Over the past three decades in the professional
audio industry I studied sales people and sales professionals. Yes, there’s a difference.
It started out as a curiosity for me until customer asked me why I never asked
for an order. I thought that was an odd question coming from a customer, albeit
we were good friends and he was even my previous employer so I guess I thought
that I didn’t need to ask for an order that the business would just come.
That single question started me on a journey that
continues to this day. As they say, it’s not the destination, but the journey
that counts.
In my early 20s I thought I was a good salesperson,
but in truth I was a good product specialist. I knew all about the gear. I knew
what worked together and why, and I thought that by knowing all the details, I
could help my customers by pointing them to the right product. Asking for the
order seemed like something used car salesmen did.
That question made me evaluate how I was selling. I
took sales training courses and sought out the sales leaders in my industry for
advice. And I learned a lot. In this blog, I’ll share my experiences, directing
you to others in the industry that helpful insights into becoming a professional
salesperson.
So what is a professional salesperson?
A professional salesperson helps a customer to buy
now and wear well. This I learned from MaxSacks International. Roy Chitwood taught me this and it’s
the truest thing I know about sales.
Wearing well is selling the customer what they need,
not just what they want.
For instance, a prospect may have the money wants to
purchase a higher end model of yours, but it’s the wrong product for his
temporary or trial project. You may need to convince them that the extra
features are an inappropriate use of their capital. On the other hand, if they
are not willing to spend enough for a product to fulfill its mission, you may have
to let them waste their money with another vendor.
It’s very hard to be honest with a prospect when
your product provides too many features for their current requirements, and
sales managers get angry when you recommend a solution your company doesn’t
provide. However it is usually the right thing to do. Customers will often come
back to you when it’s time for them to upgrade, even if the competitor has a
competing model. You have established trust and integrity. Customers sense
this. Customers do business with people they know, like, and trust.
Giving up the short term gain for a long term
relationship is a solid business practice that is much easier said than done,
but it distinguishes professional sales people from just sales people. Almost
every time I have given in to the short term gain, I regretted it. Find your integrity. Stick with it, enjoy it,
and be proud of doing the right thing!
What do you think makes a salesperson a
professional?
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