Posted on: Monday, October 15, 2001

60 Seconds on Business
What are five keys for sales success?

By Drake Beil
President, Solutions Inc.

A recent survey of sales superstars — people generating more than a million dollars of sales annually on big ticket items like appliances, cars and furniture — found five key elements that contributed to greater sales success.

First, the main factor that set top sales people apart was customer focus: the ability to think from the customer's point of view and to go beyond a superficial reading of short-term sales to gain an understanding of the buyer's long-term goals.

Second, provide customers with some information during your meetings that shows you have done your homework about their organization or about their needs.

Third, start by building some trust before you try to lead or guide the customer too far. Stephen Covey's idea is that people want to know how much you care before they care how much you know is right, so avoid coming across as pushy, even if it takes a little longer. Super-sales people have well-developed empathy skills and are the best listeners.

Fourth, the best performers provide customers with some information that shows that they have a handle on product knowledge. But don't bore them to death. Your clients are going to be more interested in the benefits of your product or service and how their problems can be solved, rather than its features.

Fifth, they follow up promptly with a phone call, e-mail or a personalized thank-you note for that professional touch. There's a sales rule called FUFU, and that stands for "Follow Up or Foul Up."

Reach Drake Beil at drake@60secondsonbusiness.com, phone 587-5832.