Your Attitude Makes the Difference

Click here to view a video on professional selling skills

While a variety of methods and techniques exist in selling, truly effective sales persuasion is based on the salesperson’s attitude toward the sales job and customers. The most important element of this attitude is the salesperson’s degree of interest and enthusiasm in helping people to fulfil their needs. This is the foundation for building effective communication techniques. Enthusiasm is a condition in which an individual is filled with excitement toward something. Excitement does not mean an aggressive attitude, but rather a positive view towards solving the customer’s problems.

Sell yourself on being “yourself” and on being “a salesperson”. The highly-successful salesperson goes all out to help customers. Strive to make the buyer feel important. Show the buyer that you are there solely as a problem-solver. Do this by developing methods of expressing true interest such as asking questions instead of talking at the buyer. This attitude will benefit you by allowing you to look at the sales situation from the buyer’s viewpoint (empathy).

Salespeople who have established credibility with their customers through continued empathy, willingness to listen to specific needs, and continued enthusiasm toward their work and customers’ business can make claims that they treat their customers as “royalty” in some cases. Enthusiasm improves a salesperson’s persuasive ability.

It is important for the salesperson to demonstrate the following behaviours:

• Willingness to go to bat for the buyer within the supplier’s firm.
• Thoroughness and follow-through after the sale.
• Knowledge of the firm’s product line.
• Market knowledge and willingness to “keep the buyer informed”.
• Imagination in applying one’s products to the buyer’s needs.
• Knowledge of the buyer’s product line.
• Preparation for sales call.
• Regularity of sales calls.
• Diplomacy in dealing with operating departments.
• Technical education – knowledge of specifications and applications.

Clients buying from salespeople do not like salespeople demonstrating the following behaviour:

Lack of Product Knowledge: Salespeople must know their product line as well as the buyer’s line, or nothing productive can occur.

Time Wasting: Unannounced sales visits are a nuisance. When salespeople start droning about golf or grandchildren, more time is wasted.

Poor Planning:  A routine sale call must be preceded by some homework – see if it’s necessary.

Pushiness: This includes prying to find out a competitor’s prices, an overwhelming attitude, and backdoor selling.

Lack of Dependability: Failure to stand behind the product, keep communications clear, and honour promises.

Unprofessional Conduct: Knocking competitors down, drinking excessively at a business lunch, sloppy dress, and poor taste aren’t professional.

Unlimited Optimism: Honesty is preferred to the hallmark of the good news bearers who promise anything to get an order. Never promise more than you can deliver.