Selling Ice to an Eskimo
I recently came across a “sales person” that proudly told me that they could “Sell Ice to an Esikmo”. After hearing this comment I wonder if this person was really as good as they thought. Yes, I know it’s a figure of speech, however it’s exactly the opposite of how I wish to be handled by any sales person or how I wish to groom a sales team. I believe there are plenty of top notch sales people, and they share the same qualities of most of my dependable and loyal friends. To be in sales you must be more than just nice or convincing. You have to listen, consult, and deliver on promises. Selling me on a product or service that I do not need or want is not an effective long term sales tactic.
The same qualities you love about your great friends are the same qualities of a SUPER STAR sales person. Close friends aren’t just important to you because they have a good personality, attractive, or they buy you things. Quality friends like quality sales people are dependable, available, and LISTEN. It really peaks my interest when I overhear someone telling a person that they have only met on the surface they would make a good sales person. Why have they come to that conclusion in a few minutes? This is generally because the other person views them as friendly, good looking, or witty. Of course those are redeeming qualities and very good ways to get yourself in the door, however they do not close deals or create lasting relationships.
Successful Sales People are not “Self Important”
Are you so busy or so important that my business is not important to you? Each client or customer wants to feel like your most important client. Of course you want people to respect that you are busy, however are you always too busy? If you are too busy for me now, are you going to be too busy when I buy from you? Where is my fast talking salesperson when I have an issue? Even though my issue may be trivial to the sales person it’s important to me as a client and if it’s important to me than it should be very important to the salesperson.
Successful sales people are busy and even though they are busy it’s important for them to make sure their clients are handled. Return calls, acknowledge emails, write thank you letters….successful sales people make time!
Being reliable is way more attractive than looking good!
Looking good is important and having pride in the way we carry ourselves is extremely important. In most business to business sales scenarios the sale cycle is going to take months and sometimes years to land a deal. After many interactions with a prospect they will have formed many impressions of you that is far more important than your appearance. So look good and consult your client even better.
You sure are funny however you have no idea what is important to me.
Who doesn’t like to be around witty people? I love when someone can bring a smile to my face. However, when I am buying something I am usually looking for quality, dependability, and affordability. A good salesman listens to what I need and if he uses humor to lighten the mood that’s a bonus, and if all we do is laugh I will start to wonder if my sales person is laughing all the way to the bank.
I really like when you buy me lunch AND I really prefer when you deliver results.
When I really stop to think about the most endearing quality in a great friend I would have to say it has to be “dependability”. You know that friend that you do not talk to on a regular basis and sometimes you even miss their phone call (and they still do not hold a grudge), but when you really need to talk to that friend they stop what they are doing because they know you need them. They are DEPENDABLE. Life is busy and people are busy, good friends however always seem to be available when you need them. That is the same quality I enjoy in a sales person. Buyers remember sales people that helped them, that were knowledge, that made their life easier. Just because they may not buy from you on a regular basis they will remember that time you were dependable and they will I promise call you the next time they need to buy.
So for all those innocent Eskimos that bought ice I hope they know that there are many amazing salespeople that will work hard and earn their business! Sales people of course are promoting their products and if they are good sales people they will believe in what they sell and if you are not their customer base they will move along politely to actual buyers that need their service!