{"id":28,"date":"2015-07-29T16:21:27","date_gmt":"2015-07-29T16:21:27","guid":{"rendered":"https:\/\/courses.candelalearning.com\/salesx17xmaster\/?post_type=chapter&#038;p=28"},"modified":"2015-07-29T16:55:22","modified_gmt":"2015-07-29T16:55:22","slug":"2-1-what-does-it-take-to-be-in-sales","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/chapter\/2-1-what-does-it-take-to-be-in-sales\/","title":{"raw":"What Does It Take to Be in Sales?","rendered":"What Does It Take to Be in Sales?"},"content":{"raw":"<div class=\"im_section\">\r\n<div class=\"bcc-box bcc-highlight\">\r\n<h3>LEARNING OBJECTIVES<\/h3>\r\nBy the end of this section, you will be able to:\r\n<ul>\r\n\t<li>Discuss the characteristics required to be successful in a career in sales.<\/li>\r\n\t<li>Understand what you can expect from a career in sales.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<p class=\"im_title im_editable im_block\">When Steve Jobs, the CEO of Apple, delivered the commencement address at Stanford University in 2005, he told the story of how he and Steve Wozniak started the now $32 billion company in a garage in 1976. Jobs said, \u201cI was lucky\u2014I found out what I wanted to do early in life.\u201d<span id=\"fwk-125752-fn02_001\" class=\"im_footnote\">[footnote]Steve Jobs, \u201cYou\u2019ve Got to Find What You Love,\u201d commencement address at Stanford University, Palo Alto, CA, June 12, 2005, in <em class=\"im_emphasis\">Stanford Report<\/em>, June 14, 2005, <a class=\"im_link\" href=\"http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html\" target=\"_blank\">http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html<\/a> (accessed June 16, 2009).[\/footnote]<\/span> But life at Apple wasn\u2019t always so perfect. When he was thirty, just one year after the launch of the Macintosh, he was fired from the company he founded. Although he was publicly humiliated and frustrated and didn\u2019t know what to do next, he realized that he indeed loved what he did. From there he went on to start Pixar, the company that created <em class=\"im_emphasis\">Toy Story<\/em>, the world\u2019s first full-length computer-animated feature film.<\/p>\r\nHe left the Stanford graduates with some personal words of wisdom to think about as they prepared themselves for their careers: \u201cYour work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven\u2019t found it yet, keep looking. Don\u2019t settle. As with all matters of the heart, you\u2019ll know when you find it.\u201d<span id=\"fwk-125752-fn02_002\" class=\"im_footnote\">[footnote]Steve Jobs, \u201cYou\u2019ve Got to Find What You Love,\u201d commencement address at Stanford University, Palo Alto, CA, June 12, 2005, in <em class=\"im_emphasis\">Stanford Report<\/em>, June 14, 2005, <a class=\"im_link\" href=\"http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html\" target=\"_blank\">http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html<\/a> (accessed June 16, 2009).[\/footnote]<\/span>\r\n\r\nTo be successful in sales, and in life, you must love what you do. If you aren\u2019t passionate about your profession, you will never be the best. You will always fall short because the people who love it will naturally excel. It seems simple enough: do what you love. But what if you love many things or don\u2019t know if you\u2019ve found your niche? Don\u2019t worry\u2014there are questions you can ask yourself to help you determine whether a career in sales will excite you and make you want to leap out of bed every morning.\r\n<div id=\"fwk-125752-ch02_s01_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Are You Born to Sell?<\/h2>\r\nHow do you know if sales is your passion, the career of your dreams? The first step is taking this course. You\u2019ll have an opportunity to learn about sales and actually put your knowledge to work in real-life situations by role-playing with your classmates. After reading this chapter, you will better understand the profession of selling and what it has to offer. This chapter includes insights about which personal characteristics and talents are best suited to sales, which industries you might work in, and how you can be successful in the profession.\r\n\r\nJust like being a teacher requires traits such as a love of learning, an ability to communicate, and the talent to make concepts come alive for people, selling calls for certain personal characteristics as well. Some people think that successful salespeople are those who have the \u201cgift of gab,\u201d but that\u2019s not really what makes salespeople effective. Although communication and relationship building are valuable skills, just being able to talk to people is not enough to be successful in sales. Consider the following points that make a salesperson successful and see if these are a good match to you and your skills.\r\n<div id=\"fwk-125752-ch02_s01_s01_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Character and the Ability to Build Trust<\/h2>\r\nIt never goes without saying that character\u2014the combination of your beliefs, tendencies, and actions that you take\u2014is the single defining trait for a salesperson (or any business person, for that matter).<span id=\"fwk-125752-fn02_003\" class=\"im_footnote\">[footnote]Dave Kahle, \u201cThe Four Characteristics of Successful Salespeople,\u201d <em class=\"im_emphasis\">Industrial Distribution<\/em> 97, no. 4 (April 2008): 54.[\/footnote]<\/span> Your character defines how you will conduct yourself, and it is the yardstick by which customers measure you. After all, your customers are spending their money based on what you say you will deliver; they have to trust you. If you ever break the trust for any reason, you will likely lose not only the sale, but you will most likely lose your reputation, and, ultimately, your livelihood. According to a survey by Forrester Research, trust and believability are so important in the buying and selling processes that 71 percent of buyers based their decisions on these traits.<span id=\"fwk-125752-fn02_004\" class=\"im_footnote\">[footnote]Robert W. Bly, \u201cEveryone Loves a Story,\u201d <em class=\"im_emphasis\">Target Marketing<\/em> 32, no. 6 (June 2009): 23.[\/footnote]<\/span> See why Jake Nickell, founder, and Jeffrey Kalmikoff, chief creative officer, of Threadless.com think that being trusted by the customer makes a great salesperson.\r\n<div id=\"fwk-125752-ch02_s01_s01_s01_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Link<\/h3>\r\nThe Founders of Threadless.com on the Importance of Trust in Selling\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#4\" target=\"_blank\">http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#4<\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">The Ability to Connect<\/h2>\r\nThe most successful salespeople know how to engage their customers in a way that helps the customers identify for themselves the way the product or service offered can deliver value. The Xerox Company, after conducting a survey to identify the characteristics of their peak-performing salespeople, says it best: \u201cYour prospect will never buy because you present a pitch. She instead buys from what she convinces herself of. This means that if you are selling a watch, telling your prospect you will cure his ignorance of time will not be enough. Your prospect will literally talk to himself to discover that this watch will indeed keep him from running late. He will not listen to you; he will only listen to himself.\u201d<span id=\"fwk-125752-fn02_005\" class=\"im_footnote\">[footnote]Kerry Johnson, \u201cFive Characteristics of Peak Sales Performers,\u201d Event Solution International, <a class=\"im_link\" href=\"http:\/\/www.eventsolution.com\/education\/businessarticles.html\" target=\"_blank\">http:\/\/www.eventsolution.com\/education\/businessarticles.html<\/a> (accessed June 16, 2009).[\/footnote]<\/span>\r\n\r\nA good salesperson will use his personal skills to connect with a customer, so that their conversation prompts and echoes the customer\u2019s own internal thought process. It is ultimately this ability to connect that allows the salesperson to build relationships and trust. This video highlights how a motorcycle trip, passion, and connecting led to a sale with Harley-Davidson.\r\n<div id=\"fwk-125752-ch02_s01_s01_s02_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Video Clip<\/h3>\r\nInterview with Jim Cathcart, President, Cathcart Institute\r\n\r\nLearn how a motorcycle trip led to a sale.\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/video\/?date=8\/12\/2009\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/video\/?date=8\/12\/2009<\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s03\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Listening Skills<\/h2>\r\nContrary to popular belief, speaking is not the most important aspect of selling\u2014listening is, because \u201csalespeople are communicators, not manipulators.