From The Masters of Success Video Training Series No 1
featuring J Douglas Edwards
The Psychology of the Salesperson: Unlocking the Secrets to Sales
Success
In the world of sales, understanding the psychology of the salesperson is
crucial for achieving success. This article, edited by David Jackson, the Sales
Doctor, delves into the various factors that contribute to the making of a great
salesperson, offering valuable insights for sales managers and professionals
alike.
Conviction: The Key to Self-Belief
One of the common denominators among all great salespersons is their
capacity to shine with conviction. Their belief in themselves is contagious, and
prospects can sense it. However, many salespersons struggle with self-doubt,
often analysing what they did wrong after a presentation. To build a strong
salesperson, it’s essential to focus on their strengths and encourage them to
analyse what they did right. This positive reinforcement helps them build self
conviction and confidence.
FACT … People do business with people they like and trust.
Physical Appearance: The First Impression
A professional salesperson’s physical appearance plays a significant role in their
success. People tend to judge others by their appearance, and a well-groomedsalesperson can create a positive first impression. Salespersons should dress
like the professionals their prospects go to for advice, such as bankers or
attorneys. This helps establish credibility and trust from the moment they walk
in the door.
Reaction to Success: Compounding Conviction
The moment immediately after making a sale is when a salesperson is most
powerful. Instead of relaxing, a professional salesperson should capitalize on
this success by exposing their conviction and strength to as many people as
possible. This compounding effect can lead to even greater achievements.
Competitiveness: Fuelling the Drive
Good salespeople are inherently competitive. Sales managers can harness this
trait by running contests and incentives, as well as fostering head-to-head
competition within the organization. This helps sharpen their competitive edge
and drives them to excel.
Avoiding Shortcuts: Telling the Whole Story, Practice your Presentations.
Salespersons often fall into the trap of shortcutting their presentations, which
can lead to a decline in production and results. To maintain high performance
outcomes, it’s crucial to ensure they tell the whole story and avoid dropping
important chunks of their presentation. Most professionals have a game plan
that they follow to make sure there are no shortcuts in the presentation.
Managing Activities: Ensuring Productivity
Sales managers should focus on managing the salesperson’s activities rather
than their production. By scheduling and managing activities, managers can
guarantee more productivity and competence.
Ego Support: Building Confidence
Salespersons are driven by their ego, and supporting this ego is vital for their
success. Sales managers can renew their ego daily, but the most important
source of ego support is their partner. A supportive partner can significantly
impact a salesperson’s performance and self-esteem.
Personal Activity Quotas: Setting Goals
Salespersons should set their own personal activity quotas rather than relying
solely on corporate quotas. Activity quotas help them focus on daily tasks and
avoid procrastination, ultimately leading to increased production.Remember, do the tasks you do not want to do at the start of the day, every
day.
Resentment of Instruction: Overcoming Ego Wounds
Salespersons often resent instruction because they fear it will wound their ego.
Sales managers must force them to attend training and reinforce useful ideas in
their daily activities. Once they realize that instruction leads to new and greater
income and enjoyment, they will be more receptive to regular training
meetings.
Ethics of Selling: Representing the Company
Salespersons must understand that they represent the company, not the buyer.
It’s their obligation to sell to qualified prospects and serve the company’s
interests. Avoiding blame-shifting and maintaining ethical standards are
essential for professional selling.
Product Knowledge: Focusing on Benefits
Sales training and product training should emphasize what the product does
for the buyer rather than its technical intricacies. Salespersons should focus on
selling the benefits of the product / service to avoid boring prospects with
unnecessary details. Customers all want to know one thing … What’s in it for
me?
Handling Rejection: Playing the Odds
Selling is a lonely profession, and rejection is a part of the daily diet.
Salespersons must understand the odds and support themselves with this
knowledge. By calculating their earnings per contact and setting realistic goals,
they can overcome the fear of rejection and maintain their motivation.
I hope you find this article engaging and informative!
david@davidjackson.com.au