Steps To Confident Sales Success

Years ago, when he was ten years old, my son Tim found the shell of a July fly (what Yankees call “cicadas”), then brought it to me and asked what it was. I told him it used to be the skin of a bug, but it wiggled out of it when it grew new skin and left it behind. He studied it and said, “Hmmm! I bet it hurt getting out of this!” I assured him it did (though I didn't know for sure. Cicadas are tight-lipped about things like that, I guess) and that it probably felt a lot better now. Tim replied, “That's probably why their chirps sound so happy!”

Now, in a sales or presentation field, we need to break away from the old methods that have pretty much put us in a rut and kept our sales figures in the basement. In that case, imagine yourself as a cicada, and your career to this point as the shell you “molt”, or get rid of so you can let a more driven, successful skin breathe. Sometimes your old ways can cling to you as tightly as a too-small girdle on a too-big human – it'll take some well-invested time, a positive attitude and a bit of effort. But, soon, it's off – and your new “skin” will make you feel relieved and a lot happier.

But, while leaving your past behind you is important, also remember this:

In China, there are many holistic practitioners who collect the molted shells of cicadas, crush them into a fine powder, and use them to treat colds, fever and other minor ailments. So, even though your past experiences (the molted shell) are gone, remember to extract any valuable lessons you've learned from it. Then apply them to your career now to enrich and strengthen it.

IF YOU'RE IN TRAINING

One of the hardest parts of any job is the training or "indoctrination" stage - learning the "what, when, why, where and (most importantly) how" of your specific title. But it's obviously necessary in order for you to know the operations of your new job.

How do you handle your first session? Let's take a look at Martin and Steve, two guys whose resumes were accepted by an advertising firm:

They were both told that the indoctrination would start in the ad office's conference room promptly at 9 AM on Monday.

Martin entered the room a few minutes ahead-of-schedule. Sharply dressed, he shook the HR director's hand and introduced himself with enthusiasm, making eye contact the whole time. In his hand he held a legal pad "so I can make notes along the way." he smiled. "I don't want to miss a thing!" Then he took a seat, exhibiting great posture and an eagerness to learn.

At about 9:30, Steve sauntered into the room. Dressed in casual street wear, he lamely shook the director's hand and, without making eye contact, practically mumbled his name then took a seat. He relatively slouched at he was sitting - a sign that he hoped the session would be over quickly.

During the session, which was often interrupted by Steve's phone signaling texts coming in, Martin asked questions pertinent to his job in the "creative" department and took notes on what the director said. On occasion, Steve would raise his hand and ask about the other employees, pay day, and other trivial questions.

Just after the session, Martin shook the director's hand, warmly smiled and thanked him for the opportunity to work for the company. He would be starting the following morning. Steve then asked, "And when would you like me to start? The same time?" The director paused for a moment, then motioned to the table. "Steve, I need to talk with you for a moment ..."

Martin began his job at the advertising agency by showing up, as usual, a little before 9 AM the following day. Steve never came in. He didn't make it past the meeting.

You see, the first impression you make on an HR director (or whoever trains you) is very important. During your work, of course, cell phones should be off. And, remember: you're getting paid for your work, and I'm sure you'd like that pay to continue, even land raises on occasion and get along with your fellow employees. In the next few sections, we'll talk about how you can make that come true.

NICE AND EASY DOES IT!

It's common for a brand-new employee to be a little nervous or skittish during those first few days at work. Some of the first thoughts to cross many of their minds are, “Will the manager) approve of my work? What if I make a mistake? Am I too fast/slow?”

If you're the “new kid on the block” and find yourself worried about these things, here are some tips to help you build confidence in your abilities:

1 Remember that most employers expect you to be a little slow to begin with. You're like a person driving a brand-new car off the lot for the first time: you want to be extra careful because it is a new car and you don't want to make mistakes. It's a way to become accustomed to the vehicle. By the same token, your manager knows that you're new to the game and are trying to familiarize yourself with your new business surroundings. So, in this case, “nice and easy” does it.

