What do you think the definition of a "good sales person" is? First let's define what a sales person isn't.

If you sit behind a counter, waiting for someone to bring their purchase to you, or if you stay connected to a headset waiting for someone to phone in their order to you, you are an order taker, NOT a sales person.

An old axiom states that "a sales person's job begins when the customer says 'no'".

The biggest key to succeeding in sales is to understand that if you do not believe in the superiority of the product you are selling, then you will never make it. And what ever the merchandise is that you are selling, the product which you are selling is: you , yourself!

You must convey to your customer several facts about yourself before you even start talking about your product. When folks spend their money, they like to believe that they are spending it wisely, making them feel like they will be spending wisely when they purchase what you are selling is your job.

You must be presentable. Someone dressed in "Goth" attire will probably never sell Cadillacs or Real Estate, but someone dressed in a three piece Brooks Brothers suit will likewise never sell a thing from Hot Topic. Be appropriately dressed and groomed. If the customer base who purchase from other sales people whom you work with don't have nose rings, you probably shouldn't have a nose ring.

You must understand that customers who spend money like to know that they are dealing with knowledgeable people. Understand your products, your merchandise. Understand your payment options and delivery procedures. Understand if your firm accepts returns and what the policy might be for them.

Never ever ever answer a customer's question with "I don't know... "; when you DON'T know the answer to their question, be honest and say, "That's a great question that deserves a thorough answer... let me get someone who can explain it better to both of us... " then DO it.

But I don't care WHAT skills you amass, or how polished a veneer you present to your customers, if you cannot listen to your potential customers, they will never cross that line of potential to actual. Listen to their needs, listen to their concerns, and - yes - listen to their objections. Because if you are too busy talking, telling them how great your product is and you never hear their questions, then you will never "WOW" them with how much you care. And in the end, as the other great axiom goes, people don't care how much you know until they know how much you care.

Learn more about this author, Chris Kling.
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