No matter where we go, we are bombarded by advertisements trying to sell us something. Catchy slogans such as “Just do it” fill billboards and flash across television screens, hoping to garner our attention long enough to make us feel like we need to “Just do it” all the way down to the Nike store on the corner. But the sale is not made simply when you walk in the door, or when you pick up the phone to order online. The steps in between the advertisement and the transaction are the key ingredients to running a successful business, and they are implemented by your sales and customer service reps.
So how does a sales representative effectively get you from the “door to the dollar"? While many will say it’s an outgoing personality, there are many other factors that go into being an effective sales rep than simply being able to talk a lot.
1. Customer knowledge – Know your customers and what they are looking for! A Subaru owner is on a whole different level than someone buying a Mercedes wagon.
2. Knowledge of the industry – Why and how is your product better than the competitors? Sorry mom, because I said so doesn’t work here.
3. Product knowledge – Know what you are selling inside and out., i.e. I want to know ALL of the safety ratings for this jogging stroller, not only that it comes in red and green.
4. Communication capacities – You don’t need to “bro it out” with the customer, but make them feel comfortable, informed, and valued, while still maintaining a professional edge.
5. Follow-up – People have short attention spans, be sure to help them remember why they wanted to talk to you in the first place.
6. Reporting – You need to do it for the same reason you need a gym buddy – to be held accountable. Reporting is crucial to keep your team up to date on your progress. Who knows, it may lead to a plaque on the wall with your name.
7. Feedback – Every customer has an opinion about the interaction that just took place. Make sure you get the 411 on this, negative or positive – it will help you as a sales rep and your team as a whole.
8. Reactivity – Negative Nancy on the line? Good sales reps need to be able to adapt to any situation – survival of the fittest, right Darwin?
9. Results – All sales reps are judged by results, whether it be numbers, positive feedback, call totals. Know your results, and communicate them effectively. Sometimes you need to sell yourself a little too.
Last but not least is attitude:
Many reps work from home and with a mentality of Skype interviews = blazer on top, sweatpants on the bottom. If they aren’t willing to make the extra effort to have a confident attitude, no sales rep will be able to make you “Just do it”, or anything for that matter. Come on pal, Batman put on a full suit when it was dark out, don’t forget your cape.
