As an avid business reader, their are certain authors whose books and articles I tend to seek out because they are so good at delivering solid insights. Neil Rackham is known throughout the world as a speaker, writer and seminal thinker on sales and marketing issues. Three of his books have been on The New York Times best-seller list, including Spin Selling (TM), McGraw-Hill's all-time best-selling business title.
Following are 10 of his most valuable lessons:
Generate Trust - "Selling depends on trust. Customers only trust people that have 3 key attributes: candor, competence, and concern. Customers trust people that are honest and straight. They should know what they are talking about. And they should be concerned about the other person and their needs."
Don't TALK Too Much - "The most successful salespeople talk a lot less than their customers. Most of us take up more air space than we need to. Ration your talking time."
Ask Questions - A lot of questions. "We live in an age where understanding is more important than persuading. Asking the right kind of questions can help you understand the other person and where they are coming from."
Reasons Don't Always Persuade - "Less effective people feel like their argument is always right. Don't think that piling on the reasons and the logic will necessarily persuade someone." People buy from emotion and back it up with logic.
Be Persistent - " One thing I found over and over again was that the best salespeople are the ones who don't give up. If they don't get a call back, they'll try again. Most people just aren't persistent enough. Be persistent but don't become a pest."
Help People Answer Their Own Questions - " This may seem strange, but it's often the best way to solve a problem."
Focus on the Person, NOT the Product - "Enthusiasm is a double-edged sword. You'd think that the most enthusiastic salespeople are the most successful, but there is such a thing as being too involved in your product. Be customer-centered, not product-centered."
Prepare - "Studies show repeatedly that the top salespeople spend the most time preparing and planning. Planning is crucial. But the plan has to be flexible. Plan carefully, but be prepared to tear it all up. You have to have room to move if necessary."
Keep Learning - "Good salespeople are educated by every call, every interaction. Understand that to succeed in sales you have to become a life-long learner.
Be Creative - "Now, more than ever, creativity and problem solving are the most important elements in achieving success. You have to be able to alter the "standard answers" when necessary. Salespeople are selling more than just products or services; they are fulfilling customers' needs."
SOURCE: Success Magazine, October 2006
