Sales Marketing
No More Snake Oil Sales
By Roxanne Emmerich, CSP, CMC

Whether you are in direct sales, answer the phone for your company, or program computers, a large part of your job every day includes selling. You may be selling your ideas to a peer or boss, or selling a tangible product to your customers, but you are always selling.

Selling certainly includes some techniques. Many of these techniques have changed substantially from the "old school" of thought, which was manipulative and directed toward closing. Today, our goal has changed from closing the sale to building rapport to help our buyers see us as a partner.

Clearly, the main difference between top-performing salespeople and moderate performers is primarily the psychological mind set. Top performers see themselves and their role differently.

What is the role the employee provides for their prospects and customers? It has many parts:

Consultant: Your job is not to sell. When you think it is, your sales will go down. A good salesperson sees himself or herself as an identifier and solver of problems. He or she is not there to sell a product, but rather to end up with a solution that improves the life of the buyer.

Physician: You probably would not go back to a doctor who, before seeing you, handed you a prescription and told you everybody else seems to like this drug. That is often what a salesperson does. We become so enamored with our product that we begin to "sell" and tell "the story" and forget to find out if there is a need.

Entrepreneur: I do not ever remember meeting a top-producing salesperson who acted like an employee. Good salespeople simply see themselves as being in business for themselves, with their company providing them the services and products to meet the needs of their customers. Self-employed people tend to spend less time in meetings and have more productive time than people who have a "company employee" mind set.

Strategic Planner: You need a plan that is based on customers' needs now and in the future. Having goals for your activities and results help you keep on track with your plan and mission.

Servant: The meaning of the word servant has changed tremendously over the years. It used to be that being a servant meant you might be a "lesser person." Now, in the age of "servant leadership," being a servant to others is one of the best and most gratifying positions.

As we have moved from the "me" generation to the "we" generation, our consciousness has shifted from greed to helping others. I cannot remember where I heard the statement, "If you help enough people get what they want, you will get what you want." It rings so true that it has stuck with me.

Football Player: There is a need to suit up in your protective gear to shield your ego from rejection. Rejection is the fatal blow for many salespeople who do not understand it's not a personal attack. The rejection is of the product. Unfortunately, our frail egos make the connection that the rejection is of us. It can be debilitating. Top-performing salespeople learn to overcome this rejection by suiting up in the gear. As they are tackled, they look instead for the next opponent, as opposed to licking their wounds. They preserve their self esteem and maintain a positive attitude.

Olympic Gold Medalist: Have you ever noticed that when Olympic medalists are interviewed, they often share that they always knew they could be the best? The attitude seems to be the precursor to the behavior. Once we are clear that we are the best at what we do and are determined to stay the best, our customers can't help but want to be a part of the success. Winners hang with winners.

Spiritual Leader: Top salespeople are evangelistic about what they have to offer. Their passion for their product or service is obvious. They sell with honesty and thoughtful understanding. They understand that selling should help others and not hurt.

Sales is a head job. Intellect does not impact your sales nearly as much as the attitudes that you maintain about yourself and how you deal with others. Develop a psychological edge by clearly identifying the roles you need to play and playing them well.