What makes for a successful salesperson? Google it and you get 112 million results. Of course, there is no one answer. Some believe great salespeople come by it naturally. Over the years, I’ve found myself surrounded by salespeople of all types: overachievers, achievers and those who are OK with mediocrity. Some utilize the tools provided and have followed the process(es) very specifically — crossing the T’s and dotting the I’s — and yet, fall short of goals. Others don’t rely heavily on tools but have a detailed sales plan and see moderate success.
After 25 years in sales, I am firmly convinced it’s less about the process and more about belief in the product or service that you are selling and positioning the sale as such. It might sound simplistic, but it’s all in in the approach. It begins with the kind of person you are and what you are willing to “give” to your clients. And I am not talking about freebies or even trial periods for the product. Here are a few tips that helped me close deals consistently over the years.
The problem. Once you remove yourself from it being about “you” and the “win,” the road to success is well within your reach. And I understand this is easier said than done. But a successful salesperson needs first to understand what the problem is, before assuming he or she has a solution.
And the solution lies in listening. Start the conversation by asking, “What problem are you attempting to solve?” rather than saying, “Have I got a solution for you!” Why would you assume that you have a solution when you haven’t asked about the problem? Yet, new sales people aren’t taught to ask questions first and then listen. It seems fundamental, but it’s often a major misstep in the development of a salesperson and within the sales process.
Combine synergies. It’s not about what you know. In an ideal situation, the prospect has a problem and believes that your product or service is the answer. But it’s not always ideal. Let these potential clients air their frustration, help answer questions, draw the scenario as you hear it, give answers to the questions they are asking. Forget your sales pitch. It’s about consensus selling. At the end of the day, it’s about addressing what the clients are striving to understand. There have to be conversations that pave the way for a prospect to want to share their challenge, the impact and their vision for the future.
Be empathetic. A theory that is often circulated, and with which I agree, is that a good salesman must have empathy — the ability to feel as the other person does — in order to be able to sell him or her a product or service, in large measure. However, having empathy does not necessarily mean being sympathetic. But a salesman simply cannot sell well without the ability to get feedback from the client. And to do this successfully, you need a rapport laced with warmth and understanding.
Tools have their place. A dialogue has been established and the client begins to meet you halfway. Now, you can utilize the tools provided. Tools demonstrate to the client that you understand the process and are interested in making things efficient for them. The right tools can empower both sides, enabling teams to be more methodical and productive.
Inserting yourself. At this stage, you are the person who becomes understanding of the challenge and its impact to help find a solution that best addresses the challenge. In turn, your prospect not only recognizes the value of the solution presented, but the person (not the salesperson) who is going to work through the resolution together and drive toward the place of intended outcome and success.
As a salesperson, it’s about the way you’ve conducted yourself throughout the sales process, therefore earning the right to “win.” Closing deals can be a learned skill and practice makes perfect. Next time someone stops and asks what makes you a great salesperson, have your answer ready.