2 When you can, observe the most successful employees in your specific department. Make mental notes as to how they handle customers, required paperwork and interaction with each other. Chances are, you'll see them consistently showing two important “C's” of business: Commitment and Confidence. They're committed not just to the customer but also doing their best overall work. And they're confident in their abilities toward each of those.

3 Build a solid rapport with those employees as well as management. Don't be afraid or hesitant to ask questions about how to better perform your own duties. Soon, and by following their advice, you could find yourself as successful in your work as they are in theirs.

4 While "nice and easy does it," gradually build up speed. Still, never sacrifice accuracy just to become faster. Besides, if your particular job is somewhat repetitive, then you will likely build speed naturally by virtue of that repetition itself.

MAKING IT AFFIRMATIVE

Okay ... so how do you start making (whatever day you're reading this) the type of day you want?

First of all, remember that you awoke this morning. That's means you're still in the game! Now, look ahead to the day and tell yourself what's going to happen. The truth is, you can't, because that time's not even here yet. Each hour that's ahead of you is like an empty container just waiting for you to fill it with something good and productive. Can you do it? Of course, you can - if you have the right attitude about yourself and your abilities.

So how can you get that attitude? By making contact with yourself! Here's the way to start doing that: right now, grab a piece of paper (it can be the back of an envelope) and a pen. Then start writing all the positive traits or attributes that you have. Just make sure you list what's inside you; this is not about your looks or physique.

Are you intelligent? Can you talk well with others? Do you "plan" well? Are you generally an upbeat person? Are you good at numbers? Are you a "team" player?

Get the picture? Once you've built that list, read it back to yourself slowly but aloud!

When you've done that, you've repeated some personal affirmations! You have become more in contact with yourself and your abilities and, in turn, sparked a positive attitude!

Now, the best times to read these (aloud, by the way) are right after getting up in the morning and just before you get ready to go to sleep at night. You see, those are two times during the day that your subconscious is more apt to let repeated information sink in - and what better info than positive reminders of your best traits? But remember to keep that list with you (if you're using a "scratch" piece of paper to jot them down on, you might want to copy them on an index card when you can so you can keep with you and re-read if you begin to feel a little down about yourself). You'll soon find yourself adopting the coveted "I-Can-Do-It!" attitude.

AFFIRMATIONS BUILD CONFIDENCE

Now, with those affirmations being repeated and your attitude bolstered, you know you can face the day with something else you've made contact with: confidence. And confidence breeds action, which defeats fear. Here's an example of what I mean:

Bill H. was an insurance agent friend of mine in Charlotte. Like many agents, he had to go out into his debit (back then, our assigned sales/service areas) and sell new product to non-policyholders. Invariably, Bill would come back empty-handed every day.

One Friday, as we were closing up the office for the weekend, I asked him "Bill, what's holding you back from making at least a sale or two?" He stammered and cleared his throat for a minute, then finally admitted, "I'm not real good at selling to people. And, even if I was, I'd have a lot of money to carry and somebody might try to rob me." Then he sighed, "I don't think I can do this, Chuck!" He had not only given himself a bad affirmation, but also showed his fear and self-defeat.

"Bill, do you know why you're 'not good at selling'? It's because every time you tell yourself that, you're convincing yourself just a little more. Man, you need a little confidence in yourself!

Now, when you get home, why don't you draw up a list of positive affirmations? Instead of saying 'I'm not real good,' write down 'I am really good'. Rather than give up, why not say, 'I can do this! If one way doesn't work, I'll try another and another until I find the best way for me to make the sale!' And, since every other agent comes in with signed contracts and a lot of receipts, it's obvious that they weren't robbed. So you can affirm that you'll be just as safe as they are!"

He agreed to write down and practice positive affirmations during that weekend. By the end of work on Monday, he'd written over $350 in new business and collected from over 20 accounts! He met me in the hall after work. "Chuck," he gleamed, "that affirmation stuff really worked! I believe I'm as good as any of these other agents now!" He said his older brother came by for a visit the prior evening and brought one of his friends. "I practiced my new sales pitch on him! Yeah, I was afraid at first, but those affirmations did the trick. Man, I know I can do this business now!" I smiled as he continued, "By the way, he might be stopping by here this week to take a policy with us!"

