| Myth 1: Sales People are all Shady!In the Broadway | | | | professions . Think about each in relation to the sales |
| play "Death of a Salesman" Willy Loman was a down | | | | profession. I believe all five aspects exist in the sales |
| and out emotionally spent Salesman trying to | | | | profession, but they are not fully recognized and |
| understand his life after 34 years of traveling up and | | | | understood. The future of the profession lies with |
| down the roads selling his products. The negative | | | | those choosing selling as an occupation and advancing |
| stereotype of a Salesman is rooted deep into the | | | | understanding of these five elements (that's you!).A |
| subconscious of society. Images of the fast talking, | | | | Unique Body of Knowledge: This attribute |
| scheming, shady, over-the-top, and high-pressure | | | | encompasses concepts and principles that are unique |
| Salesperson make you feel uncomfortable. You | | | | to the profession and are documented so that they |
| definitely would never trust or make this "dishonorable" | | | | can be studied and learned through formal education. In |
| person your friend.Evidence to support this negative | | | | most professions, the body of knowledge is taught in |
| stereotype continues to today. I have personally seen | | | | graduate or professional schools. For example, the |
| salespeople portrayed negatively on children's cartoons | | | | specialized body of knowledge of the legal profession |
| such as Jimmy Neutron and Spongebob | | | | is taught in law schools. A degree does not necessarily |
| Squarepants!As a result of all of this and the Top 10 | | | | qualify an individual to practice in the profession, but it |
| myths of selling, some sales professionals harbor inner | | | | does provide a means of assuring that the individual |
| feelings that restrict their ability to become stellar | | | | has at least been exposed to the basic principles in |
| performers and have fun doing doing their job. They | | | | which the profession is based. Every profession has at |
| mask their inner feelings of choosing a "dishonorable" | | | | least one degree that can be earned by those wishing |
| profession with over-the-top deflected identities (i.e. I'm | | | | to demonstrate knowledge of the profession's |
| not a "Salesperson," I'm a "customer experience | | | | principles.In the sales profession, there are only a very |
| engineer"). Give me a break.Let's face it... | | | | small handful of degrees in selling. There is a large |
| Almost everyone has had a "bad" buying experience. | | | | body of knowledge, but until the United Professional |
| As a result, they feel burned and think that sales | | | | Sales Association defined the framework for that |
| people are shady. In the eyes of many people who | | | | knowledge, other professions didn't understand how |
| make purchases, Salespeople are "all about money", | | | | complex professional selling was. This attribute of a |
| and salespeople are just "trying to take money from | | | | profession is the most important, and it also has the |
| us" so they can feed their kids (sometimes I wonder | | | | longest way to go. To help in this area, you can help |
| what's wrong with that!)But guess what... | | | | get the United Professional Sales Association |
| ALL professions (not just selling) have fast talking, | | | | standards adopted by your selling |
| scheming, shady, over-the-top, and high-pressure | | | | organization.Standards of Entry: Defined minimum |
| people in them. And all professions have extremely | | | | standards of entry into a profession imply progression |
| professional individuals that serve as pillars of | | | | in a career. Entry standards define the place from |
| society.But, you can't fight it. Or can you? Salespeople | | | | where a career path begins. All professionals must |
| have rights too, and non-profit trade associations | | | | have an accepted route open to the public by which a |
| dedicated to the profession are trying to help | | | | person can become a recognized member of the |
| organizations and buyers realize the value of their | | | | profession. Law, engineering, accounting, medicine, and |
| salespeople. Because these organizations realize that | | | | teaching all have entry standards. These standards |
| most sales people are effective and they have done | | | | usually involve formal education leading to an |
| their homework to understand the needs, concerns | | | | academic degree, several years of experience as in |
| and interests of the people they are selling to. Find out | | | | an apprenticeship program or as a beginner in the |
| about one such organization, the United Professional | | | | profession, test score requirements, which may or |
| Sales Association I started for individual sales success | | | | may not be legally enforceable, or some combination |
| at 2: If You're a Schmoozer Then You're a Closer!A | | | | of the three.A Code of Ethics: Ethical Standards, or a |
| schmoozer is someone who has the ability to | | | | code of ethics, is common to most professions. Its |
| converse casually, especially in order to gain an | | | | purpose is to make explicit appropriate behavior and to |
| advantage or make a social connection. This is almost | | | | provide a basis for self-policing of unethical behavior, |
| the definition of "Networking" in business terms. | | | | thus avoiding or limiting the necessary legal |
