Dec.2005 What Makes A Natural Sales Person

One of the most frequent questions I am asked about selling is: What makes a natural salesperson?

Of course the answer is not straightforward, but it is thought provoking.

One of the great things about starting my sales career with NCR was their passion for professional development. Even in the seventies, everyone from support staff upwards had to take 3 weeks of training, with a least one third of it not vocationally focused. Thus it was, one dark December morning in 1979 that I, a salesman, found myself in the training room about to start a course on Systems Analysis. Looking back, the course has served me very well, although at the time I didn’t see its value. Anyhow, one of the sessions was all about identifying organisational process. I can remember a lively debate where the trainer was explaining how to map the flow of information in an organisation. His number one tip was “…always ask them about the ‘yellow’ form". If you look hard enough in any organisation, there is nearly always a ‘yellow form’ (or a blue or a pink!) It is a form or process that is a key step in the organisational system and it has some interesting properties:

• Everyone knows that it was introduced for a good reason; and
• No one can really explain what function it performs; and
• No one knows why copies go to all the people that copies go to; and
• Although its absence is sufficient to disrupt the efficient running of the organisation it seems neither to contribute to or safeguard anything; and
• Finally and most importantly it hasn't been printed on yellow paper for years!

In Systems Analysis the objective is to identify these “yellow form” processes and streamline them if not obviate them altogether.

I was reminded of the yellow forms last week after I left an early morning meeting in the centre of London. Because of on-going problems with the tubes, it made sense for me to walk up London’s premier shopping street, Regent Street. As it happened, I needed a new battery for my watch. Strange as it may seem Regent Street doesn't open for business until 10 am, something I didn't know until that moment. As I passed one jeweller, the door was open, a cleaner was busy vacuuming the porch and the staff were gathered around a counter laughing and joking and generally getting ready for the rigours of the day. Thinking that they were the exception to the 10.00 opening rule I wandered in, only to have one of the “salesmen” break off from his animated conversation and say abruptly. “We’re closed. Come back in 25 minutes.” He went back to his conversation.

Now, I am not an expert in retail sales, and it may be that there were insurance considerations, although as the doors were wide open and the shop was fully staffed I would be surprised. I think that it is more likely that there is a ‘yellow form’ somewhere that says “We open at 10.00” and although originally well intentioned (possibly to prevent lateness? Obviously now not a problem) the actual effect is to drive unhelpful behaviours. I didn’t go back 25 minutes later; they lost a sale and more importantly my goodwill.

I think that a “natural” salesman would have broken off his conversation, explained politely that they weren’t yet open but ask if there was anything special that I was looking for. Of course my order for a new battery would hardly be the highlight of his selling year, but I was (I hope) well dressed, probably reasonably well off - and it was just a few weeks to go until Christmas; so perhaps I was in the market for a Rolex for my wife, all he needed to do was ask the question.

I was careful to use the word “natural”. Natural doesn’t mean born, it means, in this context at least, someone who understands the importance of and is comfortable in, the process of selling. In my view this is something that we can all learn.

We are all frightfully busy coming up to Christmas but inevitably it is going to slow down just before or immediately afterwards. So why not take some time over the Christmas break to review your sales systems, processes, skills and procedures. Use the Sales MOT available from our web site as a benchmark to see what elements of your sales process need to be enhanced and honed in 2006. Chuck out anything you don’t need and streamline anything that you do. Review your comfort level with the sales process and resolve, if necessary to understand and get comfortable with the process of selling in 2006.