AGGRESSIVENESS or AGGRESSION

The enigmatic and always unpredictable Yogi Berra once said, as only he could, “Baseball is ninety percent mental and the other half is physical.”

It’s easy enough to create an analogy by saying, “Selling is ninety percent aggressiveness and the other half is determining your client’s needs.”

Why don’t we deal with the ninety percent first, all right?  

It's critically important for a salesperson to be aggressive; not readily giving up on a sale.  salespeople who aren't aggressive will never reach their true potential . . . never!   

True professional salespeople are always striving to win the prize, to be the very best they can, to achieve the most that can be achieved.  But please understand, that doesn't mean that these top quality salespeople are out to win no matter what the consequence.  No, quality salespeople aren't out there simply looking to win.  They are after much more than just winning.  They are after that sometimes illusive win-win scenario. 

Win-Win scenario?  That means the clients receive the product and/or service they really want, what will satisfy their needs, and the salesperson receives a fair profit for the product just sold.  That’s a Win-Win scenario. 

However, if your only concern is winning (beating your client); to get that sale no matter how, then there is actually a very good likelihood that you will get that sale.  Salespeople who want to win so badly they'll do anything to get the sale, often do get the sale; they win . . . but they also lose.  

Your clients know quite well when they’ve been beaten up, persecuted, and made to capitulate . . . and they also know you're the one who did it to them.  Your poor clients may have acquiesced and bought your product because you forced them to capitulate, to give up.  In simpler terms, your clients wanted to extricate themselves out from under the pressure you were inflicting on them.  There's more than a good probability that your clients will cancel the order they were forced to buy.  Or, maybe they will just return the product.  Of course they will make sure to return it to someone other than you.  It'll be safer for them that way.  After all, they don’t want to be talked into something they don’t really want all over again. Once was enough! 

Selling with an, "I'm going to win no matter what I have to do!" attitude is not selling aggressively, it's selling with aggression.  You're not looking for a Win-Win.  You're just looking to Win! 

If you want consistency in your sales and guaranteed long-term clients, and I know you do, always look to satisfy your client's needs. You win every time because your clients win every time.  You win because your clients repeatedly refer others to you.  You win because your clients received exactly what they wanted.  

If you want to win, make sure your clients also win.  And that means you must always be Aggressive!    

Never allow your emotions to control your thinking.  Does that mean you must always remain emotionless?  No, not unless you're trying out for the lead in "The Zombie That Ate Chicago".  You are in the business of selling.  Whether you're selling a product, or a service, or a concept . . . you're selling!  Not allowing your emotions to control your thinking means don't make decisions based on your emotions.  Don't throw in a little extra because you really like that customer. That's thinking emotionally. Throw in the extras because by doing so you're guaranteeing your clients return, or because a little extra will make your clients buy even more, or because you're attempting to build a reputation in the community.  You should be compassionate, helpful, and caring.  And you can be all of those while thinking with your intellect, not your emotions.

Once your emotions force their way into your decision making, your logic will, more often than not, leave the building.  Be a professional salesperson.  Be businesslike and never attempt to win no matter how.  Seek win-win scenarios!  Don't sell the Super Enlarged Jumbo Re-expectorater to your clients simply because you know you can sell anything to anyone.  Help your clients buy exactly what they need, not merely what gives you the biggest commission.  Don't assault your clients, forcing them to buy from you simply to rid themselves of the oppressive creature in front of them.  

Be aggressive, make suggestions, be positive and up-beat, help your clients understand why your product or service is beneficial for them.

A professional salesperson; male or female, Asian or African American, tall and thin or short and corpulent, must leave their emotions, personal feelings, and prejudices at the door.  Every client of yours must be treated the same because every client of yours is the same; your clients are just that, your clients.  They're not your brothers, they're not your sisters, or your best friend, or your college roommate, they're your clients!

Being Aggressive is being Assertive; self-assured forceful, firm.  These are all positive traits.  

Exhibiting being Hostile; lacking warmth, insincere, uncaring.  These are all negative traits.

Being Aggressive is Advancing forward; having a plan and taking a logical step-by-step approach.  

Exhibiting Aggression is Charging forward; shooting from the hip, throwing as much at your client as you can. 

Being Aggressive is showing you're Confident; acting positive, secure, convinced of your abilities.  

Exhibiting Aggression is acting Obsessively; fanatical, fixated, neurotic.

Being Aggressive is speaking Definitively; with certainty, exact, without doubt.  

Exhibiting Aggression is speaking Defiantly; rebelliously, pretentious, challenging.

Being Aggressive is seeking Understanding; being perceptive, comprehending, having a grasp of your client's meanings and feelings.  

Exhibiting Aggression is seeking Capitulation; your client's submission, surrender, defeat.

Sometimes we don't make that extra effort to convince our clients, or ask our clients "Why?" when they don’t buy.  Sometimes we simply don't Close, ask for the sale.  Why?  It's because we're afraid we're being too pushy, showing too much aggression.  AND THAT'S JUST PLAIN CRAZY!  You're trying to help your clients make the correct decision and purchase the appropriate product and/or service to meet their exact needs.  Your client's best interests are at the forefront of your intentions.  Their satisfaction is precisely what you're aiming toward.  That’s aggressiveness and can in no way whatsoever be confused with aggression.  You're being attentive, warm and friendly, self-assured, logical, demonstrating concern, acting positive, being convincing, exact in your statements, and you're making an effort to truly understand your clients.  Don't ever confuse those behaviors with aggression.  You're being aggressive, and you should be mighty proud of yourself for acting that way.  I know I'm surely proud of you.  

If you’re a salesperson, manager, or owner, which you probably are, and you’re not working with a professional Trainer (coach), you may not be on the best path to reaching the summit of your potential! 

For additional information about David Richman and Butterfield Enterprises, Inc. take a moment to review David’s Linkedin Profile and what his clients have to say about him, or if you would prefer, call (818) 368-1308 or email [email protected] visit butterfieldenterprises.com.  And if you haven’t already done so, join David’s Linkedin network.