The Winnah: A Sales Personality!

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     It doesn’t matter WHAT a salesperson sells. It’s HOW he or she makes a sale that counts. 

     If you’re “in sales,” you know what this is about. And if you’re NOT “in sales” (technically speaking), you ARE in sales. Think about that one for a minute. Aren’t all of us engaged in some form of selling every day?

     Not knowing or accepting that you are in sales even though you’re not “in sales” is probably a bigger roadblock to your success than a dysfunctional family (which each of us reportedly has!).

     Savvy sales managers and business owners recruit “sales personalities,” not robots dripping with product/service knowledge. Of course salespeople cannot be effective without substantial product/service knowledge, but they also cannot be effective if they are not social animals. Performance features are easy to teach; performing is not.

     We are human so it’s only natural that we gravitate toward people with personalities that come across as authentic — people with “sales personalities.” Why would this be the case? Here we go with this sentence that sounds exaggerated but is true: All customers make all purchases (even those that seem completely unemotional) based on emotional buying motives, not logical, rational, objective ones.

     You may want to re-read that last sentence and give it some open-minded consideration. Human beings do not buy product or service features. They use product or service features to justify their purchases.

     Those people gifted with “sales personalities” are able to sell virtually anything. If I’m looking to hire someone to sell rocket ship parts to scientists, I’ll take a guy who sells railroad cars full of ketchup packets to university buyers over an interplanetary science major who has major research experience in rocket ship construction.

     The ketchup guy can learn the rocket ship parts business. It’s not likely the scientist is going to all of a sudden learn how to turn on the charm and be a great listener. The scientist will typically be preoccupied with talking about what the scientist is interested in talking about, not about first hearing and processing and then emphasizing the benefits the buyers are seeking.

     The scientist will tend to emphasize features (which could just as easily be presented in writing and diagrams) and probably gloss over if not downright disregard any emotionally-based purchase considerations that may –as just one example– have to do with how the buyers’ decisions may have the impact of helping to protect organizational integrity.

     If you own or manage a business and need strong sales support, put aside industry-specific and technical backgrounds as criteria. Focus your recruitment efforts instead on finding someone who’s proven to be a quick learner, who has enthusiasm, exceptional listening and communication skills, and who has demonstrated ability to sell. Period. You’ll get more for your money.

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Hal@Businessworks.US or 302.933.0116

“The price of freedom is eternal vigilance!” [Thomas Jefferson] 

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