What makes a salesperson good or successful?

25Sep/050

What makes a salesperson good or successful?

One of my first professional jobs was selling long distance and telecommunication services. I was young, inexperienced and had a naive view of the world. Back in the day alternative long distance was usually accompanied by a code you dialed before the long distance call. This code would tell the LEC's switch to either bill to or move the call to an ILEC network.

Being excited about this job, I had thought that simply showing people the cost savings would be enough to be a successful salesperson. I was wrong. Boy, was I wrong.

What I realized in the first month is that a successful salesperson isn't about offering a better priced, featured or compatible product. It's about relationships. I drank the Tom Hopkins kool aid and learned everything I could about being a successful salesperson. Was I the best? Not by a long shot, but I did well enough. The one thing that the Tom Hopkins book beat you over the head with was to find a need in your prospect. The key was finding those needs. I can remember cold calling door to door downtown on blustery winter days trying to ascertain needs. I convinced myself that every business that had a phone needed my product. (On a side note, the Tom Hopkins books were well written and included great information for those in sales. As with most everything in life, it's how you use that matters.)

With sales tricks in hand I proceeded to sell long distance, but I couldn't crack into the telecommunications products such as T1s. I knew the information, could identify a business that needed the product, but I couldn't make a sale to save my life.

One day the sales manager asked me to go to lunch with him. I've long forgotten his name, but I believe it was Dennis. Dennis was a master salesman, and like many before him, was promoted to sales manager. For the life of me I have no idea why organizations take their top performers out of the business line and make them management.

Dennis and I didn't go to lunch, but we made a stop in a business park in the suburbs. We walked into a business that looked like the dozens you see lining the generic parks with names like ABC Supply, Smith Engineering and Jones Service. Expecting to see office furniture I was shocked to see a showroom floor of clothing. We had entered a small, exclusive men's clothier.

That afternoon Dennis purchased over a thousand dollars worth of clothes while chatting about everything under the sun with the clothing salesperson. Their conversation revolved around raising kids and the challenges that come along. To me, a young man and childless, this meant nothing. When we got to the car Dennis asked me what I thought. I told him he was nuts for spending so much on clothes, he laughed.

Over the next five minutes Dennis explained why he bought from that salesperson. He explained the bond that existed between them and how the salesperson cared about Dennis' interests to the point where they had become common interests.

Ben Stein says something similar in an article for the New York Times. Mr. Stein says:

All of these salesmen and saleswomen have been friends to me, have listened to what I wanted and needed, and aligned their interests with mine

While I am no longer a salesman, I am expected to sell projects, ideas and commitment to our customers all the time. The advice Dennis gave me years ago has served me well. Take a genuine interest in your prospect's needs and listen.