The 4 P’s of Selling | The 4 Keys to Successful Salesmanship

In my “short” 15 years of sales experience in the distribution business, a lot has certainly changed.

One thing that has not changed is that companies continue to spend a great deal of time, effort, and money on creating the ideal salesperson.

Although there are techniques and processes that CAN be taught, the characteristics of a great salesperson, are just that, characteristics.

Here are the characteristics I believe every employer should look for when recruiting a sales professional, and frankly, every customer should look for when partnering with a salesperson or supplier. I like to call it the 4P’s to Payday!

• One must be Perceptive. You have to be quick to understand your customer, the type of person they are, how they think and what is important to them. Now, you may think that there is some all-powerful secret to understanding each aspect, but it is quite simple. Listen to them when they talk. Pay attention to their body language and what they are passionate about — both in their professional and personal life. This will allow you to gain insight and understanding on how they prefer to do business.

• One must be Persistent. Don’t give up easily when met with opposition. Everyone is busy in today’s world. It is easy and completely common for a customer or prospect to say “I don’t have time,” or not even reply to your email or voicemail. Remember timing is everything, so try different approaches — email, phone call, stop in and leave a handwritten note with your business card. Something as simple as, “Sorry I missed you, hope we can meet soon” can go a long way and shows your persistence. I firmly believe some prospects even test this in a sales professional just to see how much dedication and work ethic they have before agreeing to meet with them and consider partnering with them. Persistence, if handled professionally, is where you earn the prospect’s respect and hopefully their business.

• One must be Professional. Treat your customers with respect and honesty – and they’ll do the same for you. Follow up and follow through – and you’ll have a better response rate. For example, when trying to get an appointment set, if you leave a message stating you will be in the area and was hoping for a few minutes of their time on a particular date, and you don’t hear from them, stop in and leave your card. This shows you followed through. You were there when you said you would be there. When you make a mistake, own up to it. Your customer and employer will respect you for it.

• One must be Patient. Believe it or not, even if you practice the first 3 P’s, long-term sales success does not happen overnight… true sales take time and effort. When you find yourself running out of patience, go back and review the first 3 P’s. Ask yourself if you have I fulfilled them all. If not, and the account is worth it, try it again. Again, sometimes it is simply bad timing. That does not mean give up. It simply means push it out on your calendar a little further in order to not be a pest, but continue to pursue it until it is decided that the prospect is not worth your continued efforts, calls, or emails.

So, take in the pieces of the sales training offered to you that you feel will help you succeed. But first and foremost, make these principles the core of your sales process and you will win the account.