Now, you'll find these affirmations work in any situation, if you're willing to let them.

Shortly after getting out of the Army, I was employed by a popular fast-food restaurant. Though thoroughly trained by management, when that first huge, Friday evening dinner rush hit us, I nearly panicked; no way could I keep up with the orders, despite having others around me to help. Finally, Ron (the kitchen manager) had to pull me off the line and put me, instead, to cleaning the dining area! After the rush was over, he took me to the side. "Chuck, you're a good cook, but you can't let these rushes get the best of you! Just take a deep breath before they come in, and tell yourself that you can keep up with the orders." "But the crowd ..." "Don't worry about them! As long as they get their meals, and they're cooked just right, they'll wait a couple minutes more if need be.

Now, I want you to go ahead and clock out but, when you get home, tell yourself that you're good at this; that you can do the job quickly without sacrificing quality. Believe what you're telling yourself, and see yourself cooking like that. And, when you wake up in the morning, tell yourself the same thing - and mean every word of it!"

I did exactly as I was told, every day and night, believing it more with each passing day. About two months later, I'd become good enough to be promoted to assistant kitchen manager!

So making positive affirmations as discussed in the first chapter - and repeating them faithfully - will increase your confidence and help you become a better worker, no matter which field you're in.

CONFIDENCE DESTROYS FEAR

When you repeat your affirmations daily, you begin to feel better about yourself and your activities. These build your confidence, both in yourself and in whatever you undertake personally.

But, while you're building that confidence, remember that there is one unwelcome factor that lurks just outside your door, and it's just waiting to trip you up.

It's fear!

If you were called into the boss's office, fear would be ready to jump into action. It whispers negatives like, "What if he fires you? What will happen to you?" Then it'll escalate. "What will happen if you can't pay your rent or mortgage?" If you had to go to the hospital for, let's say, a CAT scan or MRI, fear whispers things like "What if they find something wrong with you? " Then it'll escalate again. "What if it's cancer?" In both cases, your stomach is tied in knots as that fear turns into worry and, in turn, preoccupies your mind so much that your affirmations are forgotten about.

But, more often than not, you'll find that what you fear is the product of a negative imagination. Here's an example of what I mean:

Remember the insurance agency I told you about? After my training was completed, I was assigned to a debit that nobody else would take: one of the roughest, inner-city neighborhoods in Charlotte.

For the first week, the sales manager, Bob M., agreed to take me with him as we collected from clients in that area. As we drove out of the company parking lot, I admitted to being worried about being in that neighborhood - a lot of crime had been reported from those streets!

Bob looked at me and said, in a most reassuring voice, "Chuck, nothing's going to happen to you! Just remember to walk like you're going somewhere, be upbeat when you're talking with the client, and follow the safety rules you were taught. Make eye contact with everyone, but smile when you do."

After we made our first collections, we went to neighboring houses to make sales presentations. Though we only sold a couple, it didn't discourage Bob. On the way back to the office, he said, "With each step, you learn - and that first one is how to be confident enough to knock on the door, shake a hand, and smile as you introduce yourself. Pretty soon, it will become second-nature to you and, before you know it, you'll can be on your way to making some decent sales!"

When we got back to the office, Bob and I sat in his office to discuss the day's work. Of course, the first question in my mind was "How do I actually make a sale?" He was the one who introduced me to the world of affirmations (see above section). "You've got to believe you can do something, and give yourself reasons why you believe that, before you actually try it."

"If you know your product and can make a positive contact with your prospect, then just keep plugging away at it. The more people you talk with and put at ease, the greater your chances of making them your next customer!"

HOW TO "READ" SOMEONE

A way to help you confront anyone is to know how to "read" their body language and expressions.

So how do you do that?

