What do we mean when we say a person is a “professional”? Basically, we mean five things. As I list these five attributes of a professional person, ask yourself if these are not also the five attributes that make a successful salesperson.
First, a professional person has specialized knowledge and skill that enables him or her to render valuable service.
Secondly, professional people maintain a unique relationship with their clients.
Thirdly, professionals render services for which people are willing to pay. You might hit the ceiling when you get your doctor’s bill, but when you need treatment you are willing to pay for that service. Effective sales people can expect to be paid for their services.
Fourthly, professional people are held accountable for the services they render – or fail to render. They are expected to maintain certain standards. Professional salespeople know that they are accountable to the company, to the customers, and to themselves.
The last attribute of professional is that they have a professional attitude. They know that what they do is vitally important, and seek to do it to the best of their ability.
Isn’t that a perfect description of the professional salesperson attitude?
It’s this simple! If you’re going to be a successful salesperson, you need all of the attributes of a professional. To become a successful salesperson, you must become a professional salesperson.
The first step of any professional group in gaining respect from others is for the people in that profession to respect themselves and what they do and to respect others who practice their profession.
HOW TO BECOME A PROFESSIONAL SALESPERSON?
Right now, let focus on what it takes to become a professional salesperson. How do you develop techniques of professional selling?
ATTRIBUTE #1
Professional salespeople have specialized knowledge and skills that enable them to render a valuable service to their clients or customers.
Professional salespeople take advantage of every opportunity available to them to learn as much as they can about their business, their products, their companies, their profession, and their competitors.
They study their customers and seek to clearly understand their needs and desires. By understanding those needs and desires, they are able to render valuable services to their customers. The real professional understands what motivates a person to buy – and that is highly specialised knowledge. Professional salespeople know their companies and the products and services their companies can provide. They know that often the difference between making or losing a sale is how much they know about what they have to offer their customers. A highly successful salesman once told me, “I pride myself on knowing more about my company and its products than any other person alive.”
There’s another thing I’ve notices about successful salespeople – they are constantly sharpening their sales skills.
Armed with the knowledge that for today they have mastered all of the specialised knowledge and skills they have had the opportunity to develop, they go out to make their calls with self confidence.
Professional salespeople believe in their knowledge and skills and only question them in their efforts to hone them to an even keener edge.
ATTRIBUTE #2
Professional salespeople maintain a unique relationship with their clients or customers.
They know that their customers rely on them for valuable information which they need to make important decisions; they know their customers expect to be “sold”, and they are deeply committed to the customers’ best interest. You won’t find them begging for an order because they need a commission check, or trying to chisel the customer out of a few bucks – and you won’t find the professional salesperson being apologetic about his or her enthusiasm
Professional salespeople value that unique relationship they hold with their clients and seek to establish trust and respect. The real pros in selling build trust through dependable and cheerful service, loyalty, sincerity, and by genuinely protecting their client’s interests.
You can always tell the Professional salespeople because their customers buy from them again and again, and recommend them to their friends.
ATTRIBUTE #3
Professional salespeople render a service people are willing to pay for.
Sales is such a vital function that most companies are glad to pay commissions and bonuses, or salaries, to get it done. And, most customers recognise that a part of their purchase price goes to pay salespeople.
Professional salespeople have the confidence that they are paid – sometimes very well –for rendering valid services.
ATTRIBUTE #4
Professional salespeople are accountable, but self managed.
When a salesperson calls on a customer, that salesperson becomes the official representative of the company. Since the reputation of the company or service organisation is on the line with every action by the salesperson, the company feels it has the right to hold them accountable. Most successful salespeople accept reports as a part of the territory.
ATTRIBUTE #5
Professional salespeople have a professional attitude.
Successful salespeople take pride in what they do! They maintain a positive self image and a strong sense of self confidence!
They are resourceful in finding prospects, in making presentations, and in solving problems.
They give a sense of responsibility – you can depend on them.
And Professional salespeople are open to learn and eager to grow. They are constantly reaching out to tackle new challenges.
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