Act Personable

Let's play a quick word game.

I say "salesperson," and you say ----?

Being in the profession, the terms that come to mind in this word game hopefully are positive. Perhaps "career" or "professional" came to mind. Maybe you went with "persistent" or "purposeful" or "relevant." (Bonus points for these key "What Buyers Want" behaviors!)

If you are a seasoned professional or even just getting started in your sales career, it is logical that terms we want our customers to use in describing us individually should also be the same ones that we're likely to use in describing an ideal salesperson.

But try this test on someone not in the business of selling and the answer may not be so positive. "Pushy" is a common adjective used to describe a salesperson. "Loud" is another, along with "talks too much" or "fake." Sometimes their experiences guide the choice of adjectives, but it may very well be the media, too. Sales people are not often portrayed in a positive light in movies and TV.

So what can you do to help erase that media stereotype or get people to at least occasionally think of salespeople in a more positive light? Be personable. The buyer is looking for evidence that the seller has similar values and is "like-minded." These internal similarities improve the odds of positive interactions.

Most sales training stresses that you seek to find ways to bond with your prospect, i.e.: compliment the children in pictures on his desk or ask about his golf game when the office décor indicates he or she is a golfer. Those are superficial connections, but if done with sincerity it can come across as personable and not a forced attempt to bond.

To step it up and become a trusted seller, listen to what the buyer wants. Does he want prompt delivery? Does he want you to be able get things done back at the office or in your warehouse? Does he want honest and timely communication?

Listen for those clues and use them to be more personable in your comments. "I hear you, Bob. It is important to me, too, that the warehouse meet your deadline and I will work closely with them to see that it happens. I won't let them disappoint either of us."

That's both good listening and it shows you have a common value in expecting good service. Anybody walking in to the buyer's office can see he plays golf; it is not so easy to see his attitudes and values. Building connections is part of being personable, friendly and becoming someone with whom the buyer can relate.

Go ahead and point out the cute kids and ask about the golf game. Just remember that what buyers want is a salesperson who is trained not just to note the obvious but who is interested in building a dependable, professional and personable relationship.