Everyone is a sales person and failing to recognise that is sure to be a limiting factor for your career or your business.

Although it is unusual for employees to think this way, even those whose primary role is not sales in the traditional sense must, if they hope to achieve success, be alert to opportunities to promote their skills and value to the business to internal customers - the business owner and other team members. This is not always easy for some personality types but overcoming any natural reticence to self-promote will lead to increased success.

Blog: Communication key to a great life and business

Everyone is a sales person and failing to recognise that is sure to be a limiting factor for your career or your business.

Although it is unusual for employees to think this way, even those whose primary role is not sales in the traditional sense must, if they hope to achieve success, be alert to opportunities to promote their skills and value to the business to internal customers - the business owner and other team members. This is not always easy for some personality types but overcoming any natural reticence to self-promote will lead to increased success.

Successful businesses will make efforts to generate leads as a starting point for the sales process and again, the success of this process is a significant determinant of the success of the business.

The sales process you adopt will depend on many factors - whether your customers are internal or external, whether it is a face-to-face, telephone or online process, whether you are selling high-value services or consumer products and so on.

Fundamental to all successful sales processes (particularly for face-to-face and telephone sales) is the need to communicate. By “communicate” I mean a genuine discussion of the needs/wants of the potential customer and a genuine matching of those needs/wants with the goods or services being offered for sale.

The successful sales person must, therefore, be able to communicate with customers and (fortunately) these skills can be learned and improved with practice.

In this context, listening is a very important communication skill. If either party is not listening, there cannot be genuine communication.

There are many books on this subject that will help you develop your listening skills. If you have not worked on this part of your skills, I recommend you do so (soon).

Another important aspect of effective communication is the ability to relate to different personality types and recognise your own. Saying, “That is the only way I deliver my sales message” may suit you and some of your customers but you will not be able to communicate with the rest. What a waste!

Being able to identify whether your customer is primarily interested in –

  • the facts as a basis for further analysis,
  • the facts to make a quick decision,
  • forming a relationship as a basis for trust, or
  • keeping the relationship light and friendly

will help you tailor your communication to suit your customer and increase your success.

To be an effective sales person and succeed in life, learning to be the best communicator you can be will be a major step forward. Failing to communicate with your customer (whether internal or external) will make life that much more difficult to successfully navigate.