You will not read this column and say “That is some new stuff Hal is talking about now.” You have heard or read it all before, but now is the time to put all this into action.
• Confidence is something you must earn. The one and only way to master the art of confidence is to explore. Learn all you can about your subject, but above all, practice, practice, and then, practice more. We are all crea tures of habit. When you face something new, you have to learn it, get comfortable with it. T
he only way to get confidence is to practice so you know your material cold. You have to want to be your best, to do the most. If you are not comfortable in something, practice it, and you will become more comfortable with it.
Very few sales people get their skills down pat. How well do you know your material?
If you know it well, you’ll impress your customer. We respond to a person’s confident attitude as much as we do to that person’s actual skills. For example, do you know what school your dentist graduated from? Did your dentist graduate at the top of the class — or the bot - tom? Has anyone died in your dentist’s chair? Are you sure your dentist can read your X-rays? How about your physician? Is he or she board certified?
Most people don’t know, but they are likely to stick with a doctor or dentist who is confident.
In my opinion, the master of confidence was Lee Iacocca. He used to say in his award winning commercials in the early 1980s, “I might be CEO of Chrysler, but basically I'm a sales - man.” He had great confidence — and great salesmanship.
He sold the federal government on lending Chrysler millions of dollars. He sold the banks on lending millions more. He sold his employees on taking pay cuts.
• Make a positive impression and be enthusiastic.
I still remember the first time I saw Bruce Springsteen perform back in the early 1970s. I sat transfixed for three and a half hours. I have never seen a more incredible show, and every show he put on was the same. Enthusiasm made him such an amazing talent. He loved to per - form. He couldn’t wait to play again.
Another example of enthusiasm was Michael Jordan. He made basketball fun. In fact, he’s probably the only basketball player who had a Love of Basketball clause in his contract so he could play in a pickup game any time, anywhere he wanted.
That love showed in his games.
Enthusiasm is an invaluable sales aid. Enthusiasm shows that you are confident about your product and proud of your company.
• Develop a winning attitude.
You must believe that your company is the best, that it is the only one your prospect should buy from, and you must be prepared to back this belief with facts.
To be a winner, you have to work for a winner. If you do not believe your company is the best, you shouldn’t be selling it. I
f you get up every day and say, “I hate this company, and I hate what I’m doing,” then I suggest you go to your boss and say, “Hal told me to tell you I quit.”
If you love what you’re doing, really love it, then it's not work. Imagine how much fun you would have if you really like what you do every day. If you don’t love what you’re doing now, then I really suggest you quit it and do some - thing you do love.
• Put your body into the sale.
Shake hands firmly. Walk with assurance. Men and women both like a nice strong hand - shake. Develop an assured, take-charge posture with your voice and body. Be enthusiastic, and really get into what you’re doing. We all like to be around people who are up, not people who are down.
• Use your voice effectively. Speak clearly and in a conversational tone. Smile and try to speak economically; use only those words that state simply and effectively what you have to say. Try not to use big fancy words. All you do is lose people.
Nothing new ... just things we forget along the way. Now, go out and become a winner! Hal Becker is a nationally known speaker on sales and customer service. He is the author of two best selling books, “Can I Have 5 Minutes Of Your Time?” and “Lip Service.” Hal’s book on negotiating is titled “Get What You Want! He can be reached at Halbecker.com.