’re chasing.
To survive and win in this game you must possess a laser-like focus
of attention, dedicated concentration and a kind of intuition that can’t
be learned by schooling. Competition is fierce and sometimes brutal.
Stakes are high and coming in second means you lost the deal. But at the
same time, these are the same factors that make the game so exciting.
Salesmanship is as fascinating to the salesman as the lure of the
limelight to the actor, the magnetism of the wheel for the gambler or as
compelling and irresistibly tantalizing as your “first love.”
Salesmanship is exciting. It is the quest that counts. The chase is
the thing. Once it’s over and the deal is won and the initial
exhilaration has worn off . . . it’s a letdown. The blood starts surging
through his veins again only when he’s off on a new pursuit and he’s
back in the game.
It requires wit, nerve and persistence. It is a process of continual
change and therefore an ongoing education. Yes, it has its basics that
you must be familiar and competent with, but you’re still always dealing
with another human being. It’s not like a chess game, because in sales,
as in life, the pieces think for themselves! They don’t always do your
bidding. They have their own purposes and pressures that might or might
not include your product or service.
But, let’s be truthful about it. Once a salesman always a salesman
whether you are in the game or not. If you’ve got the bug you might as
well admit it and enjoy it. If it’s in your blood have fun and use it to
your advantage. If you don’t love it, find another line of work. For the
details will kill you. You’ll hate it and it will show. The customers
will pick it up and they’ll stay away in droves.
There is nothing like the grouchy, slouchy, irritable, mean-tempered,
negative and inconsiderate salesman. He is instantly recognizable. He
grates on you. He pressures and forces you. He makes you think he
doesn’t like what he is doing. And he doesn’t. In fact, he probably
detests it. This is not what he wants to be doing, and he can’t hide it
from you no matter how hard he tries.
It is work to him and not fun at all. And somehow it makes him feel
degraded. But then, after all, he doesn’t think much of himself . . . so
why should you? Furthermore, he doesn’t seem to have much success
either. Ever wonder why?
It should be obvious that you do not buy goods or services when you
are mad unless you have to, moreover, you do not purchase things from a
person whom you dislike . . . if you can help it, and you usually can.
Every customer expects good treatment. He has a right to it. Give them
what they want with a smile, (and mean it) and they’ll love you forever.
The salesman is invaluable. His job is arguably one of the most
important in the business process. He is after all in a position to
directly influence the vital communication lines of the world today. He
provides the essential interface for every meaningful commercial
exchange required for the “business of business” to function. Without
him who would be beating the drum for the next new technology, or the
application of that technology to a practical purpose?
Furthermore, if in some distant future, through some alchemy of
specious argument and vacuous logic, the elimination of human connection
and interchange in the sales process is attempted, it will most
certainly fail.
For it will be found impossible to reduce this process only to
marketing, public relations or advertising. Don’t buy into anyone
promoting the idea that “all sales will eventually be reduced to just
taking orders,” without human contact. My suspicion is that whoever is
saying this is secretly seeking to eliminate the competition.
Countless attempts have been made to isolate the essential elements
of the sales process and reduce the procedure to a rote,
quasi-scientifically-tested algorithm as a guaranteed method to get the
customer to buy.
Of course we used to simply call this a plan . . . but no matter . .
. it should be clear that any formula, procedure or process which omits
entirely the element of personal human contact and interaction will
ultimately be doomed to failure.
Personal contact always has been and will remain the critical
component in any and all sales efforts.
Furthermore, there is a direct correlation between your success and
your mastery of this connection.
ALL THINGS BEING EQUAL . . .
As has been often stated:
All things being equal, people would rather buy from their friends.
All things not being equal, people would still rather buy from their
friends.
Be their friend. Help them. Admire them. If you sincerely love what
you do, it will show. It is infectious. You make people your friends, by
being one yourself. You’ll generate enthusiasm and excitement in others
by feeling it in yourself. It’s contagious.
Your passion and conviction for your profession is what allows your
words to be received in the manner intended. Your attitude often
communicates much more effectively than your words alone. Sometimes this
alone can create the sought-after connection.
The customer wants to be shown something new and exciting that will
help him become more successful. If you’re bored with your presentation,
don’t be surprised when he starts yawning.
Your job is to present your product or service in a manner that
creates an impact on the customer. If you’re not passionate about what
you’re selling, you can’t expect him to be either.
In the hands of a thoroughly professional salesman, you become
comfortably and willingly seduced by their competence and confidence,
because you know they are looking out for your best interest and not
just their own.
They know their products or services, and align them to your
situation, not the reverse. The man who knows, is the man who, in the
world of dollars and sense, goes up in his own estimation, in the mind
of his employer and most importantly, the customer.
He is a valuable asset to the client as well as his employer. He
operates from a level of knowingness of all aspects of his business far
above that of the amateur. He is a professional. He brings in the
business, and his pay increases correspondingly.
Playing the salesmanship requires active contribution from you while
engaged in the pursuit. It’s hot, it's fast, and it’s sometimes brutally
harsh! It has a terrific range of emotional reactions.
It can pull the rug out from under you when you least expect it or
unexpectedly rocket you to heights previously unimagined at a moment’s
notice.
Hang on . . . for when you are in the business of handling live
communication it is sometimes more powerful than a 50,000 volt power
line and you had better know how to use it correctly.
BUT IS IT WORTH IT?
Well, if at the end of the day, quite in addition to money, the pay
is also defined as communication with others; enthusiasm over mutual
goals; moving forward; the feeling one is going someplace and doing
something and creating something worthwhile . . . then the answer is a
resounding YES!
And, it is interesting to observe that those who seem to enjoy what
they do, and know how to do it, have a far easier time of making a
comfortable living at it, don’t they?
However, if your only purpose is to make money . . . well, then you
might want to look into this job opening down at the local mint, where
they print the stuff daily.
In this way, life also becomes worth living. Or, at the very least,
better than the alternative. Also, your work magically becomes play.
Additionally, if you enjoy what you’re doing while practicing your
profession, the joy you experience will create the requisite attitude
and outlook for success. You’ll soon find yourself very well compensated
for your efforts, which in turn re-energizes your efforts.
When you do this, you make your customers feel lucky that you’re
around.
You’ll feel happier. And they’ll be happier.
They’ll be satisfied. And you’ll become more successful.
Also, they’ll enthusiastically tell others about your service or
product.
You’ll be creating an ever-expanding base of loyal customers that
will also consider you their friend, and will willingly pay you for your
product or service.
And, I think you’ll agree that this “romance of salesmanship” is a
purpose worth pursuing.
Those professionals who are practicing the art of salesmanship
deserve our respect for their dedication, persistence and love of their
work in this activity.
I, for one, am happy to have them around.
