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October 2023 #15291 Page #84
What Makes a Good Salesperson?
S
ome might say what makes a good salesperson is the results they deliver. In fact, I imagine this may be the most common response. I suppose I By Landon Boucher would have to agree, but I do think it matters greatly what results we Director, Business Design are measuring. Are we merely considering revenue generated that can be directly traced back to that individual? I’ve worked with some incredible individual producers over the years. Some, regrettably, used tactics that would have a negative impact on long-term success, particularly for the organization that employed them. The immediate gains were there, but so was the disaster left in their path. A career in sales is not for the timid. Success in sales requires tenacity, persistence, courage, and a willingness to embrace rejection as a catalyst for growth. I’m sure we could list several other relevant characteristics of a good salesperson. Still, none of these qualities will have real lasting value if the decisions a salesperson makes are not guided by good business ethics and a commitment to integrity. Often, integrity comes into question during a negotiation process. This is likely due to a poor understanding of what negotiation is. Negotiation is not two or more parties vying for the better end of a pending deal, at least not good negotiation. Good negotiation involves two or more parties working together to arrive at a better outcome for all involved. A good salesperson will take ownership of this process and lead their customer and company to develop long-term partnerships rooted in mutual trust and respect. No matter how talented the salesperson is, the process is not likely to be an easy one. There are several barriers to overcome depending on the customer in question, and their history with your organization. Perhaps they’ve had promises broken? Good. Issues with billing? Good. Temperamental communication style? Good. They don’t like you? Good. Now, you’re probably asking yourself why I think these are good. It’s because every single issue your customer has, whether directly related to you, your business, or something else entirely, is an opportunity for you to add value. Every problem is an opportunity for you to provide a solution. Do this with consistency and your customer will learn to trust you. They will see that you are interested in what benefits them and willing to put in the work to make it happen. Once trust is established, opportunities for deals become available and the negotiation process can take place, where the salesperson takes the lead, steering his customer and his company toward shared success.
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