There are two personal characteristics that differentiate a great salesman from a mediocre one? The first is that the the great salesman views sales as a profession, not a job. The second is that the great salesman is able to present both himself and his product or service as satisfying his prospects needs. In this brief module, we will be looking at those seven factors which impact your success in the field of sales.

As in any profession there is much to learn. Some conclude that one is born a salesman, or simply need to learn a canned presentation to effect a sale. Both ideas carry little weight. One can learn to be a great salesman by following specific guidelines. Such guidelines ask very little, except close attention and an effort to follow them.

TODAY'S CONSUMER

Consumers today are much to sophisticated to spend time listening to worn out presentations. Further-more, professional sales has moved to a new arena in which the act of selling is no longer seeking to out-wit the consumer, or forcing a closing. Rather, the professional salesman of today is more a problem solver - learning first of the problems or need faced by his prospect, and using this informa-tion to show the customer how his product or ser-vice can satisfy his problem or need. Such approach includes establishing both an element of personal trust in you as a salesperson, as well as the presentation of your product or service as a viable answer to his or her need.

The professional sales person also recognizes that he faces several success factors which need perfecting if he is to succeed in gaining the trust and respect of his prospect.

The first step is that of reviewing the various critical success factors which make up the overall sales presentation, and perfecting your skills with respect to each factor.

What are these critical success factors and what do I mean by perfecting your skill? I mean studying the various critical success factors listed below, rating yourself on your ability to perform each factor, and working at perfecting your skill in those area in which your rating suggests an area of weakness.

THE SEVEN CRITICAL SUCCESS FACTORS

Brian Tracy, in his book ADVANCED SELLING identifies the following seven critical success factors as follows:

Prospecting-identify persons will to hear
about your product.

Getting appointments-setting aside a
specific time and date to meet.

Problem identification-identifying and
clarifying the customer's problem your product
or service can satisfy.

Presenting your product/sevice-conducting a
persuasive presentation of your product/service
which satisfies the customer's needs.

Answering Objections-answering the customers
questions and ojections to his satisfaction.

Closing-Timing is right, closing is easy and
complete.

Follow-through and delivery-determing later
that the customer is happy with his buying
decision.

Resale and referrals-your customer readily
buys again and is willing to refer other to you.

According to Tracy your skill within each critical success factor determines the level of success you can expect to achieve. All seven much be carried out successfully for you to become a top sales person. You have no choice but to set high standards for your performance in in every aspect of your sales activities.

As you more closely examine each of these critical success factors will recognize how each can signi-ficantly effect your sales presentation. Without prospects you have no opportunity to set up appoint-ments, identify customer needs, present your product or service, answer objections, close a sale, follow-up or gain referrals. On the other hand, an effort to improve your skill in even one areas of weakness can greatly increase your overall success in selling.

It may take time to experience even a slight im-provement. Yet, improvement is possible as you begin to seek out and learn from those who are successful in the field. This can be done, not only by direct conversation with successful sales persons, but through reading books on selling, listening to taped presentations by such successful sales trainers as Brian Tracy, Zig Ziglar, Tom Hopkins, and others.

As you learn new techniques, try them out, but remember that it may take several trials before you reap results. The main thing is to set aside your own preconceived notions and seek to imitate what those who have demonstrated success are doing. Good fortune to you as you move ahead in your sales career.

(To continue go to "Selling as a Profession, Part 2")