I have been thinking a lot about what separates the pros from the average salesperson lately. Here is my list.
- First and foremost, they listen before they speak — asking questions and learning about their customer. They seek to understand their needs, goals, concerns, challenges, desired outcomes and what is at stake for them, BEFORE they start talking about what they offer.
- Second, professionals continually seek to better their skills, improve their performance, increase their effectiveness and are always seeking to get better at their craft.
- Third, these elite sales professionals stay focused on the success of their customers, and all of their actions are directed toward this outcome.
- Fourth, professionals are great at asking questions. Great questions that make customers think, enough questions to really understand what the customer is facing, hard questions that challenge customer’s existing perspectives, and relevant questions that inquire about the customer’s needs and situation.
- Fifth, they are great listeners. They stay focused on what is being said, without second-guessing themselves and without thinking ahead about what to say next. They ask questions based on what they just heard. They are not focused on techniques, gimmicks or strategies. They are focused only on what the customer is saying in each moment.
- Sixth, these individuals are goal oriented. They are competitive and work hard to achieve results. They set personal goals for themselves where something important is at stake. They don’t stop when others allow challenges or roadblocks to stop them. They keep looking for solutions, alternative actions, new possibilities, new options and new things to try.
- Seventh, they are consistent. Sales pros create award-winning results week after week, quarter after quarter and year after year.
- Eighth, sales professionals build long-term relationships. As a result, they receive referrals from past clients and customers who know they bring value and are a pleasure to work with.
- Ninth, these people do what they say they will do. Professionals are ethical, trustworthy, honest, forthright, and whenever they give their word, it matters a great deal to them that they honor it.
- Tenth, they are creatively determined. They do not allow obstacles to stop them. They invent work-arounds, alternative actions, new ways of seeing and approaching things. They don’t stop until they achieve the desired results. They avoid giving excuses or blaming outside, challenging conditions or circumstances.
- Eleventh, these individuals are great at prospecting and setting appointments with new customers. They do not have any fear around initiating contact with prospective customers. They are persistent and consistent in reaching out for new business. Professionals are propelled to continuously offer their services because they know the value they will bring to each new customer.
- Twelfth, they create win/wins by being courageous and assertive when necessary. While maintaining focus on their customer achieving their desired outcome, they also make sure their own company and they themselves also achieve their desired goals; standing firm in regards to the value they bring. They never over-accommodate or give away more than they should, and, they don’t shy away from asking the tough questions or having the most challenging conversations.
This list, of course, is by no means exhaustive. So, now, add your thoughts & ideas. What do YOU think makes a salesperson a ‘professional?’
Dr. John Musser is an organizational psychologist who specializes in the world of sales. Enhanced Sales Potential provides world-class tools, training, and consulting to companies around the world.