My life has been wrapped up in selling from the time I started my career with Time, Inc. in the early fifties and then during the intervening years I was associated with other publishing companies before I was asked to be the Publisher of Modern Healthcare in 1976.
I had established a reputation of being able to turn around magazines that were having salesproblems and, consequently, a number of publishing companies hired me to do just that. Of course along the way I gained a great deal of experience and learned what it takes to be successful in selling.
The basics of selling aren't much different today than they were when I first started in the business. The reason I chose selling as a career is because my father had been a successful salesman with the Cribben & Sexton Company manufacturers of Universal Gas Ranges right here in Chicago. I not only loved my dad but always enjoyed the times he took me to visit his clients in the territory he covered. I was four years old when my mother died of tuberculosis. My father asked her parents, who were residents of Huntington, W.Va., to take care of me for a couple of years, which they did. I will always remember the times my dad took me with him on his visits to see his customers. Everyone welcomed my dad and when he entered a store, all the floor salesmen would greet him with a big smile and handshake. So to make a long story short, after receiving my college degree, tour of military service and some advance schooling, I was ready to look for a job. I just didn't know what I wanted to do! It took me a while to get my bearings, but in the end I decided on a selling career. It was the smartest thing I’ve ever done.
Selling is definitely not for everyone. I've watched some people who come into selling because they think the money is good and there is a lot of excitement. However, it doesn't take long before reality takes over and they see that selling is a rough and tough business requiring exceptional self-discipline, courage and endless energy and exuberance. There are the mediocre hotel rooms, days-on-end travelling, belligerent customers and always the boss who keeps pushing you to do better. But the kicker of them all is the fact that you will encounter a customer saying "yes" only occasionally. As a matter-of-fact, the no ratio is about 80 to 1. Think of that and what it takes to handle the rejection that's out there. It takes a strong individual to endure those no’s and keep pushing ahead to get more yeses. That takes a special person to do so and succeed in the selling profession. Competition is everywhere and some of it is sleazy and mean. You may even encounter personal attacks from your competitors, as well as your clients. But every sales person worth their salt pays the price, keep working hard and succeed.
Consequently, over the years I have witnessed what traits seem to work the best. These are usually employed by all the top salesmen I have had the privilege of working with. So, here goes my list of what it takes to enjoy success no matter what you are selling.
1. Attitude- Most of the great sales people I've worked with have positive attitudes. They enjoy selling and don't mind telling you they do. To say their attitudes are positive would be an understatement. They are positive in everything they do from writing a letter, sending an e-mail or texting a client to making a phone call and they convey their positive attitude to their colleagues.
2. Energy- Successful sales people have incredible amounts of energy. The 9 to 5 syndrome is not in their vernacular. To them every minute counts and during business hours they conduct business and don't sit around writing reports during selling hours. They are focused and they are determined to make the next sale. Most sales people today take care of their health with exercise, good sleep and healthy habits. Anything other than that kind of behavior usually determines your future success.
3. Follow-up and promises- Always but always, follow-up with a customer after you have made a call, whether it be a personal call, a phone call or a sent e-mail. A solid follow-up is absolutely essential to success; and, of course, if you have promised a client anything, follow-up immediately. Don't waste any time!
4. Personal Calls- The more personal calls you make the more success you will enjoy. I'm talking about seeing your clients face-to-face. Don't rely on an e-mail to do your job or send a text message. That's OK after you have made a personal call, but personal calls are what selling is all about, no matter how sophisticated selling has become. Don't rely on any other form of communication to do the job of closing a sale but the personal, face-to-face handshake.
5. Letters- Seems almost silly these days. So "old school" and so "fiftyish" but every successful sales person I know sits down as often as they can and writes handwritten letters to their clients thanking them for their business, to congratulate them on a promotion or whatever. But personal handwritten letters are a must if you really want to "soar with the eagles." Those letters will set you apart from all your competitors and give you success.
6. Homework- Do everything you can to know everything there is to know about your clients. There's plenty of ways to get the information today, whether its "google" or promotional materials sent out by your clients. But get it and make sure you know what you’re talking about when you talk to your customers. They will appreciate your intellect and your knowledge about the business they are in.
7. Dress- Always dress up when you are with a client. Look and act like a professional. Forget about casual dress and act and feel sharp. Remember, selling is a business and if you are selling something you should look like a business person.
8. Good manners- Good manners will set you apart from most of your peers. Ladies and gentlemen always make an impression on clients. Somehow we have lost our grace and good manners but if you want to be successful, you better practice good manners whenever you are with a customer or with your colleagues.
9. Inside sell- Great sales people I know make a point of getting to know all the people who support them. Remember, there are a lot of people who support you so you can make a sales call on a client. Make sure you tell them how important they are to you and never take them for granted.
10. Presentations- Learn right now how to make a presentation, whether it’s to one person, a roomful or to hundreds. Practice doing it so you can perfect a style and stand out from your competitors and even your peers. Practice at home, in the office but do it until you become proficient at doing the right way. There are plenty of books on the subject of how to make a "WOW" presentation. Work at it and set yourself apart from everybody.
I hope these tips help every one of you to be the success you deserve. If you do follow these rules, I guarantee you success beyond your dreams. In short, make your dreams come true!