Being a Better Salesman
I’m writing with over 35 years selling experience. I’ve been in advertising all my life
and began with my own advertising agency. Later, I joined the Bell System Yellow
Pages and did private consulting. Today, I’m retired and run a home-based business
along with my wife called, ‘The Nurse’s Choice,’ a health information and doctor
referral website. I’m still technically a salesman, but I didn’t set out to be one. I
began as a designer and eventually, art director for a small East coast agency. When
I was hired by the Yellow Pages, I had almost no sales experience. But I had always
taken care of my clients and discovered it was virtually no different. Now I took care
of the customer.
That’s not to say that the customer is always right: far from it. But it was my job,
albeit, my responsibility, to tell them when they were mistaken and put them back
on the proper path. I was the advertising expert and they expected me to help them
make the right decisions that would benefit them or their business, Along the way, I
learned how to be the best salesman possible and made many friends in the
process. These ideas will work for any salesman whether you’re selling cars, homes,
or anything of value. Now I’ll pass on these tips in no particular order.
(1) Be honest. It sounds easy, but sales people sometimes have to sell products
that they don’t believe in or aren’t needed by certain clients. In those cases, I would
present the item and let the customer decide. Which leads me to number two.
(2) Don’t be high pressure. A good salesman doesn’t need to be. Just do the job
and allow the product to sell itself while expounding on the features and benefits.
(3) Smile and be friendly. You’re there to do them a favor and help them or their
business. Let them feel that through your words, actions, and attitude.
(4) Recommend what they need. There is no use bypassing what they asked for
simply to meet some quota. They’ll pick up on you ulterior motives soon enough.
(5) Along with the previous, ask what they need. Allow them to explain what they
are seeking and why. Learn about their situation.
(6) Answer all their questions. It’s your primary job. Pass on your knowledge so
they may feel secure with you and your understanding of the product or service.
(7) Give them options. There are probably several decisions and choices to make.
Explain the pros and cons of each and sit back, allowing them time to digest the
presentations.
(8) Shut up. Let them do the talking. Many new sales people will eventually talk
themselves right out of a sale. Know the value of silence.
(9) Ask for the sale. When the time is right, pull out the contract. Sense when it’s
time to have them make a commitment. Don’t be afraid to do so.
(10) Overcome their objections. That’s when the sale actually takes place.
(11) Thank them for their business or time, even if they don’t buy right away.
They may still come back and be your customer. Don’t burn any bridges.
(12) Follow up. Call them and reminder them you are available to answer any
addition questions. Thank them again.
It’s an easy road to follow but many sales people forget these basic rules. Be
smart and you’ll make plenty of money, good clients, and good friends along the
way.
Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for
nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising
and has a Master’s Degree from Monmouth University. He had his own
advertising agency in Scottsdale, Arizona and ran a consulting and design
firm, ABC Advertising. He has authored 6 books and a novel, “Pursuit of the
Phoenix,” available at amazon.com. His latest book is, “Inside the Yellow
Pages.” Currently, he is the Marketing Director for thenurseschoice.com,
a Health Information and Doctor Referral site.