\u201d<span id=\"fwk-125752-fn02_006\" class=\"im_footnote\">[footnote]Monroe Porter, \u201cSix Common Characteristics of Successful Salespeople,\u201d <em class=\"im_emphasis\">Pro<\/em> 20, no. 6 (May 2008): 33.[\/footnote]<\/span> It\u2019s interesting to note that many of the salespeople who are constantly talking are actually not successful. It is those salespeople who have a genuine interest in listening who learn precisely what the customers\u2019 needs, priorities, and opportunities are. Listening skills are the fundamental basis for forming a connection. \u201cListening builds relationships,\u201d according to Marjorie Brody, author of <em class=\"im_emphasis\">Help! Was That a Career-Limiting Move?<\/em> She suggests a \u201csilent solution\u201d to many problems in the form of listening.<span id=\"fwk-125752-fn02_007\" class=\"im_footnote\">[footnote]Pamela J. Holland and Marjorie Brody, <em class=\"im_emphasis\">Help! Was That a Career-Limiting Move?<\/em> (Jenkintown, PA: Career Skills Press, 2005).[\/footnote]<\/span> The challenge for many people is that listening with undivided attention is hard to do. According to Barry J. Elms, CEO of Strategic Negotiations International, psychologists say that we listen using only 25 percent of our brain.<span id=\"fwk-125752-fn02_008\" class=\"im_footnote\">[footnote]Steve Atlas, \u201cListening for Buying Signals: Missing Your Prospects\u2019 Buying Signals,\u201d <em class=\"im_emphasis\">Selling Power<\/em> 20, no. 2, <a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/article.php?a=5350\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/article.php?a=5350<\/a> (accessed March 16, 2010).[\/footnote]<\/span> That means that the other 75 percent is thinking about a response or thinking about something else. Salespeople who take notes, refer to written material, and are intently aware of their nonverbal cues can be extremely successful because they see and hear things that people who are talking just can\u2019t absorb.<span id=\"fwk-125752-fn02_009\" class=\"im_footnote\">[footnote]Steve Atlas, \u201cListening for Buying Signals: Missing Your Prospects\u2019 Buying Signals,\u201d <em class=\"im_emphasis\">Selling Power<\/em>20, no. 2, <a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/article.php?a=5350\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/article.php?a=5350<\/a> (accessed March 16, 2010).[\/footnote]<\/span> See why Andy Taylor, CEO of Enterprise Rent-A-Car, thinks great listening skills make a great salesperson.\r\n<div id=\"fwk-125752-ch02_s01_s01_s03_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Link<\/h3>\r\nAndy Taylor, CEO of Enterprise Rent-A-Car, on Listening Skills\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#1\" target=\"_blank\">http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#1<\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s04\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">The Ability to Ask the Right Questions<\/h2>\r\nIt was Einstein who said, \u201cIf I had an hour to solve a problem and my life depended on it, I would use the first fifty-five minutes to formulate the right question because as soon as I had identified the right question, I knew I could solve the problem in less than five minutes.\u201d<span id=\"fwk-125752-fn02_010\" class=\"im_footnote\">[footnote]Kim Michael, \u201cThe Most Powerful Tool in the Sales Arsenal\u2014Part 1,\u201d <em class=\"im_emphasis\">American Salesman<\/em> 54, no. 6 (June 2009): 3.[\/footnote]<\/span> This demonstrates the power of asking the <em class=\"im_emphasis\">right<\/em> questions. Those questions can only be asked when you listen and have the ability to connect. Paul Blake, whom you met at the beginning of this chapter, believes that asking the right questions is vital to the success of his sales force. That\u2019s why he leads by example and always asks one key question when he is interviewing candidates for sales positions: \u201cDo you believe you have the right to change someone\u2019s opinion?\u201d That single question tells him all he needs to know about the candidate and how she would perform on his sales team.<span id=\"fwk-125752-fn02_011\" class=\"im_footnote\">[footnote]Paul Blake, interview with the author, Greater Media Philadelphia, Philadelphia, PA, December 11, 2009.[\/footnote]<\/span>\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s05\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">The Willingness to Learn<\/h2>\r\nYou might think that just because you are in school, you are learning everything you need to know for your career. Although you are building a strong foundation, you will continue to learn new things every day when you are working. Salespeople must not only have product knowledge and understand the buying and selling process; they must also learn skills that will make them more effective and efficient as salespeople. For example, in one study on salespeople, executives mentioned that salespeople must be willing to learn more than what appears to be required. Financial skills, negotiating skills, and even speed-reading courses were mentioned as additional training needs.<span id=\"fwk-125752-fn02_012\" class=\"im_footnote\">[footnote]John F. Tanner, Jr., Christophe Fournier, Jorge A. Wise, Sandrine Hollet, and Juliet Poujol, \u201cExecutives\u2019 Perspectives of the Changing Role of the Sales Profession: View from France, the United States, and Mexico,\u201d <em class=\"im_emphasis\">Journal of Business and Industrial Marketing<\/em> 23, no. 3 (2008): 193.[\/footnote]<\/span> It\u2019s important to note that besides constantly learning new skills, salespeople have to be students of the business. Skills and abilities are developed and fine-tuned over time, and experience plays a role in the learning process. So it stands to reason that salespeople are not \u201cmade\u201d simply because they have the title. Just as it takes seven years to become a doctor, three years to become a lawyer, and a thousand hours to become a barber, a great salesperson develops over time.<span id=\"fwk-125752-fn02_013\" class=\"im_footnote\">[footnote]Margaret Norton, \u201cIs the Successful Salesperson Made or Born?\u201d EzineArticles, <a class=\"im_link\" href=\"http:\/\/ezinearticles.com\/?Is-the-Successful-Sales-Person-Made-Or-Born?&amp;#38;id=1020044\" target=\"_blank\">http:\/\/ezinearticles.com\/?Is-the-Successful-Sales-Person-Made-Or-Born?&amp;#38;id=1020044<\/a> (accessed June 16, 2009).[\/footnote]<\/span> If you\u2019re thinking about pursuing a career in sales, keep in mind that like other professions it takes time, training, and experience to be successful.\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s06\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">The Drive to Succeed<\/h2>\r\nYou can\u2019t be successful if you don\u2019t set goals. Great salespeople set goals for themselves, achieve them, and celebrate those achievements. They visualize what they want, then put together a plan to get it.<span id=\"fwk-125752-fn02_014\" class=\"im_footnote\">[footnote]Kelley Robertson, \u201c10 Characteristics of Successful Salespeople,\u201d Business Know-How, <a class=\"im_link\" href=\"http:\/\/www.businessknowhow.com\/marketing\/successful-salesperson.htm\" target=\"_blank\">http:\/\/www.businessknowhow.com\/marketing\/successful-salesperson.htm<\/a> (accessed June 16, 2009).[\/footnote]<\/span> The drive to succeed is important not only in sales, but also in life. Consider Olympic swimmer Michael Phelps. He set out to do something that no one else had ever done: win eight Olympic gold medals. It\u2019s instructive to look at his drive to succeed and what he did to prepare for and achieve his goals. While Phelps has had some recent public relations (PR) challenges about his behavior out of the pool, it doesn\u2019t diminish his hard work, drive to succeed, and accomplishments.\r\n<div id=\"fwk-125752-ch02_s01_s01_s06_n01\" class=\"im_callout im_editable im_block\">\r\n<h3 class=\"im_title\">Which Generation Is Best at Selling?<\/h3>\r\nThere are now three generations in the work force: baby boomers (born 1946\u20131964); Gen X (1965\u20131980); and Gen Y, also known as millennials (born after 1980). According to a recent survey by the consulting firm Generational DNA, 42 percent of Gen X sales reps exceeded their sales goals while 37 percent of Gen Y and only 32 percent of baby boomers exceeded their goals. But everything is relative as the survey also revealed that boomers are more likely to have more ambitious goals, which is a reflection of their experience level.<span id=\"fwk-125752-fn02_015\" class=\"im_footnote\">[footnote]Geoffrey James, \u201cWhich Generation Is Best at Selling?\u201d BNET, July 29, 2009, <a class=\"im_link\" href=\"http:\/\/blogs.bnet.com\/salesmachine\/?p=4424&amp;page=2\" target=\"_blank\">http:\/\/blogs.bnet.com\/salesmachine\/?p=4424&amp;page=2<\/a> (accessed July 27, 2009).