Over the course of my career I have experienced sales training of all stripes and immersed myself in many books and programs designed to help sales professionals close more deals.  I was fortunate to work for two Fortune 500 companies early in my career that provided comprehensive training on basics sales skills and techniques.  My understanding of the field has been further developed throughout the years by books and tapes presented by recognizable sales experts, many of which you have also probably read or heard.

I am a strong believer in training.  Continuing education in any field is important and perhaps more so in sales where, in addition to development of skills, training can rejuvenate and motivate people who experience rejection more often than acceptance in the course of doing their jobs.

However, I also believe that when sales professionals forget about the basic elements of selling and attempt to use gimmicks or closing techniques, they risk losing sight of what actually creates a new customer.  Some may even risk losing their personal credibility and that of the companies they represent.

Four Shades of Red

Before I elaborate on the difference between gimmicks and basic selling elements, I’d like to illustrate my point with a personal anecdote:

Early in my career I had just completed two weeks of intense sales training along with 25 other aspiring district managers at our company’s headquarters in Chicago.  We were instructed in many different closing techniques and communications skills designed to lead prospects to closing opportunities.  During the course we were videotaped and evaluated on a daily basis.

It turned out that I was quite good at learning sales scripts and then performing them on camera.  I was so good at it that upon completion of this particular training course I was identified as a potential future corporate trainer.  Needless-to-say, I was eager to try out my newfound sales skills in the field.

One week after returning to the my district  I was able to gain an audience with a particularly difficult prospect that my company had been attempting close for quite some time.  Armed with my newfound “skills” I was eager to test some of the closing techniques I had learned.

I distinctly remember sitting across a big cherry wood desk from this very sharp business owner and explaining all the key features and benefits of our management services and products.  I concluded my pitch with a classic either/or close where both options advanced my purpose and then, just as my sales trainers had taught, I shut up and waited for my prospect’s response.

The silence was deafening - and long.  Finally, my prospect demonstrated why he was such a difficult person to close by asking me with a bit of sarcasm in his voice, “Does that stuff usually work for you, son?”

No Gimmicks

I learned a valuable lesson that day and I carry it with me to this day:  There is no sales gimmick or closing technique that can replace knowing your product or service, listening to your customers and exercising courteous discourse.  Adhering to this sales philosophy has served me well.  In fact, I find that I don’t usually have to actually ask for business when I approach prospects and customers in this manner – most of my meetings end with my customers asking me when we will commence doing business.

Demonstrating one’s professionalism through product knowledge and an understanding of customers’ needs is far more effective for earning business than proficient implementation of closing techniques that today’s sophisticated buyers will quickly identify, dismiss or even resent.  Manners and courtesy can’t be replaced by impatient gimmicks that are designed to get people to say “yes” before they are ready.

Consequently, my advice to business owners who want to help their sales representatives improve their results is to focus training on product knowledge, listening skills, and professional and courteous communications.  They will enhance the credibility of their sales representatives and their companies.

copyright 2008 © Cedar Marketing Group, Inc.