| Schmoozers are not closers because they are trying | | | | controls.Service Orientation to the Profession: The |
| to talk with someone or build a relationship with them | | | | service orientation is actually an attitude of the |
| for only one thing-the money. Schmoozing to build a | | | | members of the profession, an attribute by which |
| "fake rapport" is something that people can smell for | | | | members are committed to bettering the profession |
| miles away, so don't do it. Schmoozing doesn't help | | | | itself. Professionals will commit their money and energy |
| you close deals -- successful networking | | | | to publishing their ideas and experience, attending |
| does!Someone who works hard at developing a | | | | conventions, and generally contributing to the body of |
| personal connection with people on a non-business | | | | knowledge and the administration of the profession. A |
| level first and develops a plan to truly help that person | | | | professional's commitment to the profession is |
| will reap the rewards. In other words, if you give, you | | | | frequently stronger than to the employer. In many |
| will receive! Schmoozing doesn't allow for that. | | | | cases, professionals will leave their employing |
| Schmoozing is all about getting, with no giving.Myth 3: | | | | organizations rather than violate the professional's |
| There is no such thing as an Ethical Salesperson!Every | | | | standards or ethical practice.A Sanctioning |
| day working people are faced with ethical challenges | | | | Organization: The authenticating body or sanctioning |
| to conducting business. Ethical decisions require making | | | | organization has many purposes. It sets the standard |
| the right decision, even when nobody is looking! Ethical | | | | and acts as a self-policing agency. It promotes |
| business practices stem from the understanding that | | | | publications and exchange of ideas, encourages |
| an ultimate payback may take awhile to attain.A | | | | research, develops and administers certification |
| company's ethics and integrity are directly reflected in | | | | programs, and sponsors and accredits education |
| the relationship between the Salesperson and the | | | | programs. Through public information and recognition of |
| customer. As a result, most great salespeople who | | | | professionals, such organizations provide the voice for |
| have been doing this for any length of time have had | | | | their profession. To summarize, the purpose of the |
| to build their "Sales reputation" through happy clients. | | | | authenticating body is to administer the profession.Myth |
| You cannot be unethical in the Sales profession and | | | | 7: Selling isn't That Hard! Anyone Can Do It!Selling is a |
| stay at the top of your game. This philosophy is the | | | | hard profession to master. It's one of the most |
| same with any other profession as well.Those who | | | | complicated professions in the world. Where else do |
| have engaged in unethical behavior in sales are out | | | | you have to understand organizations and individuals |
| there, don't get me wrong. But bad apples exist in any | | | | with such depth and clarity? Where else do you have |
| other profession. By reading great books, attending | | | | to build rapport with so many different types of people, |
| sales training and knowing right from wrong, you will | | | | in so many different locations, buildings, or business |
| set yourself apart in your business dealings.As an | | | | types?On top of this complexity is the reality that |
| example, you will come to realize that your decision to | | | | Selling is one of the few real pay-for-performance |
| work with the client affects the profit and loss issues | | | | professions, with over ½ of the compensation "at |
| of your company and their company. You will also | | | | risk" or based on commission.A lot of sales |
| realize that your business relationships also affect how | | | | professionals feel stress in their jobs. In the engineering |
| much business you are able to conduct in the future | | | | profession, stress results from the application of a |
| and the quality of the relationships you build with your | | | | constant force to an immovable object. In selling, the |
| customers.The best decisions are made when one | | | | force is your "quota" and the immovable object is your |
| examines the short term and long term effects of the | | | | customer's expectations.If you guess, you stress. It's |
| decision and keeps their clients success at the | | | | that simple.Selling is about taking the guess work out of |
| forefront.Here's another fact:Most buyers (prospects | | | | what the future will hold. True, it isn't as much as it |
| and customers) actually feel that it is "OK" to tell a lie | | | | sounds for real sales professionals. The key is to learn |
| to a sales person during the buying process. It's ironic | | | | about the truth of the sales profession and banish the |
| that salespeople are seen as unethical, while the | | | | myths. When you accomplish this, you will find selling |
| pendulum is swinging the other way with unethical | | | | concepts that make sense that can immediately put |
| buying practices needing to be regulated by the | | | | into practice. Above all else, you will persevere when |
| federal government in some cases! Prospects even | | | | so many others will quit, and that's what will make the |