[\/footnote]<\/span>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s07\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Resilience and a Positive Attitude<\/h2>\r\nIt\u2019s important to remember that you will hear \u201cno\u201d more frequently than you hear \u201cYes, I\u2019ll take it.\u201d That challenge, however, is offset by the thrill of victory when the sale is made and a relationship with the customer based on trust is built. You can only succeed when you go the extra mile, by investigating one more lead, going back for the second sales call even when the first hasn\u2019t been successful, and trial closing even if you are not sure you can really get the sale.<span id=\"fwk-125752-fn02_016\" class=\"im_footnote\">[footnote]Dave Kahle, \u201cThe Four Characteristics of Successful Salespeople,\u201d <em class=\"im_emphasis\">Industrial Distribution<\/em> 97, no. 4 (April 2008): 54.[\/footnote]<\/span> It\u2019s the eternal optimism that pushes you, even when others might think there is no reason to pursue the sale. If you think you can make it happen, you should definitely be in sales.\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s08\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">The Willingness to Take Risks<\/h2>\r\nHas anyone ever told you, \u201cYou won\u2019t know until you try\u201d? That statement is especially true in sales. You can set yourself apart by taking smart business risks. Think about how you consider taking risks in everyday life and how they pay off. For example, let\u2019s say you are from a small town and you chose to go to a college in a big city because you wanted to experience something new. That was a risk; it took you outside your comfort zone. But if you hadn\u2019t taken the risk, you would have never known what life in a big city was like. Great salespeople go beyond the norm to explore and test the waters. For example, making phone calls to senior executives that you have never met, networking with people you don\u2019t know, or making a presentation to a room full of customers all involve some level of risk. But getting out of your comfort zone and taking risks is how great opportunities are found.<span id=\"fwk-125752-fn02_017\" class=\"im_footnote\">[footnote]Dave Kahle, \u201cCharacteristics of a Successful Professional\u2014A Propensity to Take Risks,\u201d <em class=\"im_emphasis\">Agency Sales<\/em> 36, no. 6 (June 2006): 40.[\/footnote]<\/span>\r\n\r\nTaking risks in life and in selling is best summed up by Lisa McCullough, a high-profile stuntwoman: \u201cDon\u2019t focus on your fears, focus on what you want.\u201d<span id=\"fwk-125752-fn02_018\" class=\"im_footnote\">[footnote]Lisa McCullough, \u201cLessons from a Stunt Woman,\u201d video, <em class=\"im_emphasis\">Selling Power<\/em>, <a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007<\/a> (accessed March 16, 2010).[\/footnote]<\/span>\r\n<div id=\"fwk-125752-ch02_s01_s01_s08_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Video Clip<\/h3>\r\nTaking Risks\r\n\r\nLisa McCullough shares her thoughts on taking risks in this video.\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007<\/a>\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s08_n02\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">The Secret to Success: Failure<\/h3>\r\n\u201cNo risk, no reward\u201d is a familiar saying. But best-selling author Jeffrey Gitomer says, \u201cNo risk, no nothing.\u201d He believes the only way to succeed is to take risks and sometimes fail. It\u2019s the failures that can lead to success.<span id=\"fwk-125752-fn02_019\" class=\"im_footnote\">[footnote]Jeffrey Gitomer, \u201cNo Risk No Reward,\u201d video, May 17, 2008, <a class=\"im_link\" href=\"http:\/\/www.youtube.com\/watch?v=UBHBk-A4a5M\" target=\"_blank\">http:\/\/www.youtube.com\/watch?v=UBHBk-A4a5M<\/a> (accessed August 28, 2009).[\/footnote]<\/span> He talks about the importance of taking risks and failing in this video.\r\n\r\nWhy Taking Risks Is Important to Success\r\n\r\nhttps:\/\/youtu.be\/UBHBk-A4a5M\r\nFind out why salespeople need to take risks.\r\n\r\nSource: Buy Gitomer, Inc.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s09\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">The Ability to Ask for an Order<\/h2>\r\nIt may sound intuitive that successful salespeople shouldn\u2019t be afraid to ask for a customer\u2019s order, but you would be surprised at how often it happens. Most customers <em class=\"im_emphasis\">want<\/em> you to ask for their order. \u201cWould you like fries with your hamburger?\u201d \u201cWhat can I get you for dessert?\u201d and \u201cWould you like to pay with credit or debit?\u201d are all examples of salespeople asking for the order.\r\n\r\nA large percentage of the time these salespeople are successful and meet their customers\u2019 needs at the same time. You reduce your chances of being successful if you don\u2019t ask for the order.<span id=\"fwk-125752-fn02_020\" class=\"im_footnote\">[footnote]Monroe Porter, \u201cSix Common Characteristics of Successful Salespeople,\u201d <em class=\"im_emphasis\">Pro<\/em> 20, no. 6 (May 2008): 33.[\/footnote]<\/span> In other words, if <em class=\"im_emphasis\">you<\/em> don\u2019t ask for the order, someone else <em class=\"im_emphasis\">will<\/em>. See why Fred Franzia, founder of Bronco Wine Company and creator of \u201cTwo Buck Chuck\u201d wine, thinks that asking for the order makes a great salesperson.\r\n<div id=\"fwk-125752-ch02_s01_s01_s09_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Link<\/h3>\r\nFred Franzia, Founder of Bronco Wine Company, on Asking for the Order\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#5\" target=\"_blank\">http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#5<\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s10\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Independence and Discipline<\/h2>\r\nMost sales positions require independence, self-motivation, and discipline. Although these traits may seem contradictory, they are actually complementary. Independence is especially important if you are calling on customers in person. It usually requires travel, either locally by car or by plane, which means that you have to be able to manage your time without being told what to do. In fact, it means that you set your schedule and do what you need to do to meet your sales goals. But having this kind of independence requires discipline. As Michael Janusz, an account manager at ACL Laboratories put it, \u201cI went into sales because of the dynamic environment, competitive aspect, and income potential. I do think there is a shortage of good salespeople. I think this is because it takes a unique blend of skills and a disciplined person. There are many people who can talk well, manage a territory well, or work hard. However, not many can put it all together.\u201d<span id=\"fwk-125752-fn02_021\" class=\"im_footnote\">[footnote]\u201cWhat Do Salespeople Want?\u201d <em class=\"im_emphasis\">BizTimes<\/em>, March 30, 2007, <a class=\"im_link\" href=\"http:\/\/www.biztimes.com\/news\/2007\/3\/30\/what-do-salespeople-want\" target=\"_blank\">http:\/\/www.biztimes.com\/news\/2007\/3\/30\/what-do-salespeople-want<\/a> (accessed June 19, 2009).[\/footnote]<\/span> Besides having an independent streak, salespeople must be focused and hardworking in the long term, or they will not enjoy consistent success over time.\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s11\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Flexibility<\/h2>\r\nAlong with the need for independence comes the importance of flexibility. Just as you are able to set your own schedule, you have to be flexible based on your customers\u2019 needs. Most sales positions are not nine-to-five jobs. That means you might be working nights or weekends, or you might be traveling out of town during the week or even long periods of time, especially if you are selling internationally. You have to be available when your customers want to buy. Before you cringe at the prospect of grueling hours and long flights, remember that this kind of schedule may also work to your advantage. You may have some weekdays off, which allow you to enjoy family, sports, or other outings that you might not otherwise have an opportunity to enjoy.\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s12\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Passion<\/h2>\r\nIf you\u2019re not passionate about what you\u2019re selling, how do you expect your customers to believe in you and your product? You have to love what you do, believe in it, and feel passionately about it. Passion encompasses all the traits mentioned above; it\u2019s how they all come together. Passion is the element that sets you apart from other salespeople and makes your prospects and customers believe in you and your product or service. See why Selena Cuff, head of Heritage Link Brands, thinks passion is what makes a great salesperson.