I'm writing with over 35 years selling experience. I've been in advertising all my life and began with my own advertising agency. Later, I joined the Bell System Yellow Pages and did private consulting. Today, I'm retired and run a home-based business along with my wife called, 'The Nurse's Choice,' a health information and doctor referral website. I'm still technically a salesman, but I didn't set out to be one. I began as a designer and eventually, art director for a small East coast agency. When I was hired by the Yellow Pages, I had almost no sales experience. But I had always taken care of my clients and discovered it was virtually no different. Now I took care of the customer.
That's not to say that the customer is always right: far from it. But it was my job, albeit, my responsibility, to tell them when they were mistaken and put them back on the proper path. I was the advertising expert and they expected me to help them make the right decisions that would benefit them or their business, Along the way, I learned how to be the best salesman possible and made many friends in the process. These ideas will work for any salesman whether you're selling cars, homes, or anything of value. Now I'll pass on these tips in no particular order.
(1) Be honest. It sounds easy, but sales people sometimes have to sell products that they don't believe in or aren't needed by certain clients. In those cases, I would present the item and let the customer decide. Which leads me to number two.
(2) Don't be high pressure. A good salesman doesn't need to be. Just do the job and allow the product to sell itself while expounding on the features and benefits.
(3) Smile and be friendly. You're there to do them a favor and help them or their business. Let them feel that through your words, actions, and attitude.
(4) Recommend what they need. There is no use bypassing what they asked for simply to meet some quota. They'll pick up on you ulterior motives soon enough.
(5) Along with the previous, ask what they need. Allow them to explain what they are seeking and why. Learn about their situation.
(6) Answer all their questions. It's your primary job. Pass on your knowledge so they may feel secure with you and your understanding of the product or service.
(7) Give them options. There are probably several decisions and choices to make. Explain the pros and cons of each and sit back, allowing them time to digest the presentations.
(8) Shut up. Let them do the talking. Many new sales people will eventually talk themselves right out of a sale. Know the value of silence.
(9) Ask for the sale. When the time is right, pull out the contract. Sense when it's time to have them make a commitment. Don't be afraid to do so.
(10) Overcome their objections. That's when the sale actually takes place.
(11) Thank them for their business or time, even if they don't buy right away. They may still come back and be your customer. Don't burn any bridges.
(12) Follow up. Call them and reminder them you are available to answer any addition questions. Thank them again.
It's an easy road to follow but many sales people forget these basic rules. Be smart and you'll make plenty of money, good clients, and good friends along the way.
Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree from Monmouth University. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, "Pursuit of the Phoenix," available at amazon.com. His latest book is, "Inside the Yellow Pages." Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.
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