American Express

The sales person should be able to converse with clients or customers on all aspects of the business climate and marketing trends. This information is of course gleaned from the world’s press and media.

• Industry knowledge

To be effective, sellers must be familiar with their industry and with their competitors’ products, prices and positioning. They should be aware of people and personalities within their industry and trade bodies. They must be aware of their competitors’ main selling points and new product releases. This information is readily available in the trade press.

• Company knowledge

Sales people should be aware of company policy and people.They should be informed about their company’s marketing and advertising and should know the right departments and people to go to for advice and support.

• Product knowledge

Now this is really crucial in today’s marketplace. Sales people must be able to give excellent and accurate information on their product portfolio. They must be credible, and their job is to impart to prospective customers answers to questions and concerns.

• Sales skills

It is essential to have the sales skills of this millennium and not the last. These will need continuing refreshment.

• Attitude

This is of course the ultimate characteristic that distinguishes the superstars from the also-rans. A positive and enthusiastic attitude will become the major ingredient not only in developing relationships but also in winning a great deal of new business and earning your clients’ trust, which will lead to recommendations and referrals. A positive attitude is the single most desired attribute of a successful sales person. So, once again, can you sell? Yes, of course you can if you really want to and are willing to spend a little time developing the skills.