\r\n<div id=\"fwk-125752-ch02_s01_s01_s12_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Link<\/h3>\r\nSelena Cuff, Heritage Link Brands on Passion\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#0\" target=\"_blank\">http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#0<\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s13\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Bringing It All Together<\/h2>\r\nIf this seems like a lot of traits, think about the list of traits that might be required to be a doctor, lawyer, or college professor. Every profession requires a lot of those who pursue it. To make it easier, you may want to think about how these traits come together. Mahan Khalsa, founder of FranklinCovey Sales Performance Group and author of <em class=\"im_emphasis\">Let\u2019s Get Real or Let\u2019s Not Play: The Demise of Dysfunctional Selling and the Advent of Helping Clients Succeed<\/em>, sums up the traits of a successful salesperson this way: \u201cThere are three traits that define a successful salesperson: business intelligence (IQ or intelligence quotient), the ability to create rapport and build trust (EQ or emotional intelligence), and a good way to approach and to follow up sales (XQ or executional intelligence; the ability to execute the sale).\u201d<span id=\"fwk-125752-fn02_022\" class=\"im_footnote\">[footnote]Mike McCue, \u201cLessons from the Master,\u201d <em class=\"im_emphasis\">Sales and Marketing Management<\/em>, March 1, 2008, 22\u201324.[\/footnote]<\/span>\r\n\r\nWant to know what employers look for when hiring a salesperson? This video features Mary Delany, chief sales officer at CareerBuilder.com, discussing what she looks for in candidates for sales positions.\r\n<div id=\"fwk-125752-ch02_s01_s01_s13_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Video Clip<\/h3>\r\nInterview with Mary Delany, Chief Sales Officer at CareerBuilder.com\r\n\r\nLearn about the characteristics of a great salesperson.\r\n\r\n<a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/video\/?date=1\/5\/2007\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/video\/?date=1\/5\/2007<\/a>\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s01_s13_n02\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Power Player: Lessons in Selling from Successful Salespeople<\/h3>\r\nIt\u2019s All about <em class=\"im_emphasis\">Their<\/em> Stuff\r\n\r\nMark Bozzini, CEO of Infinite Spirits, learned a powerful selling lesson early in his career. His job was to sell more bottles of wine than were sold the previous year, which seemed easy enough. But when he called on a wine and spirits retailer, the storeowner told him that his products didn\u2019t sell and he would rather not have them on his shelves. So much for selling more bottles of wine. An average salesperson might become pushy, or even leave and seek a sale elsewhere. But Bozzini, an intuitive and passionate salesman, was determined to make the sale. He spent an hour rearranging the store display and asked the storeowner to give it a chance to see if the product sold better. The new display worked, and the storeowner became one of Bozzini\u2019s best customers. The moral of the story: always remember that \u201cthe customer doesn\u2019t care about your stuff. They care about <em class=\"im_emphasis\">their<\/em> stuff.\u201d<span id=\"fwk-125752-fn02_023\" class=\"im_footnote\">[footnote]Anna Muoio, \u201cSales School,\u201d <em class=\"im_emphasis\">Fast Company<\/em>, December 18, 2007, <a class=\"im_link\" href=\"http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C2\" target=\"_blank\">http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C2<\/a> (accessed June 23, 2009).[\/footnote]<\/span>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Creating Value Is the Name of the Game<\/h2>\r\nThe role of a salesperson can be summed up in one sentence: \u201cSalespeople are value creators.\u201d<span id=\"fwk-125752-fn02_024\" class=\"im_footnote\">[footnote]John F. Tanner, Jr., Christophe Fournier, Jorge A. Wise, Sandrine Hollet, and Juliet Poujol, \u201cExecutives\u2019 Perspectives of the Changing Role of the Sales Profession: View from France, the United States, and Mexico,\u201d <em class=\"im_emphasis\">Journal of Business and Industrial Marketing<\/em> 23, no. 3 (2008): 193.[\/footnote]<\/span> To further describe what this means, think about a recent visit to the Apple Store. If you go to the store at virtually any hour, it is filled with customers. The salespeople are not just those that are pushing a product, hoping that you buy so that they make their sales quota. They are experts who know everything about the products in the store whether they be MacBooks, iPods, or iPhones. The salespeople engage you in dialogue, listen, and learn about what you are looking for. They ask questions like, \u201cWhat do you do with the photos you take? Do you like to make videos? Do you want to easily access the Web from your phone?\u201d No techno-talk, no slick sales pitches. They just want to know what\u2019s important to you so that they can let you try the product that not only fits your basic computing needs, but blows you away.\r\n\r\nApple and its sales team know that computers are complicated and can baffle even savvy users. To build trust and confidence with their customers, they developed the \u201cGenius Bar\u201d so that Apple users know that they can always to talk to an individual and find help with any problem or question they may have. In fact, Apple dedicates a section of their Web site to the Genius Bar and invites customers to make an appointment online to come to a store to talk to one of the \u201cresident Geniuses.\u201d Talk about creating value. As a result, Apple is able to charge a premium for its product and generate such demand that in some cases people are lined up to buy their products, as was the case for the launch of the iPhone 3GS in June 2009.<span id=\"fwk-125752-fn02_025\" class=\"im_footnote\">[footnote]Brandon Griggs, \u201ciPhone 3GS Launch Has App Developers Seeing Gold,\u201d <em class=\"im_emphasis\">CNN.com<\/em>, June 19, 2009, <a class=\"im_link\" href=\"http:\/\/www.cnn.com\/2009\/TECH\/06\/19\/iphone.3gs.launch\" target=\"_blank\">http:\/\/www.cnn.com\/2009\/TECH\/06\/19\/iphone.3gs.launch<\/a> (accessed June 26, 2009).[\/footnote]<\/span>\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s03\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">WII-FM<\/h2>\r\nWhile a job in sales can be demanding, it can also be very rewarding in many ways. Even in these days of iPods and Pandora, <span class=\"im_margin_term\"><span class=\"im_glossterm\">WII-FM<\/span><\/span> (<strong class=\"im_emphasis im_bold\">W<\/strong>hat\u2019s <strong class=\"im_emphasis im_bold\">I<\/strong>n <strong class=\"im_emphasis im_bold\">I<\/strong>t <strong class=\"im_emphasis im_bold\">F<\/strong>or <strong class=\"im_emphasis im_bold\">M<\/strong>e) is a radio station that everyone listens to. It\u2019s not a bad thing to think about what\u2019s in it for you. After all, if you are considering investing your career in the selling profession, you should know what\u2019s in it for you.\r\n<div id=\"fwk-125752-ch02_s01_s03_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">What Will You Be Doing?<\/h2>\r\nThe life of a salesperson is never dull. You could be working with a single customer or with multiple customers. You might work in a corporate office, or you might work from your home. You might talk to customers via phone, live chat, instant message, and text, or you might meet with them in their office in your neighborhood, your region, or anywhere around the world. You might be working on research to identify new customers, preparing a presentation for a new or existing customer, meeting with customers face-to-face, following up to get contracts signed, or communicating inside your organization to be sure all goes well to deliver the product or service to the customer on time and on budget. On any given day you might be working on any number of activities to support an existing customer or to approach, present, or close a new customer.\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s03_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">What Can You Achieve?<\/h2>\r\nA job in selling can be a gateway to wherever you want to go. Stanley Marcus, the ninety-three-year-old chairman emeritus of Neiman Marcus, started as a messenger boy, then as a junior salesperson in his father\u2019s store before working his way to the top. Michael Dell started by selling computers from his dorm room.<span id=\"fwk-125752-fn02_026\" class=\"im_footnote\">[footnote]Anna Muoio, \u201cSales School,\u201d <em class=\"im_emphasis\">Fast Company<\/em>, December 18, 2007, <a class=\"im_link\" href=\"http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C3\" target=\"_blank\">http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C3<\/a> (accessed June 23, 2009).