By carefully studying the attributes and techniques used by successful sales representatives from a cross-section of industries and professions, you can determine what it really takes to sell your products or services, maintain high quality customer or client relationships, and upgrade your organization's present base of business. Once you really understand the motivation and methods used by top sales professionals, you will be in a better position to consistently generate more sales for your firm or company.
Findings from the daily sales activities at The Selling Edge®, Inc., and extensive research by others into successful sales promotions, have identified three underlying attributes or success factors that assist top sales professionals in building and maintaining a profitable customer or client base. As you set out to attract new business and increase the profitability of those customers or clients you presently serve, these three factors must become the foundation on which you build every promotional activity.
I. EFFECTIVE COMMUNICATIONS
Developing effective and consistent two-way communication skills is the first component in establishing and maintaining a selling edge and developing long-term customer or client relationships. It is accomplished through practice and constant exchange of thoughts, feelings, and reactions with those customers, clients or prospects who have a distinct need and ability to acquire the products or services that you provide.
A prospect's or customer's thoughts and feelings can easily be discerned by talking to him--asking open-ended questions and really listening to what he has to say about his family, background, employment, goals, hobbies, and interests. Then you can use what you have learned to create a long-term, mutually profitable working relationship.
II. ACHIEVEMENT DRIVE
The right attitude--a strong, overpowering will to succeed (success motivation) is the second key to achieving consistent sales. Studies show that top sales people from every field of endeavor have more desire to achieve than the vast majority of their peers. They also gain personal satisfaction in helping other people make sound buying decisions. This gives them the energy, stamina, enthusiasm, and compelling motivation to attain the edge that produces higher rates of sales and high quality customer service levels.
To successfully sell your products or services, you need to develop a strong desire to succeed. Our research reveals that success motivation can be learned and heightened with a positive attitude about yourself, your products, and services through creative mental imagery, and by developing specific, written sales and promotional goals.
III. DAILY PLANNING AND PERSONAL MANAGEMENT
“The mere possession of selling techniques does little to insure success. It is the person's attitude and work habits that are important.”
Dr. Richard H. Buskirk
Associate Professor of Marketing
University of Colorado
The third concept to be mastered, if you are to achieve success in selling, lies in your ability to schedule your time wisely and work effectively during the periods you allocate to your sales promotional activities. Major studies have conclusively demonstrated that sales professionals are successful not because of any special or unique selling techniques they use or a sales personality, but they succeed because of the positive disciplined approach they bring to their work.
Three Keys To Attracting And Retaining Customers Or Clients - To learn more about this author, visit Virden Thornton's Website.
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Virden Thornton
(Visit Virden's Website)
VIRDEN J. THORNTON is the founder and
President of The $elling Edge®, Inc. a 23
year old firm specializing in sales,
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management training and development.
Clients have included Sears Optical,
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