Four Rules For Successful Selling
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Four Rules For Successful Selling

I’m working with a few different partners to prepare their sales and marketing teams to deliver mobilePLUS.  I love working with these teams and getting them as excited about our solutions as I am.  It also reminds me of the importance of sales fundamentals.

While it can be fun and challenging building webinars, demonstrations, and other outbound activities, ultimately, in our market (B2B), selling comes down to personal interaction.  That is where the cream-can-rise-to-the-top or we separate-the-men-from-the-boys.

How you execute after the research and qualification activities are finished is where you establish your odds of winning.

“Sales Are Contingent Upon The Attitude Of The Salesman – Not The Attitude Of The Prospect.” – W. Clement Stone

This reminds me of an old Glidden Paint commercial.  The storyline is a competition among paint manufacturers.  In the scene, the judge enters the room of waiting competitors and says, “The winner is Glidden!” After a hesitation, one of the non-Glidden salespeople (in a not-so-subtle PLAID sport coat) asked, “Who came in second?”.  The judge looked at him and just said, “Does it matter?”

It’s so true!  In B2B selling, there is almost always only one winner – so every deal is important.

I have found in my 40 years of sales that no matter what you’re selling, you can control your success when following these four suggestions:

  • Your time is valuable – target prospects that will make the best use of your time (qualified)
  • Understand how you can benefit your prospects – make that the focal point of your discussion
  • Be honest, professional at all times – establishing your personal credibility
  • Be both persistent and patient – the first (and additional) effort(s) often don’t work – keep going

The bottom line is to make sure you do your homework – fully understand what you’re selling and who your prospects are.  Then show them their benefits with honesty and patience.

In a world of sound bites and video feeds, we can lose track that selling is still personal.  When you embrace that, you can make a substantial difference in your success and your customers.

“All things being equal, people will do business with, and refer business to, those people they know, like, and trust.” – Bob Burg

There is an old saying, “Happy Wife, Happy Life.”  Let me add a new one here: “Successful Customer, Successful Career.”  It may sound corny, but successful customers are not just references – they are the best source of information for your continued improvement.