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You're either in sales or you're not.
There's no getting around that — some people are born to sell; some aren't.
I fall in the second camp. Selling, to me, has always brought forth conflicted emotions — obviously, it's about making money, but it's also about filling a need.
As I've transitioned from doing more of the day-to-day content production to meeting, planning and executing on bigger Web projects, I've had to pick up a few sales best practices.
Here's what you can learn from the salespeople you work with.
Act Social, Even if You Aren't
You need to be social to survive in sales. If you're an introvert, look for another line of work.
The easiest way to get someone to buy something from you is to be social with them. When was the last time you opened up your wallet for a significant purchase from a complete stranger?
Even if you're not friends with potential customers, you have to know them. Never eat alone. Network all the time. Go to local events and meetups.
If you don't know your customer, you can't sell to them.
It's All About the Customer
If your customer needs a hammer, you can't sell them a screwdriver.
When you can identify their needs, you can develop an offer that solves their problems. Sometimes, you're not going to have exactly what they need. That's just life.
A good salesperson can determine what the customer wants and package a solution that works. When that works, it opens up a lot of doors for you. The customer know trusts you to offer products that solve his goals.
After the initial sale, you have the opportunity to come back and sell them more. This is where you develop repeat business and can make the sale on higher margin products.
You Need to Believe in the Product
You cannot sell a product you don't believe in. If it doesn't work the way it should or doesn't fit what the customer is looking for, it's not the right product.
The reason passionistas are so important to sales efforts is that the truly believe in the product and let everyone know about it.
If you aren't excited about your product, how is the customer going to be?
Why This Matters To You
If you're not in sales, you might not care what they're doing. But you should.
At a certain level, salespeople are your product evangelists. They're out there shouting the praises of you and what you do. Yeah, they're getting a commission on it, but they're working to expand your presence and notoriety.
When you're developing a product, you need to understand what your salespeople need in order to do their jobs. Think of them as your customers — you have to convince them that it's worth their time to promote your product.
While not every salesperson is going to be an evangelist for you, the good ones are. They're excited, they believe in what you're doing, and they want to help you do it.
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Comments
12.11.08
I like this post a lot, Jason! You hit on many very important characteristics of effective, relationship-based, customer-focused selling. I think many people don't quite realize how much of an art selling really is.
I would also add to this list "An Intense Desire to Learn." At the rate new products and services are developed in many industries, most of us spend a great deal of time studying informational websites, training manuals, and actually tinkering with the products ourselves.
Additionally, if you want to be successful in sales, being outgoing and social is not going to get you too far; you will do okay, but not great. The best salespeople spend a good deal of time reading books and listening to CD's full of tactics and approaches from the sales greats. Selling really is a never-ending learning process. But it is one I, and many other salespeople, don't mind being a part of.
12.11.08
Thanks David!
What books and CDs do you use?
12.11.08
Thanks for the link Jason! I really appreciate it! Great post!
12.12.08
I personally like the Sales Bible, by Jeffrey Gitomer. He gets a little repetitive at times, as many business authors do, but it has some very insightful information and techniques.
12.15.08
This is a great summary of Sales 101. I've held a sales job ever since I graduated from high school. I now work at a desk, but I can say confidently that every role a person plays in society involves some sort of selling. When I design a publicity campaign, I have to sell it to my co-workers and my boss. When I develop business partnerships, I have to sell them on my project. When I go for an interview, I have to sell myself.
I disagree that you have to be an intense extrovert to succeed in sales. You just need to be approachable, natural, and believable. I know plenty of great salespeople who can convey those qualities well without being a stereotype.
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