By Ken Hammock, The Joy FM

I helped conduct a training seminar the other day for a network of radio stations that covers multiple states.

My friend and I provided the majority of the training. We agreed my friend would offer all the techniques necessary for our topic. I would cover the “real” challenges of our topic; the down to earth, nitty-gritty challenges.

In sales, technique is vital. Every effective sales process must have a system. More often than not, basic sales techniques are not industry specific. There is prospecting, calling for the appointment, needs analysis, research and proposal, overcome objectives, ask for the order, fulfillment, and then the all-important follow-up and relationship maintenance.

The “real” side of the sale process involves the sales person’s diligence, attitude and awareness of self-worth. Most sales managers love to provide training on systems and standards. Some rarely delve into the psyche of the sales person; helping them properly evaluate, adapt and overcome.

First, you should have due diligence to uncover everything you need to know about the customer before the first appointment. You should learn answers to questions that are common knowledge and should never be asked; such as office hours, locations, brand specific products that are offered, etc. The prospective customer should hear your knowledge and diligence in the questions you ask.

Attitude is the heart of every sales person. Attitude can make or break the sale. The proper attitude can make something happen even when the product or service provided is less that the expectations of the prospect. A buyer may see the weakness of the offer, but the attitude of the sales person provides confidence and assurance. Attitude is the first key.

Finally, have self-worth. Your value of yourself should be not only be in the products or service you provide. Your self-worth should be in your training, tactics and personality. Place your value in what you know about your industry and what you’ve discovered and understand about the prospect’s industry. Their negativity, bad attitude, or rudeness should never diminish your view of yourself. If your value or worth is challenged, ask yourself the tough questions. Figure it out and fix it. Visualize every tough challenge as an opportunity to improve.

Hope these are a benefit. Let me know if I can help.

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(Ken Hammock is a 30-year marketing veteran and is the Corporate Engagement Specialist for The JOY FM. You can reach him via email at ken@theJoyFM.com)