Often, sales technique or lack thereof is subtle. Recently I attended a business luncheon in St. Paul, Minnesota at a rather well-known restaurant. Significant business transactions are some of the main fare at this establishment, known for fine food and deal-making. While waiting for my client, a party was about to be seated, and the hostess asked one of the ladies in the party if a certain table would be acceptable. Then another lady in the party – the salesperson – said to to her guests – and the hostess – that “I have several documents that I want to show you, and I want to be able to spread them out.” As a result, another table was selected for seating the party.

You may ask what is wrong with this scenario. Aren’t you supposed to control the selling environment? What was said that was so wrong?

The most dangerous word in selling is also the shortest – the word “I” kills more sales than any single word or phrase. Closing rates plummet when the most frequently used word in a conversation or presentation is “I”. Simply change the focus to the prospect by changing your words. In a famous 30-year study, Yale University determined “You” is one of the 12 most persuasive words in the English Language. Our focus should be on our clients first, and our words support us – or sometimes they betray us.

So how could this lady have better controlled her selling situation? First, by telling her prospects that, “You will want to be able to see some documents I have prepared for you, so why don’t we get a table when you can spread them out?” Second, by getting to the hostess early, she could have expressed her need for a larger table in a more private area.

Placing the emphasis on the client and their needs instead of yourself and your needs always helps position you as a client-focused advisor.

What does it take to be successful in sales?

Some say the most important thing is Enthusiasm.

en·thu·si·asm n.

1. Great excitement for or interest in a subject or cause.
2. A source or cause of great excitement or interest.
3. Archaic

• Ecstasy arising from supposed possession by a god.
• Religious fanaticism.

While you need to have a passion for what you do and what you sell, it takes more than enthusiasm to be successful.

Selling is not just “telling.” Successful selling takes more than just spewing facts about products and services. It is relationship development, prospecting, making the approach, interviewing, presenting, answering objections, asking for the order, and keeping promises. Selling requires enthusiasm, product knowledge (yours and your competitors), and confidence.

con·fi·dence n.

1. Trust or faith in a person or thing.
2. A feeling of assurance, especially of self-assurance.
3. A trusting relationship: I took them into my confidence.
4. The state or quality of being certain: I have every confidence in your ability to succeed.

Expertise breeds confidence. Confidence results from knowing you are prepared, and that you can deliver and keep promises. Confidence forms the basis for enthusiasm. Enthusiasm is a choice. But still you don’t want to run around screaming about your product. Unbridled enthusiasm results in a lack of focus. It takes more to truly succeed in sales.

pro·fes·sion·al·ism n.

1. Professional status, methods, character, or standards.
2. The use of professional performers, as in athletics or in the arts.

Professionalism takes all of the factors listed above to a higher level. It helps you form a cogent story, run your business like a business, build and work a plan in an organized, focused manner.

So what is the most important factor?

There is no one most important key to success in sales; they are all important! Your success is a product of how well you execute on the activities and behaviors listed above, and the attitude that you bring to these tasks.  Successful salespeople are confident in their abilities, enthusiastic about their solutions, and professional in their execution.

Good selling!

Many firms have a “packaged” proposal system. While proposals are all over the map in terms of structure, most contain huge amounts of information, with numerous charts and graphs, volumes of copy, and endless disclosures. Whether you present financial plans or individual product presentations, proposals generally contain enough information for a doctoral dissertation. It’s all about disclosure and dictated by the compliance department.

Some clients want the bottom line. Other clients look for detail. And after all, isn’t the presentation about the client? How do you build a presentation and presentation strategy that always provides you with the tools you need to deliver whatever information your client needs to make an intelligent buying decision?

Consider making a summary of recommendations for your presentations. Take the detailed analysis and spreadsheets, and put them in an appendix.

If your client channels Jack Webb and wants the facts – just the facts, or if the client is an actuary with graduate degrees in statistical analysis and engineering, you will be prepared to provide the information needed to fulfill your obligations to communicate in a manner best suited to your client and provide appropriate and complete information. Provide the summary, and give the clients as much detail as they need. Your closing ratio will go up because you are adapting your communication techniques to your clients needs.

Good selling!