The best sales-people persuade their prospects to act—to make buying decisions and follow through with them. Professional selling is not manipulating people into buying things they don’t want or need by applying pressure until the prospect gives in.

Success in selling calls for putting your principles and personal integrity into practice on behalf of your company and your customers. Your role is to influence prospects to buy.

Professional salespeople patiently cultivate prospects, making as many calls as necessary to learn the prospects’ needs and to satisfy those needs. They don’t think in terms of individual sales, but in terms of long-term relationships that pay off in repeat business. More than 80 percent of all sales require at least five calls. Only 2 percent are closed on the first call. The salesperson who quits after the first call will rarely reach paydirt.

Professional salespeople make repeated calls, each one moving them systematically toward a sale. They learn about the prospects, find out about their needs and problems, and look for ways to make life more pleasant and business more profitable for them. Their aim on each call is to move the prospect another step closer to the sale. They learn what information they need to take that step, and are sure they have it when they make the call.

You also want them to buy your products at a profit. If your company doesn’t make a profit, it can’t continue to invest in future growth. A successful sale is one that makes both the seller and the buyer better off. When both sides win, each side has a stronger reason to do business with the other.

Professionals know that the ultimate end is a profitable relationship. Price is rarely the decisive factor. Prospects look for value in the product, the salesperson, and the company.

Professionals make themselves valuable by rendering a service for which people are willing to pay. If you want to make a successful sale, don’t cut prices; build value. If you build enough value, your prospects will buy, and your company will profit. SME

Nido Qubein is an international speaker, educator, consultant, and author on sales, communication, and leadership. 336-889-3010.

ACTION: Build more profitable relationships.