10 Sales skills I wish I’d learned in my 20s...or my 30s

If you own a business you’re in sales.  You probably know that but when your title says president, founder or CEO it's easy to forget and avoid an education in sales. I didn't really get one. Thought it was beneath me. Dumb! And so I learned the hard and long way with plenty of bruises...

[Cut to various shots of me in epic fail mode]

Here’s a breakdown of some of the most valuable lessons I’ve learned and hope it will spare you a few bumps and bruises along your way.

1. No one cares about your product or service. It’s ok. But you do have to get over it. For insurance people…you tough, bullet-proof warriors already know this one…but for the rest of us? It’s a wake up call. No one cares. It’s up to you to make them see the benefits buried under the features. IT’S UP TO YOU...not the marketing, not the packaging, not the website. YOU. HAVE. TO. CONNECT. THE. DOTS.

2. The only benefits that matter are the ones that communicate to dollars. If you cannot transform your value into money, you are leaving the work of calculation up to the client or consumer…who won’t do it. “Our product will help you sell more” is not nearly as powerful as “On average, our clients increase their close ratio to 9:10”. “Our product will last for years” isn’t as solid a pitch as, “Our product outlasts the competition an average of 10 years!”

3. Plan sales calls/meetings. Think it through BEFORE you call. What are your questions? What are likely objections? What are their goals? Who is our competition and why are we better? You don’t do this to polish a script, you do it for the value of making choices before you dial.

4. Look at objections as really just needs in disguise. Never be put off because of an objection. It’s an opportunity for you to listen and counter with an invitation to remedy an unmet need. If you hear something like, “Sorry but this product isn’t big enough for our needs”, it isn’t a show-stopper…it’s an invite. “Oh, OK Mr. Customer, so we need to have a bigger solution for you. Just how big do you need?”

5. Price isn’t why they are saying no. If you aren’t getting to yes and you are hearing price is the problem it’s because you haven’t connected the financial dots for them yet. Don’t lower your price, instead deepen your understanding of how your product can create value and turn that insight into dollars for them. HANG IN THERE. This is a fake objection and you can't bolt, discount, or burst into defense mode. Just take a breath and stay in the conversation by staying curious.

6. When you leave a voicemail message say how long it's going to be and don’t talk for more than 30 seconds. Say your name clearly and repeat your number twice.

7. Ask for their business. Most of the time people avoid actually asking for the work. "Would you please hire us?" is alarmingly direct but effective. Asking them to just "give us a try" is a great one too. Afraid of rejection? I understand. But when you fail to REALLY ask for the sale you've fallen into one of the easiest weasel traps. Bad way to fail and not a satisfying win either.

8. Be yourself. Emotional intelligence is sort of factory-installed with successful communicators. Start by being radically authentic. There’s a good story in here about authenticity from a Tedx talk I did recently: https://www.youtube.com/watch?v=S3uuQksqfbM&t=68s

9. Share a sales process to make the buying experience easy, transparent and collaborative FOR YOUR PROSPECT.

10. Make your bed. If you start your morning with a process and follow it. Like - no kidding, making your bed - you can use the momentum to carry you into other more challenging habits...like making cold calls.

I've been fortunate to have clients who are exceptional sale professionals and they shared generously what works and doesn't. In fact, they school me regularly and I really can't hold a candle to many of them. It's how we learn though. So if you've got ideas that you want to share, we're here to read them!