Actually, it's simple: Watch them. For example, if you're talking with someone and he/she exhibits signs like these:

1 A happy or at least inquisitive facial expression

2 Has a relaxed, welcome tone of voice

3 Stands with arms at his/her side or in the lap (if sitting)

4 Sits or stands as if he or she is seriously interested in what you have to say

5 Uses clean language

6 Speaks up in friendly manner

7 Makes and retains direct eye contact

8 Moves as though he/she is interested

9 Shows much attention to your talk

then you'll have a positive and productive contact; you'll stand a good chance of making a solid sale to that person. Of course, it will still depend upon your response. Follow that person's lead and you'll do just fine.

Now, if you're confronted by someone who exhibits just the opposite of those nine qualities, then chances are that he or she is not in a mood to buy anything from anyone!

HERE'S HOW TO APPROACH A PROSPECT

Have you ever walked into a doughnut shop where the aroma of just-brewed coffee attracted you to the front counter like a magnet? You just had to have some of that delicious brew! It's a play on the old phrase, "Sell the sizzle before the steak" - in other words, attract the customer first, so he or she will want to buy your product.

So, how do you contact and attract customers? Let's start from first meeting:

1 Be confident enough to greet them as they approach you. Don't wait for them to do it! There's no need to fear their reaction or response. They're there for something you can get for them and that they want.

2 Always use a warm greeting. Show you're genuinely glad that you have a chance to help them. But make it sincere; smile, and use a little upbeat vocal inflection as you greet them, even if it's just by phone (it's true that people can "hear" your smile over the phone lines).

3 Show an actual interest in them as people, not just as potential accounts. They have families, interests and needs just like you.

4 Remember that most sales are made through listening rather than talking. We all want someone to listen to what we're saying, and a business prospect is no different. Ask questions, react to what they're saying, but keep everything brief on your side.

5 Show confidence at all times. If you're selling in person, make eye contact with the prospect. Speak up, but make everything you say upbeat and to-the-point.

6 Watch and/or listen for signals they give. If they refer back to the product, blend in with a bit of information about it. That usually means they're ready to make a decision to buy or not.

But also pay close attention to what your prospect isn't saying. If the prospect seems rushed, upset or otherwise agitated, ask then ask something like, "Is this a good time to talk? If it's not, perhaps we can meet another day."

7 Ease into the sales pitch by involving them in making the sale. In other words, make them feel as though they're selling themselves on the product.

A friend of mine sold a number of family-sized cars by showing couples how safe and comfortable their youngsters would be riding with mom and dad in the back seat.

8 Don't talk too much (you'll learn more about their needs by listening) and never, ever overtalk them! Make any banter about your product brief and to-the-point. If they're agreeable to everything to this point, ask the prospect if there are any barriers to them taking the next logical step. Then, invite them to take some kind of action.

9 Whether you make the sale or not, still make a point to get their names and numbers (in exchange, give them your business card). Every couple of weeks, make a brief call to follow up with them and see if they're well. This can help build a good relationship with them, and could also result in referrals if you ask.

Remember, you're a human being offering a particular product or service. And if you can get your prospect to understand that, you're well on your way to becoming an outstanding salesperson.

If you're working in a call center, here are some extra tips:

Some companies provide you a "canned" presentation or script to either recite or refer to. While these are meant to keep you on-track, they can also sound cold, insincere and impersonal. If you're required to do that, here are some steps to help you make a better "pitch":

(a) If you're allowed, take a copy of the script home with you.

(b) Record yourself as you read it aloud (most laptops and smart phones have "sound" apps installed that will allow you to do that).

(c) Practice your tone, voice speed and vocal inflection. Smile while you're doing it. Be comfortable. Prospects are more apt to give their business to someone with whom they feel relaxed.

(d) Practice it until you know the "pitch" by heart.

(e) Proceed from #2 in the list preceding this one, and follow the steps from there.

REACHING THAT ALL-IMPORTANT GOAL: THE SALE!

Let's face it: many salespeople actually fall short on their jobs because, though they may know how to make a good presentation, they don't follow-through and actually close the deal! There are generally just two reasons for that: Either they haven't learned how to close a sale, or they're afraid that the prospect might turn them down.

In this case, you should "make contact" with your product. If you know it thoroughly, speak confidently and make good eye contact, then you can spark the interest that can make the sale.