[\/footnote]<\/span> Selling could eventually give you fame and fortune, but more immediately it can also give you the satisfaction of providing solutions to people, financial opportunity, and even financial independence. Even in today\u2019s challenging economy, these goals are possible.\r\n\r\nSales drive every company\u2019s growth. When you are in sales, you are responsible for the future of the company. That\u2019s why many sales positions offer unlimited income potential. Sales is considered a <span class=\"im_margin_term\"><span class=\"im_glossterm\">pay-for-performance<\/span><\/span> profession.<span id=\"fwk-125752-fn02_027\" class=\"im_footnote\">[footnote]Michael Levens, <em class=\"im_emphasis\">Marketing: Defined, Explained, Applied<\/em> (Upper Saddle River, NJ: Pearson Prentice Hall, 2010), 186.[\/footnote]<\/span> That means that you are paid based on your performance, which in this case is sales. Your income is commensurate with the amount of sales you generate; simply put, you can make as much money as you want. This is a major difference between sales and most other disciplines. In most sales positions, you earn a salary and perhaps some other elements of compensation, such as a bonus. In sales, you can determine your income because it is usually not limited to a specific number; it is based on the amount you sell. Although this topic is covered in detail in Chapter 14 \"The Power of Learning the Ropes,\" it\u2019s worth noting here that you have the power to determine how much you want to earn when you have a successful career in sales.\r\n\r\nIf you want to check out base salaries for sales positions in your area or the area in which you would like to work, go to Salary.com and use the Salary Wizard. You\u2019ll be able to see the average salary, bonuses, benefits, and more.\r\n<div id=\"fwk-125752-ch02_s01_s03_s02_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">Link<\/h3>\r\nSalary Information\r\n\r\nThis is a resource to research salary and other compensation elements for different positions in areas across the country.\r\n\r\n<a class=\"im_link\" href=\"http:\/\/salary.com\" target=\"_blank\">http:\/\/salary.com<\/a>\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s03_s02_n02\" class=\"im_key_takeaways im_editable im_block\">\r\n<h3 class=\"im_title\">Key Takeaways<\/h3>\r\n<ul id=\"fwk-125752-ch02_s01_s03_s02_l01\" class=\"im_itemizedlist\">\r\n\t<li>To be successful in sales and in life, you have to enjoy what you do for a living.<\/li>\r\n\t<li>A good salesperson does more than sell; he builds a relationship and trust with the customer and offers solutions.<\/li>\r\n\t<li>A successful salesperson is a good listener. It\u2019s important to listen and understand the challenges that the customer is facing in order to present solutions that will work.<\/li>\r\n\t<li>Asking the right questions is critical to being successful in sales. It is the right questions that provide an opportunity for customers to share their challenges. Successful salespeople are always learning new things from selling techniques to technology in order to bring the best ideas to customers.<\/li>\r\n\t<li>Selling requires independence and discipline. There is no typical day in selling so salespeople have to be able to manage their own time.<\/li>\r\n\t<li>One of the biggest challenges of being in sales is the number of times you hear \u201cno.\u201d Successful salespeople are resilient, have a positive attitude, and are willing to take risks.<\/li>\r\n\t<li>Passion is one of the most important characteristics of a successful salesperson. If a salesperson isn\u2019t passionate about what he sells, it\u2019s unlikely that his customers will be motivated to buy.<\/li>\r\n\t<li>The primary role of a salesperson is to create value for the customer and the company.<\/li>\r\n\t<li>A job in sales can be very rewarding on both a personal and a financial level, and it can lead to just about any career path you choose.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s01_s03_s02_n03\" class=\"im_exercises im_editable im_block\">\r\n<h3 class=\"im_title\">Exercises<\/h3>\r\n<ol id=\"fwk-125752-ch02_s01_s03_s02_l02\" class=\"im_orderedlist\">\r\n\t<li>Think about someone you trust such as a parent, professor, friend, classmate, or colleague. Describe why you trust him or her. Now, think about that person again. Would she say that she trusts you? How would she describe why she trusts you?<\/li>\r\n\t<li>Ask a classmate to describe his background and then describe yours for five minutes each. Write a summary of his background based on what he or she said and ask your classmate to do the same. How accurate was each of your summaries? How many details did each include in the summaries? What did you learn about listening skills?<\/li>\r\n\t<li>Discuss the sentence, \u201cSalespeople are communicators, not manipulators.\u201d What does it mean? Why is it important to know the difference in sales?<\/li>\r\n\t<li>Describe at least three characteristics of a good salesperson. Do you have any or all of these characteristics? What is appealing to you about a profession in selling? What is not appealing to you about a profession in selling?<\/li>\r\n\t<li>Invite a salesperson to visit your class (in person or via Skype) to discuss his career in sales, what he thinks is most rewarding, and what he finds most challenging.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n<\/div>","rendered":"<div class=\"im_section\">\n<div class=\"bcc-box bcc-highlight\">\n<h3>LEARNING OBJECTIVES<\/h3>\n<p>By the end of this section, you will be able to:<\/p>\n<ul>\n<li>Discuss the characteristics required to be successful in a career in sales.<\/li>\n<li>Understand what you can expect from a career in sales.<\/li>\n<\/ul>\n<\/div>\n<p class=\"im_title im_editable im_block\">When Steve Jobs, the CEO of Apple, delivered the commencement address at Stanford University in 2005, he told the story of how he and Steve Wozniak started the now $32 billion company in a garage in 1976. Jobs said, \u201cI was lucky\u2014I found out what I wanted to do early in life.\u201d<span id=\"fwk-125752-fn02_001\" class=\"im_footnote\"><a class=\"footnote\" title=\"Steve Jobs, \u201cYou\u2019ve Got to Find What You Love,\u201d commencement address at Stanford University, Palo Alto, CA, June 12, 2005, in Stanford Report, June 14, 2005, http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html (accessed June 16, 2009).\" id=\"return-footnote-28-1\" href=\"#footnote-28-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/span> But life at Apple wasn\u2019t always so perfect. When he was thirty, just one year after the launch of the Macintosh, he was fired from the company he founded. Although he was publicly humiliated and frustrated and didn\u2019t know what to do next, he realized that he indeed loved what he did. From there he went on to start Pixar, the company that created <em class=\"im_emphasis\">Toy Story<\/em>, the world\u2019s first full-length computer-animated feature film.<\/p>\n<p>He left the Stanford graduates with some personal words of wisdom to think about as they prepared themselves for their careers: \u201cYour work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven\u2019t found it yet, keep looking. Don\u2019t settle. As with all matters of the heart, you\u2019ll know when you find it.\u201d<span id=\"fwk-125752-fn02_002\" class=\"im_footnote\"><a class=\"footnote\" title=\"Steve Jobs, \u201cYou\u2019ve Got to Find What You Love,\u201d commencement address at Stanford University, Palo Alto, CA, June 12, 2005, in Stanford Report, June 14, 2005, http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html (accessed June 16, 2009).\" id=\"return-footnote-28-2\" href=\"#footnote-28-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/span><\/p>\n<p>To be successful in sales, and in life, you must love what you do. If you aren\u2019t passionate about your profession, you will never be the best. You will always fall short because the people who love it will naturally excel. It seems simple enough: do what you love. But what if you love many things or don\u2019t know if you\u2019ve found your niche? Don\u2019t worry\u2014there are questions you can ask yourself to help you determine whether a career in sales will excite you and make you want to leap out of bed every morning.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Are You Born to Sell?<\/h2>\n<p>How do you know if sales is your passion, the career of your dreams? The first step is taking this course. You\u2019ll have an opportunity to learn about sales and actually put your knowledge to work in real-life situations by role-playing with your classmates. After reading this chapter, you will better understand the profession of selling and what it has to offer. This chapter includes insights about which personal characteristics and talents are best suited to sales, which industries you might work in, and how you can be successful in the profession.