Natural selling ability is a must for all agents who want to succeed, but there certainly are differentiating traits between the good sales people and the truly great ones. Both are tasked with doing the same thing–selling–but they vary in how they do their job.
- Good sales people sell products.
- Great sales people sell themselves.
Good sales people know every feature and benefit of their product. They spend most of their selling time educating buyers about why their product is the best. Great sales people know exactly the same information but spend less time talking about them. Instead, they get to know people, open their hearts, and build relationships to win the respect of their customers. They believe in the mantra that people buy from people they know and trust.
- Good sales people are well-versed in the science of selling.
- Great sales people are experts in both the science and art of selling.
Scientific selling is good practice but great sales people work outside the box and know how to use a good mix of science and art. They treat selling as a craft that needs creative skill and imagination to convince buyers to choose their products.
- Good sales people achieve expectations.
- Great sales people exceed expectations.
Good sales people are proficient and can settle for a good sale. Great sales people are passionate and are never satisfied with a good sale; they always do more to achieve more. They know that they have to go back to the customer again and again to stay in the game long enough, treating every turn along the way as a new opportunity for a new sale or repeat order.
- Good sales people know their buyers’ needs.
- Great sales people create buyers’ needs.
After successfully closing a sale on a product the buyer needed, a good sales person will walk away and look for new prospects. A great sales person will stay on and create a need that can land him or her a new sale. For instance, let’s say that the product just bought satisfies the buyer’s need for effective HR management. A great sales person will offer an application enhancement that will further improve the effectiveness of the product or something that will meet new regulatory requirements.
- Good sales people talk about their product.
- Great sales people let their buyers talk about their business and needs.
Certainly, sales persons need to discuss their product, but more time should be given to allow buyers time to talk about their business. Great sales people often succeed in getting to know the needs of their customers by listening and asking questions. They focus on problems and offer solutions. Their creative minds and imagination begin to work as they visualize the exact product that the customer must have.
- Good sales people tend to make big promises.
- Great sales people promise only what they can deliver.
Hoping to make a quick sale, many sales people make big promises. There is danger in this technique because big promises are never easy to fulfill. Great sales people promise only what they can deliver so that they can have a better chance to fulfill them. This also gives them the opportunity to exceed customer expectations and strengthen people’s trust in them.
Good and great sales people differ in many more ways; the list could continue indefinitely. There is no one secret to becoming a great one, but, when good is not good enough, the next best destination is greatness.