Slime-Free Sales

When talking to people all over the U.S., we have found that the term "salesperson" generates many  associations. A few of the most common are: pushy, high pressure, dishonest, huckster, hard sell, and, well, it deteriorates from there. The answers are quite different when we ask for a description of a “professional salesperson.” Then we hear responses that are a big improvement: thorough, honest, friendly, polite, competent, and sincere. 

So what can you do to develop the qualities of a professional? The answer is simple, although not always easy. The first step is knowledge: becoming aware of the qualities of a professional. The second step is action: making a commitment to apply this knowledge and follow through with your commitment to being professional. 

Let’s consider four key traits that will make your contact with a client more likely to result in a long-term business relationship.

In all sales positions, the company has an obligation to educate you about the specific product you are selling. The company operations manuals will provide you with technical skills and product knowledge. This knowledge, however, rarely goes beyond that which is required to competently describe the product to a client. 

We recommend that you set aside time on a regular basis during which you can deepen your knowledge and, hopefully, your enthusiasm and love of your field. 

That way, if someone were to say to you, “Tell me about what you do,” you could give him or her an interesting, in-depth explanation of your career. Think about selling in the same way. Perhaps you think that knowing the history or theory of your industry is not necessary for day-to-day selling. However, an increase in knowledge brings an increase in confidence and authority. The result: longer-lasting client relationships and more sales. 

It’s also important to develop your ability to discuss a broad spectrum of subjects. Having depth of knowledge in your specific field without knowledge in a wide variety of topics puts an automatic limit on the number of people whom you can relate to, and who can relate to you. This is a serious handicap for a salesperson. 

A fast, concise, and convenient way to know what’s  going on in the world is to follow a variety of online news sources and subscribe to magazines that will expose you to science, politics, the arts, international affairs, etc. It is not necessary for you to have an opinion on all the issues but, being informed on them and keeping up-to-date by at least scanning a good daily newspaper will expand your conversational effectiveness.  

It is totally impossible to be a top seller in your field without a contagious sense of enthusiasm. Enthusiasm shows the client that you are sold on the product. Your genuine enthusiasm, combined with solid eye contact and your overall sincerity, will also tell your client that you’re an honest person. This will motivate them to establish or continue a business relationship with you.

Professionalism is both a state of mind and the way in which you conduct yourself. It is both what you do and how you do it. There are many highly paid corporate incompetents and at the same time, many professional volunteers in every field. Taking pride in yourself and what you do is the seed from which professionalism grows. It’s the natural consequence of developing the other traits that we mentioned and vice versa.