One of the most important assets that any small business can have is effective sales people. Without them, you simply do not have a business that will work or more importantly make sales. Over the last ten years of operating a number of small businesses I have found 10 key attributes all sales staff must have to be successful.



Attribute 1: They Must Be Friendly and Approachable

Without friendly and approachable sales staff your customers will never buy from you. Let me share with you an example, two days ago I visited a well known sandwich store in Townsville Australia. The sandwich artist (better know as their salesman) was incredibly rude and unapproachable. In fact this young woman was so rude to both my wife and myself we almost walked out of the store and I know for a fact that two other people did, because I watched them. Her problem was quite apparent she did not want to be there and that was obvious.

If you were the business owner and the person was being abrupt and plainly rude, people simply will not take it and they will walk away. I still cannot understand how businesses can survive with rude sales staff. Some do though.

Attribute 2: They Must Always Be Polite

One of the biggest killer of sales is when you get to close to a customer and all of the sudden you let your guard down and say something inappropriate. When ever dealing with a customer you must always be polite and never resort to any vulgar language even if sharing a joke, because in many cases this will kill off a sale.

Attribute 3: Smile and Have a Clean Sense of Humour

The quickest way to disarm a customer is to smile at them. It is amazing how often just a little smile will stop the ranting and raving of a disgruntled customer. Too many people today, walk around on this earth with a scowl on their face and if you do this you will have no chance of making a sale. Nobody wants to buy from a grump.

Attribute 4: Always be well dressed

It does not matter whether you are a panel beater or mechanic, car cleaner or office girl, you should always present yourself in a well dressed manner. When choosing a uniform for your staff make sure that it will always look smart regardless of the work that they do.

Attribute 5: Follow-up all leads

Ninety percent of lost sales, simply are caused by people not following up in an appropriate amount of time. When ever you receive a customer enquiry that you cannot deal with immediately, make sure you inform the customer when you will follow-up with them and ensure you stick with that date.

Attribute 6: Ask the Customers What Their Needs Are

Look, as a small business owner, I am guilty of this, if you do not know what the customer wants, then simply ask them. I can assure you they will tell you. Never fear customers are not afraid of sharing with you their opinions or issues, just ask them

Attribute 7: Help the Customer Save Money and Get A Bargain

Every customer loves a bargain. Just look at the number of $2 shops that popup all around the world. Look at how many people travel half way across the world to travel to places like asia to shop in their cheap markets. Customers love a bargain and love to be shown how they are saving money, even when you are charging them more than someone else. Simply educate them why your deal is better then the next persons.

Attribute 8: Educate the Customer, Offer an Opinion or Have a Clear Recommendation

Salesman who are very successful will always have an opinion on what is the best product or service and why. Tell the customer why you recommend a certain product over another. Clearly educate the customer on what to look for when buying the product or service. If your product is not the one to buy or will not suit them then tell then what is the best option. You will be surprised how often you may not get that sale, but definitely get the next one by being honest with the customer.

Attribute 9: Help the Customer

If you cannot service the customers needs, then tell them somebody who can. We often will go to places like Harvey Norman or Tandy to buy certain products and they always tell us if they can not supply the product who can. Do you know the interesting thing about their strategy, my team and I always go back to them for other things.

Attribute 10: Ask for the sale

If you want the customer to buy something from you, you have to ask for the sale. Do not sit there with the customer like a stunned mullet, get in and ask them, "Would you like me to ring that up for you now?"

Whilst selling a product can be an art form, following these basic 10 attributes will certainly make a big difference in your ability to sell and become an outstanding sales person and make your company an outstanding organization to deal with.