| learn sales tactics (such as closing techniques) and | | | | difference to your company's bottom line.Myth 8: |
| how to "counter" them. I personally think it's time for | | | | Selling is a "Numbers Game"!Undoubtedly, you will hear |
| everyone to get real (including unethical sales people), | | | | this one within your first week of selling: "Selling is a |
| but that's another book.I guess I understand it... | | | | numbers game." Make the calls, make the |
| It's a defense mechanism built up over hundreds of | | | | presentations, and work your way through enough |
| years of being treated poorly. Today, prospects are | | | | people, and eventually you will make a sale. You'll hear |
| able to find out more information than the salesperson | | | | it within three hours of being on your first job in Sales. |
| sitting across from them and they will often play one | | | | Someone will say "it's a number game" I guarantee it.It |
| salesperson against the other. Somehow this is seen | | | | goes something like this. The more phone calls you |
| an "ethical" and "ok."Myth 4: Marketing and Selling are | | | | make, the more sales you will make. "So, make 100 |
| the Same Thing!One of my professors I had while | | | | phone calls" someone will say. "Of those 100, send 10 |
| taking my Master's Degree once told me that you can | | | | proposals. And of those 10, you will close 2. The more |
| only do one of three things in business: make it, sell it, | | | | numbers you have the more you will sell. Now, there's |
| or count it.The problem is the definition of "selling it" | | | | your phone. Good luck!"Remember this always! Quality |
| comprises two divergent but inextricably entwined | | | | supersedes quantity. Your goal in selling must be to |
| functions -- sales and marketing. The more appropriate | | | | find prospects that have a propensity and a motive to |
| elements (especially in today's world) should be, in | | | | buy your product or services. If they don't want to buy |
| business you can only: make it, grow it, or count it.I say | | | | or need to buy your product or service, then I don't |
| grow it, for two reasons. One reason is the marketing | | | | care about the numbers!I would rather make two |
| department and the other reason is the sales | | | | phone calls and close two sales than make 100 like our |
| department. The problem with the two professions is | | | | example above, wouldn't you? If someone is tracking |
| each of believe that their occupation is the dominant | | | | your progress, how do they know you are calling the |
| half of the pair. Marketers generally think of | | | | right people, with a want and a need?I know of a large |
| salespeople as golf-playing monkeys or pushy | | | | insurance sales organization, who provided sales reps |
| placement professionals whose sole purpose is to | | | | with contact lists for life insurance and investments. |
| repeat the same sales pitch (that they have | | | | The only problem was most prospects lived in a low |
| developed) over-and-over again to new prospects. | | | | income area and were highly unlikely to buy any life |
| Salespeople generally think of marketers as lazy liberal | | | | insurance because they didn't need, or want it. I don't |
| arts graduates who use the words "focus groups" and | | | | care if you call 1,000 people that don't fit the profile. |
| "corporate brand" to describe activities that are nothing | | | | You're still wasting your time. Quality over |
| but "a colossal waste of money."Ultimately each | | | | quantity.Rather than buying into the myth that selling is |
| function needs the other if the company is to GROW. | | | | a numbers game, think of a game of darts. By aiming |
| To that end, sales and marketing are separate but | | | | your effort (the dart) at a clearly defined target (your |
| equal professions from a business perspective.What's | | | | pre-qualified prospect on the dart board) your chances |
| less obvious is how we should all work together. | | | | for hitting the mark (a sale) are greatly enhanced. |
| Marketers believe that marketing should play the | | | | Contrast that mindset with a pure numbers game, |
| dominant role. After all, marketing defines the product, | | | | where you stand outside and try to get hit by lighting |
| articulates the positioning, and creates all the sales | | | | or crossing your fingers multiple times with the hope of |
| tools (ranging from glowing CEO profiles in "Fortune" | | | | attaining good luck. |
| magazine to the ubiquitous corporate logo wear that | | | | Myth 9: You Must Like Rejection!Many sales courses, |
| serves as the de facto currency of the modern | | | | sales books, and sales training will tell you to keep a |
| professional). All sales has to do is to follow orders, | | | | very stiff upper lip when you get "rejected." A |
| right?. Salespeople believe that selling should play the | | | | rejection can occur when you are rebuffed on the |
| dominant role. After all, selling is where the rubber | | | | phone, not granted an appointment, or simply told "no." |
| meets the road, where the tough get going, where | | | | These courses will also tell you not to let a "no" get |
| everyone gives 110 percent, and where slogans reign | | | | you down. The problem with this approach is the fact |
| supreme. Salespeople bring home the bacon. All | | | | that once you accept the simple proposition that you |
