Some might say what makes a good salesperson is the results they deliver. In fact, I imagine this may be the most common response. I suppose I would have to agree, but I do think it matters greatly what results we are measuring. Are we merely considering revenue generated that can be directly traced back to that individual? I’ve worked with some incredible individual producers over the years. Some, regrettably, used tactics that would have a negative impact on long-term success, particularly for the organization that employed them. The immediate gains were there, but so was the disaster left in their path.
A career in sales is not for the timid. Success in sales requires tenacity, persistence, courage, and a willingness to embrace rejection as a catalyst for growth. I’m sure we could list several other relevant characteristics of a good salesperson. Still, none of these qualities will have real lasting value if the decisions a salesperson makes are not guided by good business ethics and a commitment to integrity. Often, integrity comes into question during a negotiation process. This is likely due to a poor understanding of what negotiation is. Negotiation is not two or more parties vying for the better end of a pending deal, at least not good negotiation. Good negotiation involves two or more parties working together to arrive at a better outcome for all involved. A good salesperson will take ownership of this process and lead their customer and company to develop long-term partnerships rooted in mutual trust and respect.
No matter how talented the salesperson is, the process is not likely to be an easy one. There are several barriers to overcome depending on the customer in question, and their history with your organization. Perhaps they’ve had promises broken? Good. Issues with billing? Good. Temperamental communication style? Good. They don’t like you? Good. Now, you’re probably asking yourself why I think these are good. It’s because every single issue your customer has, whether directly related to you, your business, or something else entirely, is an opportunity for you to add value. Every problem is an opportunity for you to provide a solution. Do this with consistency and your customer will learn to trust you. They will see that you are interested in what benefits them and willing to put in the work to make it happen. Once trust is established, opportunities for deals become available and the negotiation process can take place, where the salesperson takes the lead, steering his customer and his company toward shared success.
In Chris Voss’ book Never Split the Difference, he writes “Put a smile on your face. When people are in a positive frame of mind, they think more quickly and are more likely to collaborate and problem solve. Positivity creates mental agility in both you and your counterpart.” It’s a great book and I highly recommend it to anyone in sales. It’s filled with several insightful quotes, little nuggets of truth you can take with you to guide your sales activity and customer engagement. This quote, however, is one of my favorites. One of my first jobs as a teenager was working for In-N-Out Burger. As a child, I didn’t smile much. In fact, where I grew up, it was frowned upon (dad joke level 10). It’s true though and if you’re familiar with In-N-Out, you’re probably wondering how someone who didn’t smile even got hired to work there. It’s sort of the Disneyland of burger joints when it comes to friendly interactions between staff and customers. I was hired to work the graveyard shift, cleaning up the store after closing and preparing it for business the following day. So, I was never intended to interact with customers on this 2 am –10 am shift. Odd hours for a 16-year-old, but I had tested out of high school and was ready to work. After my first couple of weeks, I was asked to work a few hours of overtime cleaning tables and other tasks in the dining room. It didn’t take long for my manager to call me out, yelling “Landon!! Smile!” I looked back in anxious fear thinking I had done something wrong and was going to need to look for another job. What I saw when I looked back though wasn’t the look of disappointment. It was a smile. My manager, seeing the concerned look on my face, walked over and encouraged me again (although this time not shouting it across the floor) and asked, “why aren’t you smiling?” I nervously replied with, “I don’t think I have a nice smile.” He looked at me, his eyes welling up and asked, “why would you say such a thing?” I couldn’t find the words, so I just shrugged my shoulders like a typical teenager. He then proceeded to point out his missing teeth and other dental work on his to-do list, and instructed me to show my smile, “it lets people know you care.” He smiled so sincerely; I had never noticed the missing teeth or anything else. What I did see is exactly what he told me a good smile will show. I saw he cared.
A good smile isn’t about the appearance. It’s about the impact on others around you. Similarly, a good salesperson ought to be measured by the impact they make on others. Salespeople need to lead. Leadership, as John Maxwell puts it, “…is influence. Nothing less and nothing more.” Good leaders influence. Good salespeople lead their customers and their company toward growth.