(Originally published on Sunday, June 20, 2010)
By MARK SO
Thank you for visiting and commenting on my blog for Part 1 and 2. For those of you who have not yet read those, please go to http://www.markso.wordpress.com.
In Part 2 of my blog, I wrote that 25% of the commenters were undecided as to whether they were Yin or Yang salespersons, and about 2% of this group (a very small number) felt that a great salesperson should be a balance of both. I totally agree: Yangs must learn from the Yins, and likewise, Yins must learn from Yangs but honestly, it is easier said than done.
Just learning skills from each other and developing these would be the obvious way to reach a balance, but I believe that having a deeper understanding of sales is the real answer.
So here I will explain that being a great salesperson is NOT just about developing a skill or transforming yourself from Yin to Yang or vice versa. Instead, evolving as a salesperson is simpler than you think.
Let’s begin. In my sales and marketing seminars, I ask my students what their motivation for selling is. Can you guess what their three main answers are? They were: 1. money; 2. recognition; and 3. more money.
To which I say, “That’s very honest of all of you, but you see, you don’t need to sell to get money and recognition. You can inherit wealth (money), or you can learn to Invest and grow your money. You can invent a new gadget or write an article for a newspaper for recognition. In other words, what you mention are motivations, but not really motivations to make you sell better.”
And the room gets very quiet. So I continue, “You see the best salespeople in the world, whether Yin or Yang, are motivated by only two things when they start selling. They are: 1. excited and motivated by the product itself; and 2. They absolutely care about the people that they sell to, their customers.”
You Can’t Sell What You Don’t Believe In
My wife Jhoanna is, as I mentioned earlier, a Super Yin; she absolutely gets freaked out when she needs to do the selling herself, but not when it comes to our seminars and our real estate properties.
Jhoanna absolutely believes in practical education; she has read self-help and how-to books all her life and has become a maven of information. The seminars we hold at Businessmaker Academy are the product of her beliefs (and mine, of course); she is very proud of them and is willing to sell them to anyone who inquires about them. When she is in the office and she answers a phone call inquiring about any of our seminars, her face lights up and she can sell very naturally and easily. (She closes 99% of them!)
The same goes for real estate; yes, she loves real estate. In fact, ever since she was seven years old, she would regularly encircle with a red marker the properties for rent or sale in the Classifieds section of the Manila Bulletin and ask her parents to call and inquire how much it was. She would even insist on going with her family every Sunday to see some of the properties they owned at that time. She was and still is obsessed with real estate, so when one of our condominium units was turned over to us, she was able to rent it out on the first day we opened the door (I am not exaggerating). This is the power of believing in your product.
You Should Not Sell If You Do Not Care For the People You Sell To
Notice that I said “should not,” and not “cannot” because you can sell to people you don’t care about, but your customers will know that you are not selling for their benefit but for yours only. This is the other must-have ingredient when it comes to selling very well. You must love your customers for you to be able to gain their trust and their loyalty. It is very hard to fake sincerity, and without sincerity, there can never be trust. If the customer trusts you, the customer will buy from you; it’s that simple.
I really care about my customers, and they know it. It is not about what I say; it is about what I do that makes my customers understand that my businesses and I are here for them. In my seminars I tell my students that I am sincerely excited to be here today to teach them, and indeed I am excited and thrilled. I always am, because at the end of the day, I love the feeling of being able to help, inspire, and provide a means for a better life for all of them.
After my seminars, they come up to me and say “thank you” and the next time they come over, I shake their hands and ask about their families or how their startup business is doing, I mention the details of our meeting several weeks ago and they are surprised that I remembered. These small things, these sincere things that I do over time, show my customers that I care.
But I go several steps further. I don’t just sell to my customers, I build businesses around them to provide them with what they need. And my customers gladly buy almost any product that I offer them because: one, I believe in and trust the product that I’m selling, and two, all my long-time customers know I am selling something that I believe can be used for their best interests.
I am not perfect, and neither is my wife, but in my examples above, Jhoanna and I, together with our growing businesses, continue to strive to be better salespeople using these two very simple truths in selling. I hope it will help you too in your quest to be even better as a salesperson now and in the future. Good luck and God bless!
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