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Reading Room Articles
A few months ago I wrote an article for another publication entitled "looking for a job? Try the Highest Paid Profession," in which I recommended sales. I have received a number of letters and calls questioning whether that advice applies to most people or simply those who are "natural born" sales-people. After attempting to answer this question individually and doing some additional research and thinking, 1 decided to address the issue in an article. Since this advice applies equally to the leasing agent position in our industry, I thought that I would include this article in Sales and Marketing Magic. The "bottom line" is that it is probably true that some people should not go into sales, perhaps because of personality, strong personal bias against sales, or the lack of a needed trait. However, I believe that most people could be successful in sales if they were motivated sufficiently to develop the personal characteristics associated with successful salespeople. They should then, of course, learn the necessary sales skills and product knowledge. The purpose of this article is to address those personal characteristics that a person should possess, either by birth or acquisition, to maximize his chances for success in sales. SELF MOTIVATION In the final analysis, your level of sales success does not depend upon the territory, economy or type of management you receive but on your own initiative and self- motivation. You must be self- disciplined because you are responsible for organizing and controlling your time. POSITIVE MENTAL ATTITUDE You must have a positive mental attitude despite often gloomy projections of those around you. George Bernard Shaw said, "People are always blaming their circumstances for what they are. I don't believe in circumstances. The people who get on in this world are those who get up and look for the circumstances they want and if they can't find them make them. " ENTHUSIASM This characteristic elevates mediocrity to the heights of success. Nothing outstanding has ever been accomplished without enthusiasm. Your enthusiasm projects more about your sincere belief in what you're selling than any other single characteristic. It creates excitement in you and the prospect. ENERGY Enthusiasm, coupled with and reinforced by a sense of purpose and direction, becomes a "well spring" of energy. A high energy level is contagious and perks up the prospect. It enables you to persevere and to perform all of the actions necessary to sell successfully SELF-CONFIDENCE Prospects can sense whether you are self-confident. Your confidence of success will become a self- fulfilling prophecy. It means you believe in yourself, your ability and your product or service. You are able to project that self-confidence onto customers and prospects who must first buy before they buy what you are selling. PERSISTENCE Eighty percent of all first orders are obtained only after a fifth call on the prospect. However, the average salesperson usually stops calling after his third unsuccessful try. Therefore, the more persistent salespeople are the ones who get the new business. You must be willing to pay the price and not give up when you encounter set backs. Learn from lost sales and don't make the same mistake twice. It takes time and sweat but is well worth the price. Carlisle wrote, "Genius is the capacity for taking infinite pains." EMPATHY This is the ability to put yourself in the prospect's shoes and see things from his point of view. You must understand how he feels and what he wants. Then present your product or service in terms of the prospect's interests. TACT You must understand and relate to people to sell effectively and to maintain a relationship with the customer over a period of years. Sales are 90% human relations. You must be likable and be sensitive to the needs and feelings of others. HONESTY In selling, honesty the best policy. It means selling what best fits the needs and wants of your prospect even if it isn't the highest price or most profitable model. It also means doing what is right and is an absolute necessity in building a career working with people. ETHICAL This means never over promising and under delivering. You must sell customers what they rather than selling them what you and jeopardizing building a future relationship for the sake of making a present sale. DEPENDABILITY It means that you can be relied on to deliver what you promise. Prospects buy from salespeople who keep appointments, show up on time and meet commitments. Details set the tone for doing business. CONCLUSION While many people naturally possess many of the above characteristics, most of us can acquire those that we don't possess and thereby become an excellent candidate for sales. If we keep practicing and developing these characteristics, we can build lasting and profitable relationships with customers. 
Frank Basile, CPM®, is the Vice President of the Gene B. Glick Company, Inc., in Indianapolis, Indiana. Frank has responsibility for the management of their total portfolio of 21,000 apartments in 13 states, and is an accomplished author of both books and articles about property management. To read more articles from this author please visit www.smmonline.com. The Sales & Marketing Magic Companies, shares more than 20 years of experience in multifamily housing, encompassing leasing, marketing, management, training, authoring, consulting, developing, and Brainstorming! For more information on Sales & Marketing Magic for Apartment Managers; the latest Tools & Forms Catalogue; The Annual Multifamily Housing Brainstorming Sessions™; or to receive top ideas, FREE, via e-mail, please call 727-784-9469 or visit www.SMMOnline.com. |
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