BUSINESS Anatomy of a Successful Salesperson so focused on what we’re selling or how we stack up against competition that we forget that we are calling on people. Sure, we’ll encounter many who are different in a variety of ways, but fundamentally we tend to have much more in common than it may first appear. Most of the time, they’re just trying to do their job and support themselves and possibly, their family — just like you. This is why it’s so important to establish a rapport with the prospect on a personal or human level. Be especially vigilant for signs that your prospect may not be feeling well, might be having a bad day (personally or professionally) or could be mentally distracted by some other pressing issue. When this happens (and it will), it’s essential that you rec- ognize the telltale signs early in the conversation — thus, the importance of listening and being alert. If you’re doing all of the talking, you’re likely to miss signs. Initially, ask- ing thoughtful questions is often far more important than providing information. When you encounter a difficult situation, shiſt to being sin- cerely empathetic and carefully create an opportunity for the prospect to open up and share what’s going on without being intrusive. Skillfully transition into gathering information, es- tablishing interest and scheduling a follow-up appointment (or at least a call) at a time that will, hopefully, be more conducive to exploring business opportunities. Be sure to make notes of whatever you learn. However, should you determine that it’s common for pros- pects to seek psychiatric therapy aſter your visits, you may want to try a different approach… or possibly a different career. Theories of Selling One of the many prevailing theories of selling is AIDAS. Each letter in this behavioral theory represents a psychological stage that a buyer’s mind will pass through during a sale: Securing Attention Gaining Interest Kindling Desire Inducing Action Building Satisfaction Although space limitations of this article don’t permit delv- ing into this process, I wanted to at least mention it. Interested readers can research this (been around forever) and other sell- ing theories that have been taught in sales training classes. Yes, personality traits tend to be in our DNA, whereas selling tech- niques can be learned. There are many courses and seminars 22 KEYNOTES JANUARY 2021 available. If you take a sales training class, I’d highly recom- mend that you seek an instructor with actual experience selling something similar to whatever you’ll be selling. Protecting Our Flank While there’s no denying the importance of generating business from new customers, don’t fall into the trap of taking existing customers for granted. In many ways, it’s at least as important to make sure that our existing customer base becomes and remains “the giſt that keeps on giving.” Monitor customers’ monthly volumes closely! A second common trap is to permit our sales representative to become the only meaningful relationship between our com- pany and the customer. Don’t let your company’s customers ef- fectively become the salesperson’s customers! Owners should establish and maintain contact with our customers, ideally at the owner level. This can be especially important if the salesper- son leaves the company’s employment and subsequently tries to pirate customer accounts that he/she called on. Consider a reasonable non-compete agreement (NCA), and be aware that most judges will not enforce provisions of a NCA that effectively prevent a salesperson from making a living. Job Description: Technical Sales Representative (TSR) Here are some ideas to consider incorporating into your sales- person’s job description. Of course, amend and adjust these to match your particular requirements and business environment. General position information The job description covers the basic functions, qualifications, requirements, working conditions, performance and skills nec- essary for successful fulfillment of this position, in accordance with the company’s standards, which may be changed at the company’s sole discretion. Overall role and responsibility Reporting to the ___________, the TSR’s primary role is to engage in prescribed, prospecting, selling, support, quotations, training and business development activities that are ulti- mately intended to efficiently and effectively increase profitable sales volume. The TSR is responsible for selling the company’s ___________ products, services, through a combination of company -provided and self-generated leads and achieving or surpassing company quotas or targets. Using his/her skill set, the TSR strives to encourage profitable sales growth, servicing existing customers while also finding and WWW.ALOA.ORG
