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The Future Belongs to Salespeople

By Roy E. Chitwood, CSE, CSP, President, Max Sacks International

They control their own destiny through dedication to the profession of selling and to the customers they serve.

Have you ever heard a child, teenager or young adult say, "What I really want to be when I grow up is a salesperson?" I'll bet not.

That's because, historically, the occupation of selling has carried a negative connotation. And for good reason. Most of us, at one time or another, have been manipulated, maneuvered, ambushed, tricked or cajoled by an unscrupulous salesperson. In fact when most people hear the world ‘'salesperson" they still think of a con-artist trying to sell them something they don't need, don't want and can't afford.With that negative image in most people's minds, why would anyone ever dream of becoming a salesperson?

The answer? When done correctly, selling can be one of the most rewarding and dignified professions in business today.

Selling as a Profession

The operative word here is "profession". What makes a salesperson a professional? A salesperson has a commitment to a calling and makes a sales call for only one reason – to be of service to the prospect or customer. If there is not a need for the product or service the salesperson is selling, there should be no sale.

A professional can help the prospect buy now (if there is a need) and "wear well" or get an act of commitment and wear well. In either case, the salesperson is committed to the customer's satisfaction. Salespeople who promise a lot before the sale have to deliver even more after the sale.

"True professionals go by a code of conduct that directs them to abide by ethical standards," says Ray Bagley, former president of Westland Life Insurance Company. "One standard says that professionals should serve the needs of clients with integrity. A physician does this with a patient, an attorney does this with a client and a banker does this with investors. When a salesperson is bent on making money rather than on serving a customer's needs, that seller is not performing as a professional."

The Sales Pyramid

What does it take to become a sales professional? There are five key ingredients, based on a solid foundation. Picture a pyramid. It exemplifies permanency. It is steady, durable and long-lasting. These same values are important when building a sales career.

At the base of the pyramid is interest. It is the decision a person makes to develop, practice and apply the information available that will cause the person to become as successful as he or she can be. Is the salesperson up to date on his or her business, his clients' industry situations and general developments in the business world? If so, chances are the salesperson is excited about a career in selling. When salespeople get excited, prospects get excited. And when prospects get excited, they buy.

Above interest on the pyramid is attitude. Attitude embraces the idea that positive thoughts produce positive results. On the other hand, negative thoughts produce negative results. But attitude goes even deeper. Philosopher William James observed that the greatest discovery of his generation was that people could change their lives by changing their attitudes. As the adage goes: There are only two kinds of people in the world – those who think they can and those who think they can't. Both are right.

Next comes energy. A professional develops his or her capacity by getting a little better every day. Imagine the effect this could have on a sales career in only a year. Energy grows from interest and attitude and it is the fuel needed to perform and meet everyday challenges.

Method follows energy. It is the precise, step-by-step procedure that covers all the points in the selling process and leaves nothing to chance. Here is where most people who call themselves salespeople fail. They think success in selling has something to do with timing, luck, back-slapping, glad-handing, joke telling or hours spent on the golf course. Nothing could be further from the truth.

To become star producers, salespeople must knowhow to develop rapport, uncover needs, offer solutions, build long-lasting relationships and provide superior service.

Top sales producers around the world learn and practice scientifically-based proven-effective principles and techniques. These are built around universal buying decisions and buying motives. Top producers take the time to prepare, study and practice the "tools of the trade". Just as physicians, attorneys, accountants and other professionals follow set policies and procedures, so too do professional salespeople.

Possessing interest, attitude, energy and method, salespeople can achieve success at the top of the pyramid. Success is the self-satisfaction that comes from the accomplishment of something important to you.

Sales Excellence

Top salespeople are developed, not born. They control their own destiny through dedication to the profession of selling and to the customers they serve. They acknowledge the value of on-going education and practical training. Professional certification that recognizes standards for quality, integrity and continuous improvement is just as important in selling as it is in any other professional occupation. Salespeople who make this commitment to professionalism enjoy more rewards, greater prestige and are more likely to rise to the top of their profession creating a bright future for themselves. And that future belongs to those who can sell.

Roy Chitwood is an author and consultant on sales and customer service. He is the former president and chairman of Sales & Marketing Executives International and is president of Max Sacks International, Seattle, 800-488-4629, www.maxsacks.com. If you would like to subscribe to his free Tip of the Week, You're on Track, please e-mail contact@maxsacks.com

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