| marketers do is provide brochures and take all the | | | | have been rejected in the first place, you have given |
| credit. The truth is more complicated but more | | | | up the psychological high ground and put your |
| rewarding.Suffice it to say, let's just say that selling and | | | | self-esteem into retreat! Simply put, your sales team |
| marketing are NOT the same thing. What both | | | | needs to reject the notion of rejection.Once |
| departments SHOULD agree on is the need to stay | | | | salespeople understand that all they are doing is helping |
| focused on what the client's and customers want, in | | | | people, every outcome should be the same. If |
| an effort to provide them value. Can't we just stay | | | | prospects don't want your help or choose not to deal |
| focused on that? That's another book too.Myth 5: | | | | with your company for whatever reason, it is not your |
| Selling is about Winning Over Your Customer!Selling | | | | salesperson's problem. He or she simply has to locate |
| isn't about wining over anyone. It's about helping your | | | | another prospect that needs your company's products |
| customer win. If you think of making a sale as | | | | or services. |
| "winning", that means someone has to lose. If you are | | | | Regardless of the response prospects give, the |
| winning and your customer's are losing, you'll be selling | | | | salesperson is still the same person with the same |
| a very, very short amount of time.It's about both you | | | | amount of product knowledge, experience, and |
| and your customer winning. Enough said. I just wish | | | | competence. When you teach your team to stop |
| that prospects and buyers thought that all the time | | | | linking, no matter how subtly, their sense of self-worth |
| too!Myth 6: Selling isn't a Real Profession!If you're | | | | and accomplishment to a prospect's response, then |
| embarrassed about being in selling, this is the myth | | | | selling ceases to be hard work and instead becomes |
| you're subscribing to. You have to be proud of being in | | | | a game. |
| selling in order to be successful. One way to do this is | | | | In general, the healthiest mindset for you to teach is: |
| to realize the important people you'll be working with | | | | "You, Mr./Ms. Prospect, have made a decision to move |
| on a daily basis. When sales professionals sell, they | | | | forward without my services. I'll be here when you |
| are often sitting across the table from the following | | | | come to your senses and change your mind. It's not |
| formalized professions:- Chief Financial Officer | | | | my responsibility to straighten you or your company |
| (formalized by the American Finance Association)- | | | | out."Myth 10: Selling is a Dead End Job!Did you know |
| Legal Counsel (formalized American Bar Association)- | | | | that 85 percent of the company leaders and |
| Project Manager (formalized by the Project | | | | entrepreneurs in America today were once |
| Management Institute)- Marketing Professional | | | | salespeople? They carried sample cases, made cold |
| (formalized by the American Marketing Association)- | | | | calls, dialed for dollars, did product demonstrations and |
| Information Technology Professional (formalized by | | | | handled objections. Today, they're the majority of |
| numerous associations and organizations)- | | | | corporate presidents, CEOs and the like. Selling is a |
| Procurement Professional (formalized by the Institute | | | | dead-end job all right--especially when you consider |
| of Supply Management and the National Association | | | | that the end may be at the very top of an |
| of Purchasing Management)The question is, what | | | | organization!Brian is the Chairman and Founder of the |
| exactly is a "formal" profession?There are many | | | | the United Professional Sales Association (UPSA). |
| formalized professions in our society, including doctor, | | | | UPSA is a non-profit organization headquartered in |
| lawyer, teacher, engineer, dentist, and other recognized | | | | Washington DC that has addressed the concerns and |
| and formalized occupations. These occupations | | | | challenges of individual sales professionals. Brian has |
| engender a level of respect from the population as a | | | | authored the world's first universal selling standards |
| whole because their standards of entry require | | | | and open-source selling framework for free distribution. |
| education and training specific to their respective fields. | | | | This 'Compendium of Professional Selling' containing the |
| Professions generally provide a service to the | | | | commonly accepted and universally functional |
| population as a whole, but the average recipient of that | | | | knowledge that all sales professionals possess. The |
| service has little opportunity to judge the qualification of | | | | open-source selling standards have been downloaded |
| the professional. This, the individual who wishes to | | | | in 16 countries by over 300 people. Over 30 people |
| make use of the services provided by professionals | | | | have made contributions.Because UPSA is not owned |
| must rely on their professional membership to | | | | by one person or any company, it is a member |
| determine qualifications.There are five attributes | | | | organization and guardian of the global standard of |
| generally identified as common to all recognized | | | | entry into the sales profession. |