FYI from MCI™

The Science of salesmanship

Nearly 1 out of every 14 persons employed works in sales, according to business studies. And to some extent, the other 13 are salespeople too, charged with representing their companies, their abilities and themselves in the most advantageous light. Motor coach people may have it easy. Most people in the industry already innately know what many business experts have been recently stressing — that relationship selling is the way to go in the 21st century.

Still, whether you're actually selling a tour, aiming for a transportation contract or simply trying to establish an effective vendor relationship, there can be a lot of rejection. In fact, the average sale is only made after the prospect has said "no" six times.

Sales professionals from a wide variety of fields believe that the following techniques have helped them to get past initial rejection.

Listen
Once you're face to face with a prospect, the key to selling is the ability to listen — not the ability to talk. If you listen intently enough, customers will often tell you how to sell to them.

Be a consultant
The idea is to build a relationship with your customer that will weather the test of time. When a customer is seeking help, offer it. Share successful solutions that you may have experienced with other customers, but be sure to never share trade secrets.

Be a hero
Often the best and most effective sales opportunities come out of problem solving. Be effective and interested in working with customers to help them solve problems.

Earn trust
Never run for cover when problems arise. Put customers' interests first.

Be creative
If you can't get a customer to give you a first or second look, be creative in finding out why. It may turn out to be a minor misunderstanding of what you can offer.

Raise the bar
Advance the relationship you hold with your smaller customers to the same status as that of your larger. Customers, big and small, know when they're valued. Demonstrate your dedication by showing genuine interest in both the success of their business and in their off-hour interests and family.

Many predict that consumers will soon become their own travel agents, drawing upon information found on the web. Group travel, however, will still require interaction and salesmanship. So while it pays to do technology and the Internet well, it's just as important to know who your customers are and hone your interpersonal skills. Your business could be riding on your efforts.

The FYI from MCI editorial staff values your feedback. Please e-mail any suggestions, comments, or ideas for future articles to fyi@mcicoach.com.