Selling is a Marathon

Whether you’re offering widgets, cosmetics, legal services, countertop resurfacing, apartments to potential tenants, or anything else you could think of, no one can really teach you how to be a great salesperson. But, I’ve been in sales for a long time and I’ve learned some interesting insights over my career. Some took me a while to figure out, while others came very quickly and easily.

One of those things is that selling any product or service is a marathon, not a sprint. It’s a process. Sometimes the process is short – you’ve got a great offer/product/service and you are talking to the perfect customer who is ready to buy. Other times it’s like trudging uphill against the wind.

Here are some tips to make your sales cycle more manageable, no matter how long and complicated they can get.

Listen. If you are all about building a relationship, then listening to the other person’s needs becomes second nature. But don’t get personal too quick; it can make you come off as insincere. Instead, pay attention, makes notes on preferences (e.g. calling time and method – email vs. phone), and watch body language. Selling is as much about people skills as it is sales skills.

Give to get. Sales is all about finding a win-win situation for you and the customer. If you give a little – advice, a referral from your own network, a small product or service that costs you little or nothing – you’ll get a little. For example, after telling the prospect about your product or service, you might ask them to tell you about their product or company so you can determine if there’s a fit. Don’t go full bore into the sales pitch then wonder why they say “not interested.” You asked them for nothing, and possibly missed an opportunity to offer a solution to a problem.

Nobody cares how smart you are. Often, we want to regale a customer about the features and benefits of our product or service. But that can mean we come across as know-it-alls full of hot air. The truth? The customer doesn’t give a rat’s rear end about how smart you are. They just want to know that you can fix their problem.

Know your stuff, but don’t sound canned. A robotic recitation of the facts and figures of your product or service is just boring. And being obviously led down the sales pitch path is equally annoying. Leave room for back and forth in your conversation with the potential customer and adjust as needed. Trust your instincts rather than memorizing a pitch.

Identify the right person, but be open to anyone. Remember that you should always been looking for opportunities. You don’t know who the person you are talking to knows. Expand your network, even if the person you met at lunch yesterday isn’t your perfect customer. Perhaps their boss, sibling, or their hair stylist is.

Know who you are talking to. When you first meet someone, get to know who they are, what their role is, what motivates them, and what their network is like. It makes it easier to come up with a strategy that makes sense. Also, don’t forget to adjust your plan based on your experience. Taking time to build a solid foundation means you’ll be the one who gets the sale in the end.

Keep at it. Remember how I said it’s a marathon, not a sprint? You’re going to hear “no.” Just because the sale didn’t come now, doesn’t mean it won’t come later. Keep on keepin’ on, always taking feedback into consideration. Ask yourself why you’re hearing “no.” Is it your pitch? Are you listening? Is this not the right prospect? Is your product/service one with a very long sales cycle? Keep track of your hits and misses so you can analyze, adjust and improve.

No matter how long you’ve been at it and no matter what you’re selling, you’re going to make mistakes. Improving over time is the key. Many people think I’m a natural-born salesperson, but I’ve had many years of experience and made countless mistakes along the way. Lace up your sneakers and keep moving forward. Just sayin’.

Published: Apartment News Magazine – May/June issue 2014