What Makes a Great Salesperson?
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I recently received the following email from a listener and it does a better job than anything I’ve seen in pointing out the false perceptions people have regarding sales.
“I am an eye doctor in California and I must say the word "sales" has a negative connotation. If I were to be set up on a blind date (hate to use the word while at work) with a woman who is in sales too many negative traits would come to mind and I would have to refuse the date. I work in a LASIK clinic and recommend the terms “excite with education.” I tell them the features of our clinic and how the surgery will benefit them. I am 100% honest and up front with them about their questions. I find patients respond to this and appreciate not being SOLD the procedure, but being educated about it with no hidden agenda. From this moment forward can you use the term “Excitement Educators????
Your thoughts?”
Dr. J. Cavanaugh
I think the last thing I would ever do is use the term “Excitement Educators,” mainly because it doesn’t go far enough. Educating the customer is just one of the many things a great salesperson does.
Refusing to date someone just because she is a salesperson would be the same as not dating someone because she is a doctor or lawyer, unless you want to tell me there are no bad doctors or crooked lawyers out there.
I know plenty of people who trust salespeople far more than doctors or lawyers. Does that make them right? Not necessarily: but as in any profession there are great ones; good ones; mediocre ones; and those who should be kicked down the stairs and out the door.
One of the reasons the word “sales” has a negative connotation is that too many people have no idea what constitutes a great salesperson. Too often we get our perceptions of life from TV and the movies: two mediums whose first priority is entertainment and maximizing viewership, while their last priority, sadly, is the truth.
How does Hollywood portray the great salesperson? Usually as someone who can “talk you out of anything.” Now those of you who know anything about great salespeople know that salespeople who can “talk you out of anything,” can only do it once. This is not exactly the recipe for greatness, especially since successful salespeople make the bulk of their living off repeat business and referrals.
The other thing we’re always told is: never buy from commissioned salespeople. They’re only interested in commissions and not what is best for the client. But if a commissioned salesperson doesn’t do what is best for the client, there will be no repeat business, and therefore, no more commissions.
One shot deals are not a good way to be successful in sales. Any great salesperson will tell you the most important thing about the first sale is to make sure the customer benefits so well from it, that it leads to a second, third and fourth sale, along with a long term relationship. And it is no secret that the big money is earned from long-term relationships.
To me this gives the “salaried” salesperson less incentive to build long term relationships.
Dr. Cavanaugh, being honest and upfront with people is not limited to doctors. In fact, many people who have experienced unnecessary surgery will gladly attest to this.
Successful salespeople are honest, trustworthy and sell quality, service, convenience and value. They save their clients time and make their lives easier. They not only educate, but deliver knowledge and information to their clients.
Granted, the majority of salespeople don’t fall into this category, but I don’t think there’s a profession anywhere where the majority is great. But to paint everyone with a broad brush is not fair.