Great sales people have attributes that other professionals, and even some other sales professionals don’t possess.  These attributes make a difference, and give you the ultimate edge.  We will cover three today, and a few more next week.  Internalize these attributes and move to be the consummate sales professional.

1.  Insightful Customer Empathy

The best sales professionals realize that the customer’s plight will spell their success.  Having an insight into the concerns and feelings of the customer may take a little more energy, yet can result in the type of relationships that are enduring and profitable.

Stephen R. Covey said it best in his book, The Seven Habits of Highly Effective People, “Seek first to understand, then to be understood” (Habit 5).  It has been said many other ways, but this one is the easiest to internalize.  The more knowledge you have about the customer, the more qualified you are to help that customer.  Knowing and understanding gives you the basis for empathy.

The easiest way to think about how your interaction affects the customer is to put yourself “in the shoes” of your customer.  As a customer, you want to have solid communications and a sales professional servicing your business that understands your business, and your businesses situation.

This professional does the following:

• Seeks to understand your customer’s needs and priorities, and is genuinely empathetic because they do understand.
• Knows the customers goals and objectives and works to get fulfillment
• Clearly communicates with the customer, then follows with correspondence for monitoring and clarity.
• Avoids using technical language and jargon that your customer may not understand.
• Allows the sales process to proceed naturally, and does not exert unnecessary pressure.

Empathy allows you to recognize the importance and gravity of many of the issues in the customer’s world, and how they are affected.  It increases the urgency on some matters and decreases it on others, and that allows you to know, as the client knows, what is most important.

Care must be taken not to be artificial in showing empathy, as if your buyer thinks that you are feigning empathy, it will almost seem patronizing. [Read – Black Sales Journal 10/13/2011 – Empathy – Put Yourself in Your Customer’s Shoes]

2. Unshakeable Credibility

Credibility is a requirement of the sales profession.  If you don’t have it, you might need to cultivate it.  Without it you may be in the wrong profession.

As you may have seen in BSJ 4/16/12 – Credibility, You Can’t Buy It, You Have Got To Earn It, one of the most effective tools to help establish credibility is proof sources such as letters of recommendation, accreditations, certifications, and other indications of your professional nature and ability to help customers.  Credibility will help give you confidence.  Armed with these, you can answer the questions about experience, age, and knowledge.

If you are new in the sales occupation, you will eventually have these questions so take the opportunity to prepare your portfolio to house these important items:

• Letter from prominent customers singing your praises
• Certifications and designations indicating technical ability and knowledge
• Your reasons why you should be the customers sales professional

These will help, but the most important display is your own demeanor.

If you are new, you may not have all of these items, but whether a novice or a vet, you still need to look confident and composed no matter what the situation.

Never appear smug but do recognize that you want to portray that the ‘solution’ just walked into the room.  You don’t want to be ‘worshipped’, only believed.  Make solid eye-to-eye contact and put down your electronics, retreating to a reliance on your personal skills.  Remember you listening skills and your ability to deliver solutions…. then sell (BSJ 6/20/2011 -Deliver Solutions…Then Sell).

Regardless, all a Black sales professional can do is to exude confidence, be ultra prepared, and armed with as much ‘ammo’ in the form of proof sources to deal with perceptions that you might have basic faults.

I always think about being on time and not starting out a meeting with an apology.  Way back then, or even before it, I realized that you start from a weaker position if you are ‘begging’ someone’s pardon as the meeting is starting.

3. Enduring Mental Toughness

Many years ago (not that I am sensitive about my age) when I was playing college basketball, I was exposed to an opposing coach named Gene Smithson.  At that time he was the assistant coach at Illinois State University.  He then went on to coach Wichita State University.

His mantra was  “MTXE” or “Mental Toughness Extra Effort”.  What the heck was he trying to do with MTXE?  It was his effort to bring resolve and a take-no-prisoners attitude to his players at both schools.  You should recognize that attitude as a necessity in the sales arena as well.

Mental Toughness is a sales requirement. Whether it is B2B or B2P, there is much to break you down in the world of sales.  Now, throw into the mix that the 3Ps (Perceptions, Preference, and Perceptions) sometimes play a role.

Facing adversity and winning is what all good sales professionals seek.  As a matter of fact, many do it all of the time.  Those who have strong self-belief, unshakeable focus, and consistency of effort while maintaining professional technique and high levels of desire and determination are whom we interpret as winners. Sales professionals who win consistently are usually examples of mental toughness.

When you are mentally tough, nothing stops you from doing your routine; nothing stops you from your 10 or 20 calls per day.  It is what you do, and if they all result in a “no” answer, you realize that there will be more yes answers tomorrow.

In prospecting it is making the additional five prospecting calls per day, with the recognition that the next call could be the “pay dirt” that moves the day from the normal success of scoring on 1 for 10 calls to the very successful 2-3 appointments. There is no area that extra effort will have more impact than the process of sourcing prospects.

You need to build your mental toughness.  If you can recognize that much of the ‘rejection’ that comes during the sales process is not personal.  It just may seem hard to believe this when it is happening to you.  Mental toughness will get you there.  [Read Black Sales Journal 4/21/2011 Mental Toughness, Extra Effort]