<\/p>\n<p>Just like being a teacher requires traits such as a love of learning, an ability to communicate, and the talent to make concepts come alive for people, selling calls for certain personal characteristics as well. Some people think that successful salespeople are those who have the \u201cgift of gab,\u201d but that\u2019s not really what makes salespeople effective. Although communication and relationship building are valuable skills, just being able to talk to people is not enough to be successful in sales. Consider the following points that make a salesperson successful and see if these are a good match to you and your skills.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Character and the Ability to Build Trust<\/h2>\n<p>It never goes without saying that character\u2014the combination of your beliefs, tendencies, and actions that you take\u2014is the single defining trait for a salesperson (or any business person, for that matter).<span id=\"fwk-125752-fn02_003\" class=\"im_footnote\"><a class=\"footnote\" title=\"Dave Kahle, \u201cThe Four Characteristics of Successful Salespeople,\u201d Industrial Distribution 97, no. 4 (April 2008): 54.\" id=\"return-footnote-28-3\" href=\"#footnote-28-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/span> Your character defines how you will conduct yourself, and it is the yardstick by which customers measure you. After all, your customers are spending their money based on what you say you will deliver; they have to trust you. If you ever break the trust for any reason, you will likely lose not only the sale, but you will most likely lose your reputation, and, ultimately, your livelihood. According to a survey by Forrester Research, trust and believability are so important in the buying and selling processes that 71 percent of buyers based their decisions on these traits.<span id=\"fwk-125752-fn02_004\" class=\"im_footnote\"><a class=\"footnote\" title=\"Robert W. Bly, \u201cEveryone Loves a Story,\u201d Target Marketing 32, no. 6 (June 2009): 23.\" id=\"return-footnote-28-4\" href=\"#footnote-28-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/span> See why Jake Nickell, founder, and Jeffrey Kalmikoff, chief creative officer, of Threadless.com think that being trusted by the customer makes a great salesperson.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s01_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Link<\/h3>\n<p>The Founders of Threadless.com on the Importance of Trust in Selling<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#4\" target=\"_blank\">http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#4<\/a><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">The Ability to Connect<\/h2>\n<p>The most successful salespeople know how to engage their customers in a way that helps the customers identify for themselves the way the product or service offered can deliver value. The Xerox Company, after conducting a survey to identify the characteristics of their peak-performing salespeople, says it best: \u201cYour prospect will never buy because you present a pitch. She instead buys from what she convinces herself of. This means that if you are selling a watch, telling your prospect you will cure his ignorance of time will not be enough. Your prospect will literally talk to himself to discover that this watch will indeed keep him from running late. He will not listen to you; he will only listen to himself.\u201d<span id=\"fwk-125752-fn02_005\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kerry Johnson, \u201cFive Characteristics of Peak Sales Performers,\u201d Event Solution International, http:\/\/www.eventsolution.com\/education\/businessarticles.html (accessed June 16, 2009).\" id=\"return-footnote-28-5\" href=\"#footnote-28-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a><\/span><\/p>\n<p>A good salesperson will use his personal skills to connect with a customer, so that their conversation prompts and echoes the customer\u2019s own internal thought process. It is ultimately this ability to connect that allows the salesperson to build relationships and trust. This video highlights how a motorcycle trip, passion, and connecting led to a sale with Harley-Davidson.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s02_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Video Clip<\/h3>\n<p>Interview with Jim Cathcart, President, Cathcart Institute<\/p>\n<p>Learn how a motorcycle trip led to a sale.<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/video\/?date=8\/12\/2009\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/video\/?date=8\/12\/2009<\/a><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s03\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Listening Skills<\/h2>\n<p>Contrary to popular belief, speaking is not the most important aspect of selling\u2014listening is, because \u201csalespeople are communicators, not manipulators.\u201d<span id=\"fwk-125752-fn02_006\" class=\"im_footnote\"><a class=\"footnote\" title=\"Monroe Porter, \u201cSix Common Characteristics of Successful Salespeople,\u201d Pro 20, no. 6 (May 2008): 33.\" id=\"return-footnote-28-6\" href=\"#footnote-28-6\" aria-label=\"Footnote 6\"><sup class=\"footnote\">[6]<\/sup><\/a><\/span> It\u2019s interesting to note that many of the salespeople who are constantly talking are actually not successful. It is those salespeople who have a genuine interest in listening who learn precisely what the customers\u2019 needs, priorities, and opportunities are. Listening skills are the fundamental basis for forming a connection. \u201cListening builds relationships,\u201d according to Marjorie Brody, author of <em class=\"im_emphasis\">Help! Was That a Career-Limiting Move?<\/em> She suggests a \u201csilent solution\u201d to many problems in the form of listening.<span id=\"fwk-125752-fn02_007\" class=\"im_footnote\"><a class=\"footnote\" title=\"Pamela J. Holland and Marjorie Brody, Help! Was That a Career-Limiting Move? (Jenkintown, PA: Career Skills Press, 2005).\" id=\"return-footnote-28-7\" href=\"#footnote-28-7\" aria-label=\"Footnote 7\"><sup class=\"footnote\">[7]<\/sup><\/a><\/span> The challenge for many people is that listening with undivided attention is hard to do. According to Barry J. Elms, CEO of Strategic Negotiations International, psychologists say that we listen using only 25 percent of our brain.<span id=\"fwk-125752-fn02_008\" class=\"im_footnote\"><a class=\"footnote\" title=\"Steve Atlas, \u201cListening for Buying Signals: Missing Your Prospects\u2019 Buying Signals,\u201d Selling Power 20, no. 2, http:\/\/www.sellingpower.com\/content\/article.php?a=5350 (accessed March 16, 2010).\" id=\"return-footnote-28-8\" href=\"#footnote-28-8\" aria-label=\"Footnote 8\"><sup class=\"footnote\">[8]<\/sup><\/a><\/span> That means that the other 75 percent is thinking about a response or thinking about something else. Salespeople who take notes, refer to written material, and are intently aware of their nonverbal cues can be extremely successful because they see and hear things that people who are talking just can\u2019t absorb.<span id=\"fwk-125752-fn02_009\" class=\"im_footnote\"><a class=\"footnote\" title=\"Steve Atlas, \u201cListening for Buying Signals: Missing Your Prospects\u2019 Buying Signals,\u201d Selling Power20, no. 2, http:\/\/www.sellingpower.com\/content\/article.php?a=5350 (accessed March 16, 2010).\" id=\"return-footnote-28-9\" href=\"#footnote-28-9\" aria-label=\"Footnote 9\"><sup class=\"footnote\">[9]<\/sup><\/a><\/span> See why Andy Taylor, CEO of Enterprise Rent-A-Car, thinks great listening skills make a great salesperson.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s03_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Link<\/h3>\n<p>Andy Taylor, CEO of Enterprise Rent-A-Car, on Listening Skills<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#1\" target=\"_blank\">http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#1<\/a><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s04\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">The Ability to Ask the Right Questions<\/h2>\n<p>It was Einstein who said, \u201cIf I had an hour to solve a problem and my life depended on it, I would use the first fifty-five minutes to formulate the right question because as soon as I had identified the right question, I knew I could solve the problem in less than five minutes.\u201d<span id=\"fwk-125752-fn02_010\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kim Michael, \u201cThe Most Powerful Tool in the Sales Arsenal\u2014Part 1,\u201d American Salesman 54, no. 6 (June 2009): 3.