June 2002 Track Selling Times Feature
 "Separating the True Sales Professional
from the Mass of Mediocrity"
by Roy E. Chitwood, CSP, CSE |
In previous newsletters we have discussed the method for becoming a true sales professional.
What really makes the difference between top performing salespeople and mediocre salespeople? I believe it is the dedication, discipline and attention to details that separate true sales professionals from the mass of mediocrity.
Let's look at how other professionals operate.
The late Sir Lawrence Oliver, the famous actor, stated, "You have to have the humility to prepare and the self confidence to bring it off."
Dedication to details, discipline and method, that's the hallmark of a true professional. A professional salesperson has the same personal traits and work ethics. I know of no greater example of Lawrence Oliver's advice than Tiger Woods. When Tiger won the Bay Hill Invitational for the third consecutive time, his 30th PGA win, he said, "It's certainly a nice by-product of a lot of hard work." Speaking of Tiger, his pal, Michael Jordan, talks about a new definition for intimidation, which he calls the "work ethic". "Some people try to take short cuts; nine times out of 10, they fall short because of the work ethic that someone else has. Tiger has that work ethic."
When Tiger was learning the game, his father, Earl Woods, would rip the Velcro on his own golf glove or drop a set of clubs in the middle of his son's back swing. Tiger never flinched. It's this kind of attention to details, dedication and self-discipline that makes Tiger Woods probably the greatest golfer that ever lived.
Professionals in any field make a commitment to be excellent. Yes, they are paid for what they do, but it is not about the money. Rather, it is about striving to be the best in their profession.
True professionals, whether in the sports world or the sales industry, share three common qualities: Knowledge, Skill and Attitude.
1. Knowledge.
Knowledge in the sales profession is awareness of your business, customers and marketplace plus your selling skills. Professionals yearn for this knowledge to better themselves and improve the quality of their work. They read, attend workshops and classes, set goals and study other top performers. Even when they reach the top, professionals remain students by continuously searching for other methods to perfect their craft. True sales professionals invest in themselves regularly. They research the companies and clients before making the sales call and continue this research throughout the selling process.
They believe in the statement, "Knowledge is power."
2. Skill.
Knowledge by itself is one of the most unrewarding attributes a person can have. An individual who does not know how to apply an idea is not any better off than someone without an idea. Skill is your ability to apply your knowledge. This is where dedication to perfection makes the difference between top sellers and mediocre ones.
How do you obtain this skill? By hard work. Baseball legend Cal Ripken did not become the Ironman of Baseball by merely playing in an occasional baseball game. Instead, he studied, practiced, developed and improved his skills to remain at the top of his profession and earn the right to play in each of his 2,632 consecutive games.
What skills do professional salespeople need? They need to understand the attitudes, needs and wants of their clients. True professionals learn how to develop rapport and solve problems. They are persistent. Top sellers follow the sales process from beginning to end and continue their client relationship with follow-up calls. They deliver more service than is expected of them. They practice and improve these routines daily. This takes time, discipline, and yes, hard work. Lazy sellers need not apply.
3. Attitude.
What attitude do you adopt when you are using your skills and knowledge? Embrace a positive attitude, and you will see positive results. Conduct yourself in a negative manner, and you will produce negative results. Top professionals have fun at what they are doing and have the courage to continue after a failure and gain knowledge from the experience.
Tiger may not win every match, but by examining each match objectively and learning from his mistakes, he avoids what is commonly known as "the slump".
Learning the knowledge and practicing the skills increase your confidence in what you are doing, resulting in greater success. Top professionals expect success.
Additionally, believe in yourself, your company and the product or service you are selling. True sales professionals are enthusiastic and genuine. Clients trust them and know their needs always will come first.
Learning, practicing and applying precise, step-by-step selling procedures such as those taught in the Track Selling SystemTM separate the top sales professionals from the mediocre ones. Sales professionals continually focus on improvement. Make the commitment to enhance your knowledge, skills and attitude each and every day, and become one of the few true sales professionals.
Points to Remember:
- Knowledge, skill and attitude separate top professionals from mediocre ones.
- Dedicate yourself to continually learning more about yourself and your profession.
- Discipline yourself to practice and improve your selling skills daily.
- Embrace a positive, confident and trusting attitude.
- Endeavor to be the best in your profession.
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