Sell to others like you would sell to yourself

People who buy people

The first rule of selling is to sell yourself. If you don't like meeting people and learning what makes them tick, you'll never enjoy or be any good at selling. A knowledge of psychology helps. People are different, everyone is different. The same person is different at nine o'clock and at lunch; over a drink, cold sober or talking about work or his hobby; on a Monday morning after a weekend with in-laws or on Friday thinking about that business trip to the Caribbean.

This is the fascination of selling. People buy people first. The product comes later. Watch real professional salespeople at work. All the time they are looking and listening. Looking for reactions, the eyebrows, the shrug, inflections in the voice. Looking for an opening, a buying signal, a chance to sign up an order.

Try to be yourself – don't adopt a stance or affect to be more knowledgeable or polished than you are. Selling is a conversation but one where you are controlling the direction. Take care over your appearance – no one takes to a scruff – but a pinstripe talking to farmers would be out of place. Wear clothes you feel comfortable and happy in yet which carry an air of confidence. Suit your clothes and tactics to the situation. Bank managers are fond of relating stories of farmers dressed in suits, obviously ill at ease, who have come to raise some money.

Honesty is the only policy. If you don't know the answer, say so and make sure you come back promptly with the information. You are allowed just two lies: 'It's my fault' and 'You're right'.

Setting objectives

Many salespeople drift round firms like milkmen. They call on the same people week in, week out. 'Nice day', 'How's trade?' or more daringly 'Same as last time?'. They are order takers. They make no attempt to develop their business or show an interest in their clients. The only people they listen to are themselves. They are defeated before they start. The buyers are the enemy. Secretaries are fair game, and a warm office is definitely to be preferred to knocking on strange new doors.

But you can afford none of this. Every hour away from base must be used efficiently. The object of selling is to get orders. Each face-to-face call must have that end in view. Perhaps not on the first visit, but each call should end with a new bit of information of use along the road. Good accounts need working on. Remember, there is always a competitor in there already, possibly cheaper, invariably satisfactory, but above all – known. If you do walk out with a large order first time there is probably something wrong. The suppliers may have stopped credit or your prospect may know of a price rise on its way.

The reason for setting objectives is twofold. It gives you something to aim at and plan for as well as a fall-back position. Don't set too high an objective or you will easily get discouraged. If you aim to sell 500 items, can they take half at once with the balance over three months? Work out a trial offer: sale or return, perhaps, or a promise to tender next time. Even as low an objective as more contacts within the organisation can be worthwhile, keep your spirits up and make yourself feel you have achieved something. You have to find ways of keeping your motivation going.

Know your product

As proprietor you should be fully versed in all your products; their performance, quality, reliability, cost, delivery, after-sales service, etc. It is no good setting out your stall without all these facts at your fingertips. Is your sales literature correct with the up-to-date prices? If you are going to demonstrate the product, does the sample work? Don't forget to check an old customer's account before pumping more into that firm. Has the last order been delivered without any hiccups? You don't want egg on your face.

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