Sales are Scales

Sales are often thought to be a balancing act. For the proverbial salesman (like Willy Loman). which most people disdain, it can of­ten be a juggle between truth and lie to make a deal. But for the true sales professionals, who are usually the most successful in their field, "Scales" are a better analogy for their chosen field of endeavor. 

When meeting potential clients for the first time, an immediate rating process begins. They evaluate you on first sight, based on what you are wearing, your demeanor, and even the circumstances in which you connected. Like a balancing scale, points begin to accumulate for or against you and the prospect begins to formulate (very early on) whether they are comfortable enough to do business with you. There are typical objections any potential customer may have or you may make some mis­takes, but as long as the good exceeds the bad, you have a great chance to close the deal. 

Common errors that salespeople make include poor attire, dishev­eled or stressed look, inappropriate or unprofessional language, excessive talking, heavy use of cliches or buzz-words, aggressiveness, etc. These can all tip the scales to the bad. Further along in the relationship, issues such as price or product shortcomings may cause a breakdown, but if enough good points have been stacked on the positive side of the scale, they can compensate for or even cancel out the bad and give you the win you seek. A few items that will help add points where you need them:

1) Dress right - You never get a second chance at a first impression. Putting your best foot forward is always the way to go.

2) Greet with a smile - Demeanor has a big impact on first impres­sions. People like doing business with people they enjoy knowing.

3) Be slow to speak and quick to listen - We were made with two ears, two eyes, and one mouth; use them in this proportion. People appreciate being listened to and besides, what do we learn when we are doing all the talking?

4) Care about the person you are dealing with - People don't care how much you know until they know how much you care.

5) Maintain your integrity - Be honest and when you don't know the answer to the question; be truthful. You may find this response helpful: "That's a great question. I don't know the answer, but I'll find out and get back to you." People know you are not perfect, so don't act like you are.

A strong relationship, and making a new friend of everyone you meet, will go a long way to clearing the typical hurdles (price, features, delivery times, etc.) in sales. A solid rapport adds value to the sales process and can often tip the scales in your favor. 

One last thought on this subject: remember "Everyone likes to buy, but no one wants to be sold."