In the competitive world of sales, success is often defined by your ability to close deals and generate revenue. However, what sets apart truly exceptional salespeople is their adherence to certain key principles. These principles, which I like to call “Robin’s Rules for Salespeople,” are the cornerstone of effective and ethical selling.
1. Be Sold On Your Product
To be an effective salesperson, you need to be completely convinced and passionate about your product. If you’re not, find a way to get excited or consider a career change. Your belief in what you’re selling is contagious.
2. Professionalism Is Key
Always be the most professional person in the room. Dress modestly and professionally, avoid getting angry or defensive, and be polite. Follow through on your commitments, be prepared, and have a process. These qualities don’t just reflect on you; they reflect on your product and company.
3. Follow A Strategic Process
True sales professionals don’t “wing it.” They follow a well-thought-out, strategic process. Find the best way to sell your product and replicate that process consistently. This might involve identifying the right prospects, understanding their needs, presenting solutions effectively, and mastering closing techniques. The key is to identify a process that works best for you and your product and then refine and repeat it. Consistency in this process ensures efficiency and increases the likelihood of successful outcomes.
4. Never Disparage The Competition
Talking negatively about competitors does not showcase your product’s strengths. It makes you appear bitter, jealous, and fearful. Instead, differentiate your product by highlighting its unique features and benefits. When asked about competitors, it’s more effective to acknowledge them respectfully while steering the conversation back to what makes your offering superior.
5. Email Alone Isn’t Enough
In today’s digital world, email is a crucial tool for communication but relying solely on email for prospecting can be ineffective. The most successful sales strategies integrate emails with phone calls and personal visits. This multi-touch approach ensures that you are engaging with prospects in a variety of ways, increasing the likelihood of capturing their attention and building a relationship.
6. Always Schedule The Next Step
One of the keys to maintaining momentum in the sales process is to always have a clear next step. This could be a follow-up call, a meeting, a product demonstration, or sending additional information. By scheduling this before concluding any interaction, you ensure that the prospect remains engaged and that the sales process moves forward. It also demonstrates your commitment and professionalism.
7. Target Decision Makers
Time is a valuable resource in sales, and it’s important to use it wisely by targeting individuals who have the power to make purchasing decisions. Engaging with people who can only say ‘no’ and not ‘yes’ can result in wasted effort. Identifying and connecting with decision-makers early in the sales process can significantly increase efficiency and the likelihood of a successful sale.
8. Activity Drives Results
Success in sales is directly proportional to the amount and quality of effort you put in. Rather than focusing on external factors like competition or market conditions, concentrate on what you can control – your activities. This includes prospecting, networking, nurturing leads, and continuously improving your product knowledge. Remember, it’s not just the quantity but the quality of these activities that will drive your success.
9. Compensate Lack Of Skill With Effort
If you’re new to sales or find certain aspects challenging, compensate with increased effort. This means more calls, more meetings, and more time spent learning about your product and market. Over time, this effort not only compensates for any lack of skill but also helps in developing those very skills. Persistence and hard work are often the deciding factors in closing deals and building relationships.
10. Aggressive Follow-Up
A common mistake in sales is failing to follow up adequately. After initial contact, it’s crucial to stay on the radar of your prospects. This means following up quickly, consistently, and with a purpose. Each follow-up is an opportunity to provide additional value and to remind the prospect of your product’s benefits. An aggressive follow-up strategy involves persistence, but it should always be balanced with respect for the prospect’s time and boundaries. Remember, a lead is only cold until it’s warmed up through diligent and thoughtful follow-up.
11. Work Beyond Standard Hours
The world of sales doesn’t adhere strictly to a 9-to-5 schedule. This might mean taking calls in the evening, planning your strategy over the weekend, or attending networking events after hours. This extra time commitment demonstrates your dedication and can often be the difference in closing a deal. However, it’s important to maintain a work-life balance to avoid burnout. The goal is to work smarter, not just longer.
12. Offer Something of Value
This means having more in your arsenal than just a sales pitch. Understand the industry of your prospect, be knowledgeable about market trends, and offer insights that can help their business. By providing value in each interaction, you earn the trust and respect of your prospects, making them more likely to engage in a sales conversation. This approach shifts the dynamic from a simple transaction to a valuable partnership.
13. Embrace Rejection
Embracing rejection is a powerful strategy in sales. Instead of trying to convert every prospect, focus on identifying those who are genuinely interested and willing to buy. This approach saves time and resources, allowing you to focus on high-quality leads. Encouraging prospects to say ‘no’ when they’re not interested can help in qualifying leads more effectively, ensuring you invest your efforts in the most promising opportunities.