\" id=\"return-footnote-28-10\" href=\"#footnote-28-10\" aria-label=\"Footnote 10\"><sup class=\"footnote\">[10]<\/sup><\/a><\/span> This demonstrates the power of asking the <em class=\"im_emphasis\">right<\/em> questions. Those questions can only be asked when you listen and have the ability to connect. Paul Blake, whom you met at the beginning of this chapter, believes that asking the right questions is vital to the success of his sales force. That\u2019s why he leads by example and always asks one key question when he is interviewing candidates for sales positions: \u201cDo you believe you have the right to change someone\u2019s opinion?\u201d That single question tells him all he needs to know about the candidate and how she would perform on his sales team.<span id=\"fwk-125752-fn02_011\" class=\"im_footnote\"><a class=\"footnote\" title=\"Paul Blake, interview with the author, Greater Media Philadelphia, Philadelphia, PA, December 11, 2009.\" id=\"return-footnote-28-11\" href=\"#footnote-28-11\" aria-label=\"Footnote 11\"><sup class=\"footnote\">[11]<\/sup><\/a><\/span><\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s05\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">The Willingness to Learn<\/h2>\n<p>You might think that just because you are in school, you are learning everything you need to know for your career. Although you are building a strong foundation, you will continue to learn new things every day when you are working. Salespeople must not only have product knowledge and understand the buying and selling process; they must also learn skills that will make them more effective and efficient as salespeople. For example, in one study on salespeople, executives mentioned that salespeople must be willing to learn more than what appears to be required. Financial skills, negotiating skills, and even speed-reading courses were mentioned as additional training needs.<span id=\"fwk-125752-fn02_012\" class=\"im_footnote\"><a class=\"footnote\" title=\"John F. Tanner, Jr., Christophe Fournier, Jorge A. Wise, Sandrine Hollet, and Juliet Poujol, \u201cExecutives\u2019 Perspectives of the Changing Role of the Sales Profession: View from France, the United States, and Mexico,\u201d Journal of Business and Industrial Marketing 23, no. 3 (2008): 193.\" id=\"return-footnote-28-12\" href=\"#footnote-28-12\" aria-label=\"Footnote 12\"><sup class=\"footnote\">[12]<\/sup><\/a><\/span> It\u2019s important to note that besides constantly learning new skills, salespeople have to be students of the business. Skills and abilities are developed and fine-tuned over time, and experience plays a role in the learning process. So it stands to reason that salespeople are not \u201cmade\u201d simply because they have the title. Just as it takes seven years to become a doctor, three years to become a lawyer, and a thousand hours to become a barber, a great salesperson develops over time.<span id=\"fwk-125752-fn02_013\" class=\"im_footnote\"><a class=\"footnote\" title=\"Margaret Norton, \u201cIs the Successful Salesperson Made or Born?\u201d EzineArticles, http:\/\/ezinearticles.com\/?Is-the-Successful-Sales-Person-Made-Or-Born?&#38;id=1020044 (accessed June 16, 2009).\" id=\"return-footnote-28-13\" href=\"#footnote-28-13\" aria-label=\"Footnote 13\"><sup class=\"footnote\">[13]<\/sup><\/a><\/span> If you\u2019re thinking about pursuing a career in sales, keep in mind that like other professions it takes time, training, and experience to be successful.<\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s06\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">The Drive to Succeed<\/h2>\n<p>You can\u2019t be successful if you don\u2019t set goals. Great salespeople set goals for themselves, achieve them, and celebrate those achievements. They visualize what they want, then put together a plan to get it.<span id=\"fwk-125752-fn02_014\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kelley Robertson, \u201c10 Characteristics of Successful Salespeople,\u201d Business Know-How, http:\/\/www.businessknowhow.com\/marketing\/successful-salesperson.htm (accessed June 16, 2009).\" id=\"return-footnote-28-14\" href=\"#footnote-28-14\" aria-label=\"Footnote 14\"><sup class=\"footnote\">[14]<\/sup><\/a><\/span> The drive to succeed is important not only in sales, but also in life. Consider Olympic swimmer Michael Phelps. He set out to do something that no one else had ever done: win eight Olympic gold medals. It\u2019s instructive to look at his drive to succeed and what he did to prepare for and achieve his goals. While Phelps has had some recent public relations (PR) challenges about his behavior out of the pool, it doesn\u2019t diminish his hard work, drive to succeed, and accomplishments.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s06_n01\" class=\"im_callout im_editable im_block\">\n<h3 class=\"im_title\">Which Generation Is Best at Selling?<\/h3>\n<p>There are now three generations in the work force: baby boomers (born 1946\u20131964); Gen X (1965\u20131980); and Gen Y, also known as millennials (born after 1980). According to a recent survey by the consulting firm Generational DNA, 42 percent of Gen X sales reps exceeded their sales goals while 37 percent of Gen Y and only 32 percent of baby boomers exceeded their goals. But everything is relative as the survey also revealed that boomers are more likely to have more ambitious goals, which is a reflection of their experience level.<span id=\"fwk-125752-fn02_015\" class=\"im_footnote\"><a class=\"footnote\" title=\"Geoffrey James, \u201cWhich Generation Is Best at Selling?\u201d BNET, July 29, 2009, http:\/\/blogs.bnet.com\/salesmachine\/?p=4424&amp;page=2 (accessed July 27, 2009).\" id=\"return-footnote-28-15\" href=\"#footnote-28-15\" aria-label=\"Footnote 15\"><sup class=\"footnote\">[15]<\/sup><\/a><\/span><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s07\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Resilience and a Positive Attitude<\/h2>\n<p>It\u2019s important to remember that you will hear \u201cno\u201d more frequently than you hear \u201cYes, I\u2019ll take it.\u201d That challenge, however, is offset by the thrill of victory when the sale is made and a relationship with the customer based on trust is built. You can only succeed when you go the extra mile, by investigating one more lead, going back for the second sales call even when the first hasn\u2019t been successful, and trial closing even if you are not sure you can really get the sale.<span id=\"fwk-125752-fn02_016\" class=\"im_footnote\"><a class=\"footnote\" title=\"Dave Kahle, \u201cThe Four Characteristics of Successful Salespeople,\u201d Industrial Distribution 97, no. 4 (April 2008): 54.\" id=\"return-footnote-28-16\" href=\"#footnote-28-16\" aria-label=\"Footnote 16\"><sup class=\"footnote\">[16]<\/sup><\/a><\/span> It\u2019s the eternal optimism that pushes you, even when others might think there is no reason to pursue the sale. If you think you can make it happen, you should definitely be in sales.<\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s08\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">The Willingness to Take Risks<\/h2>\n<p>Has anyone ever told you, \u201cYou won\u2019t know until you try\u201d? That statement is especially true in sales. You can set yourself apart by taking smart business risks. Think about how you consider taking risks in everyday life and how they pay off. For example, let\u2019s say you are from a small town and you chose to go to a college in a big city because you wanted to experience something new. That was a risk; it took you outside your comfort zone. But if you hadn\u2019t taken the risk, you would have never known what life in a big city was like. Great salespeople go beyond the norm to explore and test the waters. For example, making phone calls to senior executives that you have never met, networking with people you don\u2019t know, or making a presentation to a room full of customers all involve some level of risk. But getting out of your comfort zone and taking risks is how great opportunities are found.<span id=\"fwk-125752-fn02_017\" class=\"im_footnote\"><a class=\"footnote\" title=\"Dave Kahle, \u201cCharacteristics of a Successful Professional\u2014A Propensity to Take Risks,\u201d Agency Sales 36, no. 6 (June 2006): 40.\" id=\"return-footnote-28-17\" href=\"#footnote-28-17\" aria-label=\"Footnote 17\"><sup class=\"footnote\">[17]<\/sup><\/a><\/span><\/p>\n<p>Taking risks in life and in selling is best summed up by Lisa McCullough, a high-profile stuntwoman: \u201cDon\u2019t focus on your fears, focus on what you want.\u201d<span id=\"fwk-125752-fn02_018\" class=\"im_footnote\"><a class=\"footnote\" title=\"Lisa McCullough, \u201cLessons from a Stunt Woman,\u201d video, Selling Power, http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007 (accessed March 16, 2010).