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Inspiration

The person behind the role

t's deflating to arrive for a presentation only to learn "Therefore, your first hurdle as a professional salesperson
the person meeting with you has no power to deter- is to set your prospects at ease," Green added. "If they are
mine whether you'll win the account. So it's impera- to become buyers, they must know that they are putting
I tive for MLSs to remember they must target decision their money and faith in a worthy company and that the
makers early in the sales process. That's straightforward; a relationship will get even better over time."
little research can get you there. However, it's also essen-
tial to remember that these business people, as well as the You won't reach that point by faking it, pretending to listen
people working with them in various capacities, are far when you're just thinking of the next thing you'll say or
more than the roles they play. pretending to care about the merchant's needs when you
don't have a clue what they are. As Green noted, you must
"Decision makers have the interests of their business at "offer advice that is good for this person, not just for your
heart, but that doesn't mean they're not human," Paul H. commission. … Treating your prospects as people will
Green wrote in Good Selling! SM: The Basics. "Treat them as result in successful closes, quality accounts and increased
individuals and you'll get further in your efforts." referrals."

That means it's best to refrain from drawing conclusions To be effective, a degree of spontaneity is necessary, too.
about prospective customers based on what their functions While it's best to stay focused, you can't be stiff and stick
are. "Think about it," Green advised. "You're a salesperson. only to your script. This requires being relatively relaxed in
How does it feel to know that the person you are talking an inherently high-pressure situation. Prepare more than
to is silently thinking, 'Salespeople are pushy. They look you think you need to. Then when you're in the spotlight,
out for number one. They'll do anything for a sale – maybe remember you're talking to a person who ‒ just like you ‒
ethical, maybe not'?" has joys, sorrows, hopes and dreams, and just do your best.

You know that doesn't feel good. Have you considered you
might be doing the same kind of thing to your potential
customers? "Are they all 'rude,' 'ignorant,' and 'self-
absorbed'?" Green wrote. "Give your prospective customers
the respect of recognizing that they are more than a list of
adjectives commonly attached to certain titles. Approach Kate Gillespie, President and CEO
your prospect as a person,
not just as the 'sales manager,'
'owner' or 'accountant.'

Be real, win their trust
Keeping this in mind will go a
long way toward getting over
a major hurdle: gaining the
merchant's trust. "It's important
to recognize that people don't
really care what you have to say
until they feel they can trust
your motivation and judgment,"
Green wrote. This is in sync with
a basic business principle we all
know: people are most inclined
to do business with people they
know, like and trust.

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