07/ 26/ 2005
by Jeffrey Moses
Most salespeople spend their preparation time boning up on their products and learning all they can about their features, potential benefits and advantages. In doing so, however, they often overlook the most important aspect of their sales presentation –– themselves.
Veteran sales pros understand that before a customer will even take a serious look at a product, they must have confidence in the salesperson. Without that confidence, sales are difficult, if not impossible to make.
This makes sense. People are always reluctant to hand over money, even for products they need and want. Before they reach into their wallets, they must trust that the person who gives them information and who handles the sale and possibly a future warranty will work for them.
Salespeople need the following traits to gain a customer’s confidence:
A listening ear
People want to do business with salespeople who listen, who understand what they need and will show them how the purchase meets their needs.
Enthusiasm with a realistic sales approach
Customers don’t buy unless a product excites them. A salesperson’s enthusiasm can kindle this excitement. But blind enthusiasm (insisting that similar products on the market are worthless, for instance) can be a turnoff.
An image that instills confidence
It’s often said that customers like to do business with people who look like them –– who dress like them, act like them and speak like them. In other words, people trust those with whom they have things in common. Since it’s impossible to present an image that harmonizes with everyone, the best approach is to dress neatly, speak sincerely (don’t be overly arrogant or self-assured), avoid rudeness and listen more than you talk. From the standpoint of personal hygiene, groom yourself before a sales presentation (avoid wearing rumpled clothing, for instance).
Preparation specific to customers
When a salesperson takes time in advance to research a customer’s needs in relation to the products offered, he or she establishes tremendous confidence from the outset.
Product knowledge
You must know your product thoroughly and be able to explain its features and benefits clearly and understandably. Customers will not have confidence in salespeople who don’t know everything about the products they sell.
