BASICS OF SALES

I was calling on a purchasing agent in a hospital and just before she is about to give me the order she shifts the subject to her son-in-law. “He is very personable and bright and I know he would make a terrific salesman. Can you recommend him to your company?” I asked a few questions and gave her a a chance to continue. “What's there to tell. He's bright, articulate and has a great personality. “I see salespeople all day, they smile, make some small talk, what's so hard, and his personality is made for sales”.

What more was there to say. She wrapped it up as succinctly as possible. She had it all down pat. I smiled, took the order and said I would mention it, and I did. I relayed the conversation to the sales manager and gave him her number.

Now personality is important, but what happens if the next salesperson has a better personality? Does he get the sale? People give much more importance to a salespersons' personality than it merits. Personality is important but not as important to the salesperson and the buyer as people think it is. Is it not possible that a mechanic or a bus driver also has a great personality. Not to disparage them. Does that make them eligible to be a salesperson?

Some people are of the opinion that the selling process is nothing more than a random compilation of haphazard words and phrases thrown together in the hopes of a sale being made. Being a sales person takes time, training and practice. Knowing the basics of sales and implementing them is the key to selling, not having a great personality to fall back on.

I have seen both women and men with less than sparkling personalities who were successful salespeople. I have seen serious and subdued salespeople that were successful. I have also seen successful sales people who people would consider less than personable, boring even.

Personality is great if you have a personality that does not border on annoying or overbearing. Having a great personality is terrific, but I rate it behind a salespersons' basic knowledge of sales, objection handling, product knowledge, people skills, and another half paragraph of adjectives.

A good personality is a great thing for anyone to have, but it is rather far down the list of attributes one needs to have to be a salesperson. It is not the end all but in it's proper place it helps.

Thank You
Joe D'Ambra
www.basicsofsales.com
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