Career in Sales.
There has been a pile of articles this year claiming that small fees are in the way of becoming rich, for instance the cycle on CNBC about money advice where the personal finance professional Suze Orman claimed “How your daily coffee habit is costing you $1,000,000.”
I don't think so. Skipping your morning coffee will not make you wealthier. I see a trend against lattes, jeans, vacations, … and I truly believe those expenses are not the reason you aren’t a millionaire, quite the opposite.
Several years ago, I learned from my former sales director to read all news before leaving the house, or better, to do this in my favorite coffee shop: Forcing you to get in contact with different thoughts is the only way to see the big picture. Reading opinions which may differ from what you believe and to be in touch with someone completely strange - at coffee shop - helps to develop empathy, because:
A customer buys what he needs from whom he knows, likes and trusts.
The more a client trusts you, the more he shares his pain points and needs with you. In order to achieve the customer’s acceptance it is necessary to avoid judgments, learn to read emotional signs, increase your "likability" factor and cultivate enjoyable small talks. All this for just a $2.50 cappuccino... it is a steal! Don't forget the old Chinese proverb: “A man without a smiling face must never open a shop” but keep in mind that you are not in a toothpaste ad.
Aristotle's Rhetoric dug deeper into the art of persuasion and his words are more actual than ever before. By talking about Aristotle's "Logos", a seller must know:
Anyone who sells something he is not completely convinced of should change his company.
It is not enough to read or to know everything about your product, you need to be a believer, or at least talk as if you were one; and the best opportunity to train your selling skills is not with an important prospect, but in a coffeehouse with a stranger. You can also help the audience to believe in your pitch through your image.
Neat and well-groomed must be as a matter of course for sellers. Having a pleasant appearance that is produced with care increases credibility. Do it not to be arrogant, but because you feel comfortable with it. The client′s need is still the main goal, but too much friendliness is annoying.
A top seller is not the center of attention but answers open questions and identifies individual necessities of his customers. An interesting exercise to practice customer relationship is to get dressed like a supermarket salesperson (for instance jeans and a red or green t-shirt) and go shopping. Customers frequently don’t notice the missing logo or the employee ID-card and ask you for help. Although there are themes that you are not familiar with and don’t have a prompt answer for, you must listen, identify their need and solve it.
A top seller is a listener and not the one who drones on at customers all the time.
Salesmen will not be successful talking only about them, their company and their product. Listen and address the customer’s issues. Wherever you are, learn to listen. Encourage your audience with open questions.
Whatever you do, celebrate it, even a small success. Communicate your small wins, live in the present moment and acknowledge it, reward yourself.
For a seller the most important skill is resilience, in other words: Overcome your fear to failure.
Usually the image of an encyclopedia salesman in movies and literature is rarely flattering and most of the time funny. As a matter of fact, a complex B2B transaction is not so different after all.
Selling the Britannica door to door was a tough job. See the case of Woody Harrelson’s* father, Charles: before becoming a contract killer, he did it. I know that frequently being avoided or ignored is frustrating. If a business does not work, don’t be frustrated but take it as an opportunity to analyze and adjust your pitch.
I look forward to meeting you in my next visit to a coffee bar.
* A Hollywood star