How Sales Professionals Forget That Sales Are Personal Yet Cannot Be Personal

Do you want to increase sales? Have you tried various marketing techniques from direct mail to cold calling to referrals? Yet, your sales are not where they need to be are they? Why not? Have you considered that the thoughts you have might be keeping your from sales success? Let me explain.

When talking with a sales manager in manufacturing, he shared that his top salespeople, who is direct and a very good sales professional when it comes to achieving sales goals, has a tendency to become frustrated with the young MBAs and inexperienced buyers. More often than note, he will share that this so and so is fool, idiot (his words are actually far more blunt).

The Sales Manager replies, Yes, I know that so and so is an idiot, but we must remember he is our idiot. We must do the best we can no matter how stupid some of the contacts within the organization are.

This Sales Manager truly understood that customers sometimes can be idiots, but this is part of the customer relationship process. He is not allowing those negative personal thoughts to control his personal behavior.

How often when salespeople are attending business networking events or actually meeting with customers, their internal thoughts are being projected externally. Maybe these fine folk think that they can keep their personal thoughts under control, but they are quite wrong. Sales Coaching Tip: Your unconscious beliefs affect your sales skills and your ability to increase sales.

Sales is a personal business. For sales professionals are attempting to take the money out of their clients’ pockets and put it into the company that they are representing as well as into their own pockets.

So how does one keep the sales process personal, but not personal? This starts with your values statement that identifies key non-negotiable behaviors that you and the rest of the organization will demonstrate 24/7.

Next, return to your target market within your marketing action plan. Have you clearly identified those companies that you would like as clients or customers?

If you have some accounts that have the idiot factor, determine if you truly need the sales from these businesses. If so, they make sure that the salespeople understand how to behave around this account and what sales skills are the most effective.

Keeping sales personal and yet not personal is a balancing act especially during down economic times when the competition is knocking on your customers’ doors. However, remember that idiot customer can be highly profitable and all he or she may require is a little extra tender and personal care.


SMB coach, sales and organizational culture authority, Leanne Hoagland-Smith is the People and Process problem solver for forward thinking leadership who want to dramatically improve their business and sales results. What this looks like differs for each SMB and why a phone call to 219.759.5601

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