Salespeople are the executors of every business dream

It's probably no surprise that a seller writing an article on sales would begin by praising the field. However, this seller happens to be both unapologetically confident and straightforward.

I can think of many reasons for choosing to work as a seller: some are passionate about sales, some are solely motivated by monetary gain, and others find themselves in sales unexpectedly. Oh, and let's not forget those with poor CVs who've realized that the best way to make a lot of money despite having no real resume, is by talking themselves to it- These are my favorite!

All sarcasm aside, sales are much more than just talking and throwing cliches at the client. It's a work of art. It's a way of living. It's the thrill of winning.

Given the multitude of reasons for pursuing this profession, and the fact that in many cases you don't need an impressive resume, the competition within this field remains fierce. To thrive and succeed in this industry, you must master it.

First, understand this- Sales are no difference then boxing- There can only be one winner. The second thing you need to understand is- winning means selling, nothing else.

After many years working in sales, starting from the very bottom of the food chain and elbowing my way up, I gathered ten rules of sales that guide me and help me train new employees.??

In the spirit of honesty and because I'm loyal to rule number seven, I'm now going to share with you what I believe to be the Ten Commandments of sales.

The sequence of the rules holds little significance, except for the first two. Rules one and two primarily revolve around mindset rather than practicality, yet in my view, they are the most crucial.

Here we go:

1. Zero ego

Remember that you were hired to serve the owner's purpose, not to instruct clients on etiquette and manners. Your primary goal is to make the sale. If you couldn't keep it together and you "taught the client how to speak", and by that you did not make the sale- just like in the boxing ring, you lost. Throughout your journey, you'll encounter many different people. Some will try to show you that they know life better than you, they know your product better than you and generally speaking- they are way smarter than you. SO WHAT. Sometimes it's way better to just let them "be smarter", your only objective is to make a sale. If they buy- you earn commission, and that’s a win. While ego is crucial for motivation and success, ensure it stays out of your sales pitch, always focusing on the goal.

2. Never Assume

This is often an issue among veterans. Surprisingly (or not), as seniority at work increases, we tend to believe that we can predict a client potential just by the look of it. I've had employees confidently claim they gauge a sale merely by the tone of 'hallo' over the phone. Team leaders often reallocate leads among sellers, only to witness a client labeled as having 'zero potential' in the CRM make a deposit after conversing with a newcomer. We convince ourselves that our experience is enough to understand if we should "spend our energy" on a client with "no potential", believing this optimizes efficiency. The truth is that we can NEVER know if and how deep the client's pocket is. Even yours truly is not that arrogant. And one other thing- There is nothing more annoying than to see a newbie beat you. Keep that in mind next time you're passing on a client.??

3. Go back to basics.

If you wonder what the basics are, please consider this list as that. There will come a time when you get stuck. We often wish we could consistently earn the same bonus every month, but the fact is that we are doomed to a fluctuated bonus. Top performers can sometimes find themselves in a struggle after a few days, weeks or even months of bad performers. In most cases they will try to run as fast as they can, skipping important points in their sales pitch. They will break rule number two again and again, trying to make ' better use' of their time. This is the time to pause, take a breath and go back to basics. Looking at your very first sales pitch and remembering the key points of sale. We will meet this rule again when talking about rule number eight.

4. It's a numbers game

Being a big believer myself in the immortal phrase, 'Hard work beats talent', forces me to recognize the validity of this principle. Talent and experience should help improve convert rate and the importance of expertise cannot be understated. For instance, one may convert 7 out of 10 leads into a client, while another will only convert 5 out of 10. It's very hard for veteran sellers to maintain momentum as they did at the beginning of their career. It can result in low performance when talking about reaching a big number of clients and call duration. Consider this scenario: One can achieve a 70% conversion rate, but can only reach 100 clients a month, while another reaches 200 clients a month with a 50% conversion rate, can you guess who the managers will choose to keep by their side? A tip for sales manager: when you find someone with both talent and ability to maintain high performance when comes to reaching clients- that's a keeper.

5. The client always lies

This is not the typical lie as we know it. No one likes to lose. Entering a sale is just like stepping into the ring, even if both you and the client don't recognize it at that point. Because of it, and given your superior training in such scenarios, the client faces two options- either to buy and let you win or to run away and win. You must believe that the client needs your product and can afford it. The minute you stopped believing it- you are on the sure path to losing the sale.

6. If you choose to tell the truth, be bold about it

When confronted with a challenging question, and you find yourself "reviling" the downside of your product, hesitation is not an option- you cannot stutter. Boldly embracing the truth minimizes its flaws. Frame it as a common aspect and make it sound as if this is normal and every other product will "suffer" from the same downside. Just to give an example- if you are in the investment business, and the client ask you if it's a "guaranty", don't do that; "Listen, you need to understand that…". Instead, do this; "of course not! If it was, I wouldn't have a job". This approach subtly dismisses the question's relevance to the industry while staying compliant with regulations. After doing that, immediately continue the emphasize the good things your product has to offer.

7. This isn't academia; plagiarism is embraced here

Most sellers are surrounded by other sellers, giving us the chance to listen to other and to use what we hear for our needs. Take whatever you can! Say things that you heard as if you just came up with it. Trust me- I'm doing the same. some of the rules here were collected over the years from colleagues of mine.

8. Stick to what you know

Knowing our weaknesses is often more important than trying to brag about our knowledge. If you find yourself getting lost in the conversation and outmatched by the client's expertise- rule number one and followed by rule number three. It's great to impress a client with your knowledge, however, showing that you are the kind of person that tends to pretend to know what you're talking about will cause you to appear untrustworthy. Many times, telling the clients that you are an expert when it comes to your product and would prefer not to mislead them will serve you more. Go back to your pitch and make the sell.

9. Never back down from a punch

A sales conversation doesn’t adhere to the rules of a debate. Many times, the client will interrupt you and this is normal- let him. You don't want a one-sided conversation. But, when you are trying to make a point, especially after following rule number six, you must conclude- even at the cost of asking the client to let you finish. In the previous example the client asked if the investment is guaranteed- you immediately said "of course not"- you chose to follow rule number six and be bold about it. Now it's crucial to follow up- normalize it by saying; "do you know any investments that are guaranteed?". Here is another one; client is saying "your product is not cheap", to which you respond, "definitely not." Ending it here will be terrible. If the client interrupts you, politely ask him to let you finish and continue by stating the obvious; "I never said the product is cheap, I insisted it's good!"

10. You are not the client

I often find myself trying to convince employees to embrace certain approaches. Many times, they try to give me a hypothetical and overwhelming answer on behalf of the client. Remember that the client isn't familiar with the product as well as you are. Don't try to put yourself instead of the client- primarily because doing so violates rule number two, but also because if you, as the seller, assume the role of the client and 'win', it results in you losing.

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A story from the past:

I used to handle leads from across the globe- some promising, others not so much. The most challenging were the ones worse than the 'bad leads'- individual unable to communicate in English, leaving me puzzled about how they even registered. Just before I lost interest in such leads, a moment of desperation led me to try something that forever changed my perspective on sales. In a moment of despair, I told the client; "Look, you money me now, I more money you later…"- astonishingly, it worked. In that instant, I grasped the essence of sales- Selling is about creating value for the other side. If the client comprehends that- you made a sell.

The fate of companies often hangs on the competence of their sales department. Take pride in your work and treat it with the respect it deserves.

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You'll perpetually exist within an ongoing paradox. When the company was initially founded, the founder experimented with various formulas until settling on your bonus structure. The more successful you become in your role, the more the founder revisits and reconsiders this bonus structure. This dynamic serves as a marker of your performance excellence.

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