Bruce Keith
Salespeople often think about who they are competing against as they try to make a sale. Let’s turn this around for a moment. What’s it like to compete against you? How do you think your competitors feel when they find out it is you they are up against? Are they intimidated or do they not really care? What do you need to do so that you present a major challenge for your competitors?
Here is your action step: The key is for your customers to easily see your competitive advantage. This is not something you are born with. It is not inherited – you create it. By doing so, you will present a major challenge for your competitors. The best news of all is this truth – everyone can present a competitive advantage! Here are some examples of how you can get “a leg up” on the competition:
1. High energy level. People are attracted to energy. Show a sense of urgency and enthusiasm in everything you do. Be “emotionally attractive”.
2. Exude strong confidence. Walk tall and be a leader. “A leader is someone who influences others,” said John Maxwell. Know your material and be the person your customers respect.
3. Be your word. Be who you say you are at all times. Deliver the goods, don’t overpromise, have high integrity and show up prepared.
4. Practice. Practice. Practice. No one ever got to the top without a lot of hard work. Fully 95 per cent of all salespeople have no commitment to practicing their craft. Allow half an hour every single day. Do not fight this – be one of the five per cent. There is no alternative. Professionals do not “wing it”.
If you find you are not competing with other salespeople very often, all this says is that you are not going after enough outside business. The only way you can grow your business is to leave your safe harbour and venture into uncharted waters. Have the courage and the determination to go beyond what is comfortable. That’s where your real success will be found. No excuses.
Calling 911
There is no salesperson who does not need help at different stages in their career. We need help improving our sales skills, we need help in improving our time management, we help in dealing with rejection. As a wise man said to me one day, “Being comfortable asking for help is important but it’s more important to be comfortable accepting help when it is offered.” That’s not always easy to do. Sometimes when we are having trouble keeping our heads above water, we foolishly resist the life preserver that is thrown our way.
Here is your action step: Some people are significantly more coachable than others. My observation is that the higher your level of self-confidence, the more coachable you are. Individuals who have low self-confidence are generally very resistant to outside advice. Defence mechanisms kick in. Here are some ideas on accepting help.
1. Ignore the source. Just because the source isn’t at the highest level of expertise, doesn’t mean the advice isn’t worthwhile. Be open-minded.
2. Work hard at keeping your ego out of the way. The “don’t you know who I am?” mentality doesn’t work very well here.
3. Consider what is being offered and take this approach… rather than deciding why “that won’t work”, look for ways to make it work.
4. If the advice offered still makes you sceptical, ask questions to get some clarity. “How did you come up with that idea?”, “Have you seen this approach work elsewhere?”, “How would you suggest I implement this?” There might be a diamond in there.
We have all seen situations where seemingly outlandish ideas and advice became highly successful endeavours (such as Google and Facebook). If the advice that was offered along the way was totally ignored and the recipients were not coachable, they would either never have happened or someone else would have implemented the concepts by themselves. The most successful salespeople are always looking for advice and new ideas. Be open to help wherever you go. There are some great ideas out there on how to close your next sale. Ask and you shall receive. No excuses.
Bruce Keith, the “Sales Coach”, began his sales career at IBM and 15 years later used his marketing and sales expertise to develop a highly successful real estate business. He is a master of teaching “what to say and how to say it”. His high energy and entertaining training style has allowed him to create a popular coaching and seminar business for numerous sales organizations during the last 12 years. www.brucekeithresults.com.
