After over a quarter century in the selling business, I have suffered through several economic downturns. Each one different from the other, however, with each there is benefit. As an entrepreneur, I have flexibility to invent new ideas and techniques, some work some did not. As my mentor states, if you are not failing you are not trying. Individuals continue to ride the ebbs and flows of the current economy some attempt new things – others do not. Some grow; others fade.

People continue to request where my success stems. It is simple, focus. My business strategy is simple; I exist for the customer. Although many disagree and believe selling to be a game of numbers and statistics, nothing is further from the truth. Selling is simply about client acquisition and maintenance. Selling requires relationships, so perish your thoughts of closing, appointments and body language. These are nonfunctional tools. Exemplars include Dale Carnegie and Willie Loman amongst many others. Today’s selling professional (while having a cadre) of electronic resources still requires similar foundational elements of our forefathers. The end game is contingent on the number of relationships built and move with you. If you do not obtain referrals then no relationships exist.

Coincidentally, selling unlike many other professions enables an exceedingly low barrier of entry. Selling requires little experience, minor education and is thankfully void of foppish certification. There is good and bad in this. I do not shun opportunity, however, I disdain the insincere and lethargic. Some entrants crave the notion of instant success and focus solely on income. Not surprising the notion stems from the ludicrous television advertisements announcing instant income. More importantly many forget two things, 1) clients desire value and 2) they have more information at their disposal, some know more than you!

Selling requires skill, patience and an indispensable degree of research. Successful selling professionals create dialogue with content; they understand that information is king. Yet, many current selling professionals believe success is based on numbers or luck. Not true! Selling requires an immeasurable amount of education of company, industry and competitive intelligence. Clients receive immense value in the knowledge provided by the selling professional. In a time pressured world, clients are concerned about value not price.

Classroom or experiential learning is also required. It is irksome that so many individuals today seek “free” information from blogs, social networks and “inexpensive books”. I recently read of one selling representative that acquired his knowledge on selling from a $25.00 book. In another example a company of 50 sales employees used a $20.00 assessment to define sales behavior for a staff that required $65 million in selling revenue. Heart and legal specialists constantly engage in annual learning. In fact, life long learning is a professional requirement. How do you base you medical opinions? Selling is similar, why should a customer trust your professional opinion if there is little investment. Education becomes knowledge which eventually assists and provides customer value.

An additional driving force for my customer strategy includes marketing. Unfortunately many selling professionals are tacticians and spend interminable hours cold calling. I recently debated on a Linkedin group over the disadvantages of cold calling. I was interested to find numerous self-proclaimed experts defining their glory in leaving voice mail. Do you know any cold calling millionaires? More importantly, numerous strategies are required to reach the client. Successful strategies are based on an integrated marketing communications that include advertising, networking, article writing, etc. Selling does not exist in a vacuum nor do clients. Research states the average client receives over 7000 messages daily, therefore it requires differentiation in communication. Cold calling is vertical and does little to promote the business, and establish a relationship.

Finally success is in the mix, yet is requires action. Selling is not a spectator sport; full integration with the client is required. All activities, strategies and communication need focus on the most important asset- the client. Stop blaming others for the lack of business, the lack of activity and the lack of revenue. The first step towards success is looking in the mirror and defining what stares back. The second step requires a plan and the third, removing yourself from the stands and into the field of play. The question is what does the mirror show?

©2009. All rights reserved. Drew J. Stevens Ph.D.

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