So maybe becoming better at your job (becoming a better salesman) is not such a dumb idea. Here are a few ways you can help improve your performance.

1. Learn and be aware of the four steps that occur in every sale. (See the five "Feature Selling" pages included in this book).
2. Develop the discipline to learn your products. We will try to provide separate feature sheets for just about every individual product we supply. Ask the reps for your other lines to help you with sales ideas and product knowledge. It happens to be their job and most of them will eagerly help you if you will ask them.
3. Read the merchandising idea sheets included in our book. As a professional, it is in your best interests (higher interest and closing rate) to insure good merchandising of the products in the store. Be a critic - is every item displayed in a manner to help create interest? Is the merchandise clean? Are the drums and guitars tuned? Are there product feature sheets displayed near the product.
4. SELF IMAGE - THE MOST IMPORTANT ASPECT OF SUCCESS. "YOU are what YOU THINK YOU ARE!" Others will view you, only as well, as you view yourself. If your self esteem is in the dumper, others will probably hold the same opinion of you. If you see yourself as a knowledgeable, courteous, professional (and work to make this true), you will enable your associates, competitors, and most importantly your clients, to view you the same way.
5. Human relations skills will always be in "the developmental stage" for your entire lifetime. The key to success is to continue to improve. EVERYONE IS A SALESMAN, LIKE IT OR NOT - SOME ARE JUST BETTER AT IT THAN OTHERS. It is to your advantage to improve these skills.

SALES RULES THAT WORK!

Rule #1 - GREETING SOMEONE WHO WALKS INTO THE STORE

Whenever we walk into a store, chances are the first thing we hear from a salesperson is: Can I help you? Almost immediately, we will reply No, I'm just looking. Right? I refer to this as "Dueling Tape Loops". We may as well install a button on a convenient counter that activates a recording of "Can I help you?" and we can have another button close to the door which will activate a "No, I'm just looking" recording. If we were to do this we could get the nonsense over with quickly. The best way to acknowledge the presence of a client is to say "hi" or "how are you doing", act as though we are happy he or she came in (we better be - these are the folks who determine our lifestyle), and allow the person a few moments to orientate themselves to our store.

Rule #2 - THROW AWAY THE "CUSTOMER" LABEL

The word customer has been overused and abused for too long. Many people resent being called a "customer". Many sales clerks have used the word in an almost derogatory way - "Mr. Smith - there is a customer here to see you". A more pleasing way to say things would be "Mr. Smith - Bob James is waiting in the showroom for you".

Rule # 3 - DEVELOP THE FINE ART OF LISTENING

Probably the fastest, best way to develop a friendship or association with someone is to really listen to what they are saying. Remember the last time you talked to a salesperson and he interrupted you and interjected what he thought you were going to say over and over? Remember how frustrating it was because you couldn't "get your message out"? You probably didn't end up buying anything that day. It takes work and discipline to avoid making this mistake. Trust your brain! It works in nano seconds and your turn to talk is coming. AN OLD MAN ONCE TOLD ME THE BEST WAY TO GET ANSWERS IS TO BE QUIET. HE ADDED THAT IT WAS ABSOLUTELY IMPOSSIBLE TO LEARN ANYTHING WITH MY MOUTH OPEN! HE WAS DEAD ON! How can we qualify a customer if we fail to listen to what he says? THE BEST COMPLIMENT YOU CAN EVER GIVE IS SHOWING INTEREST IN WHAT A PERSON HAS TO SAY. People tend to like individuals who really listen to them. Most of us enjoy the sound of our own voice and feel flattered when others listen. By the way, USA Today recently published an article listing the main reasons for divorce. Number one was "We never communicate"!

Rule # 4 - A SURE FIRE SELLING "TRICK"

Absolutely the fastest, greatest and best way to create a positive trading atmosphere with anyone is to find something, anything, you can like or appreciate about the person you are dealing with. Each one of us has the inborn need to be liked, respected, and admired. Doing this or developing this type of positive attitude towards our clients is probably the best "sales tool" that exists! This is probably easier said than done, however, there is good in everyone on earth. There are a few people out there who will make this difficult but there is good in those people if we look hard enough for it.

Rule # 5 - REMEMBER WHAT MONEY IS. . . .as if you could forget!

Rule # 6 - REMEMBER THE DEFINITION OF A SALE.

Rule # 7 - REMEMBER THE DEFINITION OF A SALESMAN.

Rule # 8 - WHO ARE THEY?

YOU KNOW. . . THE PEOPLE WITH WEALTH, POWER, PRESTIGE, AND THE ABILITY TO AFFECT THE LIVES OF MANY PEOPLE. IN MOST CASE "THEY" ARE THE PEOPLE WHO HAVE SUCCESSFULLY DEVELOPED THEIR HUMAN RELATIONSHIP SKILLS TO A VERY HIGH LEVEL.

Contributed by the late Jim Matthews of JCBE Marketing - Greencastle, IN.