Salesmanship

What is salesmanship? In many cases it is a lost skill! For all of us who are in sales, it is a skill we need to cultivate and improve over the life of our careers.

My definition of salesmanship is this: "salesmanship is the ability to recognize a customer's needs and recommend a product or products which meet those needs and then motivate the customer to purchase through the demonstration of features and benefits."

I insist that salesmanship is a skill that can be taught and learned--although some will practice it so well that it looks like art. Anyone can learn the basic principles and be reasonably successful at it given the desire to do so, although--like anything--some will be better at it then others.

Salesmanship is not talking someone into buying something they don't want or need. That ranges anywhere from manipulation to fraud and those who do that inevitably fail. The Bible says "as a man soweth, so shall he reap" or as my hairstylist said, "karma is a bitch."

Salesmanship results in happy, repeat customers who refer others. It builds the reputation of the individual and the business.

So how is it learned? My opinion, after 20 years of learning, is the best way of training in salesmanship involves the study of product and technical knowledge and people skills. These should all be polished with realistic, one-on-one role play with a more experienced salesperson. Role play will help you get better, trust me. Pro sports teams spend lots of time practicing for the real game, you should too!

Two very good books that will help you grow are Selling Retail by John F. Lawhorn and How to Win Friends and Influence People by Dale Carnegie. (Please note I only recommend products I have used and I don't make any money from the sale of those products!)

What is the real key to salesmanship? Listening. I know you've heard that before. But if you slow down and really listen and take a minute to digest what the customer is saying and if you really want to help them solve their problem, then you can make a sale and you will gain a customer as you do it. Good selling!