As you introduce your product to the prospect, look for any of the "buying signs": are they either touching the product itself or (as in the case of insurance plans or home-improvement services) studying a brochure about it? Does one benefit of the product seem to interest them more? Are they smiling or frequently looking at you as you describe it?

If they're asking questions, focus on answering them with confidence and a smile. Make the answers upbeat, knowledgeable and to-the-point. Don't "over-talk".

Stick with your customer. If you shuttle back and forth to the manager's office, you'll give the appearance of not being sure about yourself or your product.

If they've given you the buying signs and you've answered their questions, you can ask, ?"How does this (what you're presenting to them) look to you?" If they like their choice of product, then you can start writing up the contract.

Should there still be any doubt or hesitation, and if your company will allow it, offer a trial period during which the product can be returned for a refund if the customer isn't satisfied with it. This often will provide a little breathing room and put their minds at ease - and into more of a buying mode.

Remember, though: If the customer turns you down for whatever reason, you've still gained a lot of experience that can help you close future sales. And, should the sale fall through, never, ever take it personally; they're only turning down the product, and not you personally.

Keep the upbeat attitude, offer your business card and follow-up on the customer. The impression you made during your presentation can still bring them back to you, specifically, when they're ready to buy.

So do stay in contact with them!

WHEN THE SMOKE CLEARS

Now, in the last section, we talked about the art of selling, and ways to turn prospects into returning customers. But what you do AFTER the sale or presentation is just as important as (if not more, than) the activity itself.

By the end of the workday, every salesperson would like to go home with a sale or two under his/her belt. But, if you haven't, don't give up. Here's why:

You see, the sales game is actually one of numbers. Sometimes you'll have days where you could sell the proverbial refrigerator to an Eskimo; on others, it will feel like you couldn't sell a thing. That goes for experienced salespeople as well as rookies to the field of sales. This is where determination comes in. If you keep trying, especially if you use what we've discussed so far, you'll eventually land new customers yourself.

But there's one more step that will help you toward your goal:

When you get home after work, do an honest self-critique of your day. How did you approach the prospect? Were you speaking clearly and enthusiastically? Did you talk too much, especially about things that didn't relate to the product? Be sure to make notes as you think back over your workday.

When you've done that, find ways to make your presentation really stand out. Correct things that you may have done wrong, and make a point to put those changes to work the very next workday!

Remember the affirmations we talked about at the beginning of this article? Be sure to repeat those in the evening, shortly before you turn in for the night. By repeating them twice daily - once when you get up in the morning and, again, at night before you go to bed - these affirmations will eventually sink in and you'll start to see them practiced during your everyday routines.

REWARD YOURSELF

There's an old trick that many entertainers use before going onstage – especially for the first time: They think of some “reward” they can give themselves if they successfully complete their performance. So, at the end of the work week – and you've successfully made some sales by implementing one or more of the methods you've read here – why not find some kind of way to reward yourself? It's pretty good incentive to try, isn't it? It doesn't matter if it's buying something you've wanted, treating yourself to a big meal at your favorite restaurant, visiting family members or taking a weekend vacation – just make it something you would really enjoy. Just imagine that for a moment! Know what you're doing? You're looking ahead, and you've set a goal for yourself! And, as you reach goal after goal, you'll find yourself becoming a better and more effective salesperson all around!!

You see, we're all salespeople in one way: we want to have friends, get to know others and, all told, be functional and happy with others. So, without actually realizing it, we “sell” our personalities to others with whom we come in contact. So, by making minor adjustments, such as changing the "product" to "trait" and "customer" to "person", you'll see that this book can, in fact, help you on an interpersonal, social level as well.

And it all starts with making contact

with yourself through affirmations

with your employer and coworkers

with prospects, as outlined above.

Just remember these two things:

"I have always said that everyone is in sales. Maybe you don't hold the title of salesperson, but if the business you are in requires you to deal with people, you, my friend, are in sales."

"Your attitude, not your aptitude, will determine your altitude." (both quotes by Zig Ziglar)