, others sense they know how they are going to get there. They have a special pride about them – pride in the way they look, dress and conduct themselves, and they are proud of the product or service they represent.
Professionals are not pushy, but not low-keyed either. They are self-assured, amicable, logical and courteous to all they embrace, and seem to know instinctively how people will respond to them. And of course, they are always positive in their mannerisms. Professionals give all people, no matter what level they have achieved, credit for their intelligence, and in turn willingly receive the respect of others for their intelligence.
Their strength and ability to control is easily recognised by all they come into contact with, and through this generate an aura of importance, and command immediate notice just by their sheer presence.
A TIME TO RETHINK YOUR ATTITUDES
Rethink your attitudes on appearance, dress and grooming – then as your pride in yourself and your professions grows so will the pride in the product and service that you sell. People notice this, and are impressed by it. You must practise the task of becoming more confident until you radiate confidence without being conscious of it. People are moved more by your beliefs, convictions and the confidence you have in yourself, your product and your service, than by any other selling tool at your disposal.
How often have you heard people say, “I used to sell, but I wasn’t pushy enough”? Professionals don’t push, don’t hard-sell but quietly, warmly and professionally lead people to want to buy. Most good salespeople are considered low-key in their total selling presentation.
So – slow down, slow down in your mannerisms, slow down in your speech, and even slow down in your presentation. This will produce warmth, help you and your client relax more, and take most of the pressure off your selling delivery and presentation. But in your quest to slow things down, remember to be aware that you should increase your natural enthusiasm in your product or service.
This isn’t that hard to do. The more you learn about what you are selling, the more enthusiastic you will become. Then, when you learn to sell the benefits the customer will get after, not before, they buy your product or service, your self assurance will improve. But don’t fall into the trap of only looking towards your own self- confidence so that you may enhance your income.
LEARN TO SERVE YOUR CUSTOMERS
By serving your customer’s wants first and always, your self-confidence will grow. Your income will automatically improve, and if you get rich in the process, there is absolutely nothing wrong with that. Just think of it as a just reward for the greater skills you have acquired.
LEARN TO GIVE
Give people credit for their intelligence, and they will be morally bound to give you credit for yours. And by extending courtesy at all times, people will respond. Your presentation will improve, and you will be listened to more thoroughly. In turn, you will be considered more amicable and logical when you put your client’s interests above yours.
SALESPEOPLE ARE THE BACKBONE OF THIS NATION
Statistically, almost one in every five people in Australia are directly associated with the selling profession. It would also be fair to say that the remainder of the work force is associated in sales indirectly.
Nothing would ever be manufactured or sold if it wasn’t for salespeople. Yet only one in every hundred of all the people in the selling profession is a true professional achieving very high rewards for his or her talents. I’m talking about the people who are in the top 1% of the income earners.
SALESPEOPLE IMPROVE ECONOMIES
Naturally there is room for improvement. The more any salesperson sells, the better the economy. By selling more, more work is created, more raw materials are needed, and the workforce in turn would be in a better position to buy goods. Their income would improve in direct proportion to their productivity. And as the demand for goods grows, more of the one item is produced which in turn increases output and contains costs.
In essence, if the standard of salesmanship improved only by a few percent each year, our lives would be far more enriched by it. Economies only falter if business houses are afraid to invest and grow. The seller is the only tool that can sway a decision from the negative to the positive.
WE ALL LIVE WITH SELF-IMPOSED FEAR
However, without fully realising their dilemma, almost every person lives within self-imposed limitations governed by fear. Without fear, we would not have a need for security. We fear loss of income, loss of emotional stability, disasters, ill-health, risks, gambles, and bad decision making. If one looked at the situation more realistically, the list would be endless.
Naturally, each of us reacts differently to fear. Some even thrive on it and are motivated by fear. The salesperson is the best example of an individual who thrives on (and is highly motivated by) fear – the fear of failure.
PROFESSIONALS ARE FEARED TOO
And yet the professional seller is the most feared individual in our society. They are usually considered the “smooth-talking tool” that helps others decide on what they really wanted to do in the first place, but were too afraid to make the decision on their own.
AND THE REWARDS CAN BE OVERLOOKED
The salesperson is possibly the least rewarded individual of all by society as well. When he has helped others make a bad decision, he is branded a confidence trickster. However, when he helps them make a good decision, ironically it becomes their decision only.
The salesperson has only presented the facts in their eyes. Yet he or she is human too (just like the rest of society), but with one noticeable difference. They have learned to overcome the fear of the unknown – they live with it countless times each day. Every time they make a call they put their future and security on the line. Naturally they cannot afford to fail too often.
SALES IS A TRULY NOBLE PROFESSION
Now let’s not present any misrepresentations about salespeople. They too suffer from fear, but have the guts to go out there and work the never before tried marketplace; develop a new concept; succeed where lesser people have failed before them; and then stand up for their convictions and beliefs – even if the odds are stacked up against them. Perhaps the world would be a better place to live in if more people took a leap or two from the handbook a salesperson lives by.
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This Article is by Peter Collins – In a sales career spanning more than 52 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers and business consulting. He has also only worked with 2 Multi-Nationals and is in the Hall of Fame in both. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author (Selling over 2 million Books), and has 65 Business Books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
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