What is your image of a salesperson? It is okay, you are not going to insult anyone - we know. Even those in sales will tell you that they have a dislike for salespeople; but, products and services need to be marketed and sold. It is a dirty job, but... As long as there is a demand, there will be those providing a supply.
I believe salespeople are disheartened by their reputation, but they can actually use the widely accepted negative connotation in their own favor. How are they going to do it? By being everything the stereotype is not.
The following tips and suggestions are for those who work in sales. For those who are in the business and seek to eradicate the stereotypes, I suggest using the following approaches:
It may sound flaky to some, but your attitude creates the world around you. People are very astute to the attitude of others, and if your attitude is poor, you will not sell anything. Positivity will create an atmosphere to potentially make a sale because the buyer will feel more comfortable and accepting. It is very easy to let "small things" change your attitude and lose a positive vision. It is something that constantly needs to be worked on and acknowledged.
It becomes difficult to be a critic yourself when your livelihood is contingent on your level of sales, but you truly need to believe in your product and/or service to sell. Knowing that you can actually help the consumer with your product/service will promote sales. Believing in your product will inspire the buyer to believe in you. There may be times when a facet of a service or a certain product does not meet your own approval; it will make it very difficult to sell something that is not met with your confidence.
A good salesperson will know their product, the industry, trends, competitors, etc. in their entirety. Knowing the product and relevant information will make it easier to talk in a more objective way about them. A salesperson must acquire a sense of credibility from their buyer. This doesn't mean that you will always have all the answers, but you can direct the buyer as to where the answer may be discovered or research the answer for them.
Always be sincere with your customers. Addressing this aspect will differ if you are an owner or a worker; but, think about how likely your conversion of sales will be in relation to your needs. Don't put yourself in a position where you become desperate. Desperation will breed the negative traits of sales and will force a salesperson to engage in faulty actions and logic. If you are in a position that requires you to make a certain number of sales in a given period (though that number is not always attainable), perhaps reevaluate your position.
Make helping the buyer the focal point rather than making a sale. This may mean that your product will not be the best fit for the customer, but they will respect you for your unbiased evaluation and may come back another time or refer others to your business. Positive word-of-mouth trumps any advertising campaign.
Unfortunately, this may not be favored by all bosses or salespeople, but think of your self as a source of information for the consumer. Let them know all of the information associated with the product or service and let them make a choice on what to do with that knowledge. This will create a different dynamic between you and the consumer. The consumer will appreciate being addressed in an impartial manner.
Most salespeople will get anxious about making a sale and be in the mindset that a sale must happen then and now. Inform your customer of the product and their options, and let them make the decision. You may not make the sale that day, but if you have informed them to your greatest capacity and there is a need, they will eventually make a purchase. They may go visit five other salespeople all trying to "make the sale" that day and will remember and appreciate your objectivity.
Some customers may not be looking to make a purchase. If you get the sense that this is the case, courteously help the consumer to your abilities, but keep in mind that there may be a seriously interested customer close by that can use your attention too.
If it looks as if your product or service will not meet the customer's needs, then tell them. Yes, it will mean that you will not make a sale, but the customer will respect your honesty and they will remember it. They may return to make a different purchase and/or refer you to a friend who is seeking a product or service.
The more a salesperson knows their product, the more questions they can ask the consumer to help them make a decision. For larger purchases, it is recommended to take notes and to later confer with the consumer if the information is correct or has changed.
Part of the salesperson stereotype comes from the fast-talker who does not let the customer get a word in at all. Most of the talking is to be done by the consumer so you can better inform them of their options.
A big reason salespeople have garnered their bad reputation is because they are not straight forward. Tell the consumer like it is as far as you know it. Answer a direct question with a direct response; you will be respected for this.
The entire sales process from beginning to end should be met with honor and dignity. It would be unfortunate to be objective with the customer through the motions of the sale only to end up making them feel in the end that your objective demeanor was all a sales ploy to begin with. There is no need for a closing. Inform the customer about the product, let them know of their options and your recommendations, and then let them make the close.
How to Sell Without Being a Salesperson - To learn more about this author, visit Ken Wisnefski's Website.
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Ken Wisnefski
(Visit Ken's Website)
Wisnefski launched VendorSeek.
com in 2002 out of Mt. Laurel, N.J.
He spent years in the business industry
before formulating plans for his unique
business. After spending valuable time
locating and evaluating vendors during a
project, he became inspired to start a
business that delivered qualified vendors
to buyers and generated quality leads to
vendors. Since its inception, VendorSeek
has attracted continued business and
success. Their business consists of over
7,000 pre-qualified vendors offering
services for over 150 categories.
VendorSeek prides itself in providing
expert information on business topics.
The site's Industry Experts section
delivers resourceful intelligence from
VendorSeek's knowledgeable staff and their
contributing vendors.
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