The secret to successful selling

If you want to sell, you need to get busy, says Peter Foy

Google “Sales Training” and you get more than 2.7 billion results. Google “Business Ethics Training”, by contrast, and you get fewer than 280 million results. My conclusion? Everyone wants to learn how to sell, so let me chip in with my three pennies’ worth.

Find a method

A friend recently asked me to recommend a training programme for her salesforce. Without hesitation I suggested she had a look at Sandler Training. Over the past 40 years I have experienced innumerable training programmes and methodologies designed to help people get better at sales. Sandler is the one I rate most highly.

I was taken through the programme, nearly 30 years ago, by an inspirational teacher, Dave Mattson. One of the lasting lessons I took from the training was that a successful salesperson understands how a client’s mind works.

To get inside the head of your client, ask questions like these:

  • Are they predisposed to keeping with the status quo or would they prefer to have something completely new?
  • How do they like to receive information? Are they Visual, Auditory or Kinaesthetic in their preferences? Understand this and you can tailor the information you provide to be as appealing as possible

As you can see, there is a lot of psychology in this approach. It’s about understanding what makes people tick and paying close attention to the person in front of you.

Buy now, think later

One of the central beliefs of Sandler is this: “People make buying decisions emotionally then justify them logically.”  

In other words, if you control the emotional side of a buying decision, you win the deal every time.

This all seems blindingly obvious, and it is true that a lot of the psychology behind the approach would now be regarded as an example of “neuromyth”. But I still think there’s something in what Dave Mattson taught me about selling: it’s about understanding humans and their behaviour.

Know thyself

Crucially, it is now my belief that the person you need to understand is not the client. It’s you, the seller.

Successful sales people don’t just enact a methodology they lifted from a training manual 30 years ago. They find an approach that works for them and their clients. Then they follow it, time and again.

At the heart of it all – and it’s pretty simple, really – is this: successful sales come from using every hour of the day to make sales, every minute of the hour and every second of the minute. Selling is like any other profession: the more effort you put in the more you get out.

“Success only comes before work in the dictionary” may be a hoary old cliché, but it happens to be true. In the same way that writers write and cooks cook, successful sales people sell. And they don’t stop selling until they’ve smashed their targets.

A thought experiment

Let’s imagine I put two new consultants on one of our desks at Just Recruitment. We’re a fast-moving business whose people work hard to keep clients and candidates happy.

Assume my new consultants – we’ll call them Bert and Bertha – are of equal talent and intellectual acuity. So what will differentiate them is their behaviour: more specifically, the extent which they apply themselves to the task at hand.

Day one for Bert and Bertha goes like this:

  • Bert makes 10 contact calls and Bertha makes 20
  • Bert leaves the office at close of play. Bertha leaves when her to-do list is completed
  • Bert makes sure he hits his daily KPIs. Bertha always exceeds them
  • Bert communicates solely via email, but Bertha uses the phone and makes regular client visits

In each case, Bertha’s greater drive, her hunger and willingness to go the extra mile, will make the difference between success and failure. No one is born to sell: it’s just a matter of forming the right dispositions and paying attention to the people you deal with.

So that’s it. The secret to successful selling: application, behaviour, hard work.

Simple, isn’t it?

© Copyright Just Recruitment 2019

If you liked this article you may like to read – Ten of the most common “neuromyths”

You may also like to read – The knowledge: find out what you stand for

 

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Commercial Administrator
Sector: Public Service and Administration
Salary: Competitive
Location: Sudbury
Role: Full Time
Contract: Permanent
Job ref: 913637
About the role

Just Recruitment is partnering with a growing, industry-leading organisation in Sudbury to recruit a Commercial Administrator.

Joining a small but dynamic team, this unique role involves assisting the Technical Director in maintaining strong relationships with longstanding customers while also developing new client connections.

The company takes pride in delivering exceptional pre- and post-sales service and you will need to be highly organised individual who will thrive in their friendly office environment.

Key duties include:

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Key requirements for the role:

  • Proactive attitude
  • Great communication and organisational skills
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Benefits include:

  • Free refreshments
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  • Paid volunteering day
  • Staff discount
  • Employee Assistance Programme (including free counselling sessions)
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Just Recruitment acts as an employment agency for permanent roles.
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Sector: Engineering and Manufacturing
Salary: Competitive
Location: Sudbury
Role: Full Time
Contract: Permanent
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About the role

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The primary purpose of this role is to support the facilities maintenance team in maintaining a high standard of cleanliness throughout the buildings. Responsibilities include following the company’s daily cleaning plan, updating schedules and records, and collaborating with all on-site teams.

Key duties include:

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In order to be considered for this role you must have previous cleaning experience within an industrial setting.

Working hours are:
Monday to Thursday, 2pm to 10pm and Friday 1pm to 7pm

This is an excellent opportunity to join a great company, offering great benefits!

 

Just Recruitment acts as an employment agency for permanent roles.
We are an equal opportunities employer and welcome applications from all suitable candidates.

 

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Sector: Marketing, Advertising and PR
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Role: Full Time
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Just Recruitment seeks a Marketing Project Administrator for a manufacturer based in Braintree, Essex.

This role is ideal for someone who is highly organised, a strong communicator, and passionate about marketing and project management!

You will need to be a strategic thinker with strong project marketing skills, a deep understanding of marketing processes, and the ability to manage multiple projects simultaneously in a fast-paced environment.

You will also help to oversee the planning, execution, and delivery of marketing campaigns and initiatives.

This role is central to ensuring cross-functional collaboration, timely project completion, and alignment with business goals.

Key knowledge and skills:

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Proven experience required:

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Just Recruitment acts as an employment agency for permanent roles.
We are an equal opportunities employer and welcome applications from all suitable candidates.

 

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Sector: Engineering and Manufacturing
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The key purpose of this role is to be responsible for the installation, commissioning, service, repair, breakdown and maintenance of the company’s range of equipment in various medical environments.

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An electrician with an electrical test and inspection background would also be considered.

Applicants are welcome from a wide range of equipment backgrounds.

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What this role offers:

  • You will be rewarded with a competitive basic salary. overtime, company van, expenses, phone, pension and healthcare package.
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Just Recruitment acts as an employment agency for permanent roles.
We are an equal opportunities employer and welcome applications from all suitable candidates.

 

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Sector: Public Service and Administration
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About the role

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The Business Support Assistant reports to the Operations Director and supports the respective business unit with administrative resources and organisational and departmental functionality.

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Key experience:

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Hours: Monday to Friday (9.00am to 5.00pm).
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Just Recruitment acts as an employment agency for permanent roles.
We are an equal opportunities employer and welcome applications from all suitable candidates.

 

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