SO far in our series about KASH sales, we’ve discussed the importance of the first characteristic that is crucial to the success of a salesperson: being knowledgeable. So now let’s move on to the next characteristic on the list of KASH sales traits: having the right attitude.
What does it mean to have the right attitude? It is about a way of thinking that affects a person’s behaviour.” Much has been written about the importance of attitude in all spheres of life. The late Sterling W. Sill, an American author, made the following observation about attitude - “Everything depends on attitude. We are ambitious or lazy, enthusiastic or dull, loyal or undependable, according to our attitude. We get good grades or poor grades - according to our attitudes. Discouragement is an attitude. Lack of industry is an attitude. Failure to follow instructions is an attitude.” In relations to sales profession, W. Clement Stone, businessman, philanthropist and New Thought self-help book author, wrote: “Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.”
In a recent study into the skills and qualities that make up the profile of the Professional Sales Person, the two most important were Attitude – 30 per cent and Sales skills – 30%. The rest were Company knowledge, Product knowledge, Industry & Customer knowledge and Business knowledge – each rated at 10 per cent. The findings clearly confirms Harry F. Bank’s quote of wisdom: “For success, attitude is equally as important as ability.”
Evidently, a positive attitude to selling your products and services - without question - is the most important element in the profile of any salesperson. Sales professionals in the selling role consistently demonstrate these eleven personal attitudes: -
Passion – I’ve met salespeople who don’t have a passion for what they do. To them it’s just a job. Fact is that, successful salespeople have a profound confidence in their roles and the product they sell.
Positive and enthusiasm - Are you positive and enthusiastic about the products you sell? Positive salespeople see the glass as half-full instead of half-empty. They are able to turn negative sales situations into positive ones because of their positive attitudes. They know at the end of the dark tunnel, there’s light. Defeat is the platform from which they improve and thereby increase their opportunities to become successful. Borrowing a quote from Vince Lombardi - “If you aren’t fired with enthusiasm, you will be fired with enthusiasm by your prospect or customer.”
Value their customers – Many sales organisations aim at building long-lasting mutually beneficial relationships with customers. This where profits are derived if you should consider the lifetime value of customers on every business. As a result, it is important that salespeople seek to build relationships which are profitable and ongoing. For instance a positive attitude of respecting your customers’ time by showing up on time for meetings is what is expected from a professional salesperson. Attitude determines how well you value your customers.
Adaptable (Accept change) – As a sales professional, you have to recognise that there is always scope to develop, be it a personal skill to develop or a new technique to implement – we can always improve. The 20 per cent successful salespeople recognise that it is necessary for them to be agile in adapting and changing to new ways of selling, using new tools as well as dealing with industry changes.
What have you done about it? Have you adapted and changed? Here are two great quotes to emphasise the point: - “Great salespeople have an edge because they are able to let go of obsolete ideas…” – Donald Trump – Personal Selling Power; and as Bill Gates said: “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
Ambitious – Goal setting is the hallmark of very successful salespeople. They set stretching goals and focus all their effort into achieving them. They pursue excellence and therefore drive themselves to success.
Disciplined – Successful salespeople are much disciplined in their chosen profession. They’re so focused that they cannot be sidetracked from their sales activities and their goals. They possess tremendous staying power, they follow-up with their prospects and eschew procrastination (the mother of failure). As a disciplined salesperson, you have to be good at planning, organising and prioritising, as well as possessing an agile mindset.
Friendly – Ability to build rapport and relationships is crucial to most successful salespeople. They are very sociable and feel comfortable in networking and engaging with complete strangers. A friendly attitude opens many doors and opportunities for successful salespeople.
Confident – Salespeople face more rejections in a day than an average person may face in a lifetime. They have doors slammed in their faces, phones hanged-up on them and also hear the word “no” always. Taking the rejection “blows” bravely on the chin and having the self-confidence to continue fighting is what successful salespeople do.
Persuasive – The ability to persuade is an attitude that successful salespeople exhibit. Since customers want to “buy” and not to be “sold” to. To influence prospects and customers’ buying decision, successful salespeople use consultative selling skills to match customer needs.
Independent – Whether a salesperson is remunerated on commission-basis or not, there’s evidence to suggest that successful salespeople are results driven, self-starters and take personal initiative and responsibility to become successful.
Hardworking – As they say, “hard work pays!” Successful salespeople work hard and their work ethic is phenomenal, working assiduously and long hours to achieve and exceed their goals. They’ll go the extra mile in meeting the needs of prospects and customers.
Conclusion
As Professional Salespeople, know that without a positive attitude all the skills and knowledge in the world will not make you succeed. To quote Friedrich Wilhelm Nietzsche, “Pathetic attitudes are not in keeping with greatness.” GB
The writer is the C.E.O of Salesmark Services, A Sales Management & Training Firm.He is also a Sales Consultant, Trainer & Coach
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