\" id=\"return-footnote-28-18\" href=\"#footnote-28-18\" aria-label=\"Footnote 18\"><sup class=\"footnote\">[18]<\/sup><\/a><\/span><\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s08_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Video Clip<\/h3>\n<p>Taking Risks<\/p>\n<p>Lisa McCullough shares her thoughts on taking risks in this video.<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007<\/a><\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s08_n02\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">The Secret to Success: Failure<\/h3>\n<p>\u201cNo risk, no reward\u201d is a familiar saying. But best-selling author Jeffrey Gitomer says, \u201cNo risk, no nothing.\u201d He believes the only way to succeed is to take risks and sometimes fail. It\u2019s the failures that can lead to success.<span id=\"fwk-125752-fn02_019\" class=\"im_footnote\"><a class=\"footnote\" title=\"Jeffrey Gitomer, \u201cNo Risk No Reward,\u201d video, May 17, 2008, http:\/\/www.youtube.com\/watch?v=UBHBk-A4a5M (accessed August 28, 2009).\" id=\"return-footnote-28-19\" href=\"#footnote-28-19\" aria-label=\"Footnote 19\"><sup class=\"footnote\">[19]<\/sup><\/a><\/span> He talks about the importance of taking risks and failing in this video.<\/p>\n<p>Why Taking Risks Is Important to Success<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"No Risk No reward\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/UBHBk-A4a5M?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\nFind out why salespeople need to take risks.<\/p>\n<p>Source: Buy Gitomer, Inc.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s09\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">The Ability to Ask for an Order<\/h2>\n<p>It may sound intuitive that successful salespeople shouldn\u2019t be afraid to ask for a customer\u2019s order, but you would be surprised at how often it happens. Most customers <em class=\"im_emphasis\">want<\/em> you to ask for their order. \u201cWould you like fries with your hamburger?\u201d \u201cWhat can I get you for dessert?\u201d and \u201cWould you like to pay with credit or debit?\u201d are all examples of salespeople asking for the order.<\/p>\n<p>A large percentage of the time these salespeople are successful and meet their customers\u2019 needs at the same time. You reduce your chances of being successful if you don\u2019t ask for the order.<span id=\"fwk-125752-fn02_020\" class=\"im_footnote\"><a class=\"footnote\" title=\"Monroe Porter, \u201cSix Common Characteristics of Successful Salespeople,\u201d Pro 20, no. 6 (May 2008): 33.\" id=\"return-footnote-28-20\" href=\"#footnote-28-20\" aria-label=\"Footnote 20\"><sup class=\"footnote\">[20]<\/sup><\/a><\/span> In other words, if <em class=\"im_emphasis\">you<\/em> don\u2019t ask for the order, someone else <em class=\"im_emphasis\">will<\/em>. See why Fred Franzia, founder of Bronco Wine Company and creator of \u201cTwo Buck Chuck\u201d wine, thinks that asking for the order makes a great salesperson.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s09_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Link<\/h3>\n<p>Fred Franzia, Founder of Bronco Wine Company, on Asking for the Order<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#5\" target=\"_blank\">http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#5<\/a><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s10\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Independence and Discipline<\/h2>\n<p>Most sales positions require independence, self-motivation, and discipline. Although these traits may seem contradictory, they are actually complementary. Independence is especially important if you are calling on customers in person. It usually requires travel, either locally by car or by plane, which means that you have to be able to manage your time without being told what to do. In fact, it means that you set your schedule and do what you need to do to meet your sales goals. But having this kind of independence requires discipline. As Michael Janusz, an account manager at ACL Laboratories put it, \u201cI went into sales because of the dynamic environment, competitive aspect, and income potential. I do think there is a shortage of good salespeople. I think this is because it takes a unique blend of skills and a disciplined person. There are many people who can talk well, manage a territory well, or work hard. However, not many can put it all together.\u201d<span id=\"fwk-125752-fn02_021\" class=\"im_footnote\"><a class=\"footnote\" title=\"\u201cWhat Do Salespeople Want?\u201d BizTimes, March 30, 2007, http:\/\/www.biztimes.com\/news\/2007\/3\/30\/what-do-salespeople-want (accessed June 19, 2009).\" id=\"return-footnote-28-21\" href=\"#footnote-28-21\" aria-label=\"Footnote 21\"><sup class=\"footnote\">[21]<\/sup><\/a><\/span> Besides having an independent streak, salespeople must be focused and hardworking in the long term, or they will not enjoy consistent success over time.<\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s11\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Flexibility<\/h2>\n<p>Along with the need for independence comes the importance of flexibility. Just as you are able to set your own schedule, you have to be flexible based on your customers\u2019 needs. Most sales positions are not nine-to-five jobs. That means you might be working nights or weekends, or you might be traveling out of town during the week or even long periods of time, especially if you are selling internationally. You have to be available when your customers want to buy. Before you cringe at the prospect of grueling hours and long flights, remember that this kind of schedule may also work to your advantage. You may have some weekdays off, which allow you to enjoy family, sports, or other outings that you might not otherwise have an opportunity to enjoy.<\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s12\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Passion<\/h2>\n<p>If you\u2019re not passionate about what you\u2019re selling, how do you expect your customers to believe in you and your product? You have to love what you do, believe in it, and feel passionately about it. Passion encompasses all the traits mentioned above; it\u2019s how they all come together. Passion is the element that sets you apart from other salespeople and makes your prospects and customers believe in you and your product or service. See why Selena Cuff, head of Heritage Link Brands, thinks passion is what makes a great salesperson.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s12_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Link<\/h3>\n<p>Selena Cuff, Heritage Link Brands on Passion<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#0\" target=\"_blank\">http:\/\/www.inc.com\/ss\/what-makes-great-salesperson#0<\/a><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s13\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Bringing It All Together<\/h2>\n<p>If this seems like a lot of traits, think about the list of traits that might be required to be a doctor, lawyer, or college professor. Every profession requires a lot of those who pursue it. To make it easier, you may want to think about how these traits come together. Mahan Khalsa, founder of FranklinCovey Sales Performance Group and author of <em class=\"im_emphasis\">Let\u2019s Get Real or Let\u2019s Not Play: The Demise of Dysfunctional Selling and the Advent of Helping Clients Succeed<\/em>, sums up the traits of a successful salesperson this way: \u201cThere are three traits that define a successful salesperson: business intelligence (IQ or intelligence quotient), the ability to create rapport and build trust (EQ or emotional intelligence), and a good way to approach and to follow up sales (XQ or executional intelligence; the ability to execute the sale).\u201d<span id=\"fwk-125752-fn02_022\" class=\"im_footnote\"><a class=\"footnote\" title=\"Mike McCue, \u201cLessons from the Master,\u201d Sales and Marketing Management, March 1, 2008, 22\u201324.\" id=\"return-footnote-28-22\" href=\"#footnote-28-22\" aria-label=\"Footnote 22\"><sup class=\"footnote\">[22]<\/sup><\/a><\/span><\/p>\n<p>Want to know what employers look for when hiring a salesperson? This video features Mary Delany, chief sales officer at CareerBuilder.com, discussing what she looks for in candidates for sales positions.<\/p>\n<div id=\"fwk-125752-ch02_s01_s01_s13_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Video Clip<\/h3>\n<p>Interview with Mary Delany, Chief Sales Officer at CareerBuilder.com<\/p>\n<p>Learn about the characteristics of a great salesperson.<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/video\/?date=1\/5\/2007\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/video\/?date=1\/5\/2007<\/a><\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s01_s13_n02\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Power Player: Lessons in Selling from Successful Salespeople<\/h3>\n<p>It\u2019s All about <em class=\"im_emphasis\">Their<\/em> Stuff<\/p>\n<p>Mark Bozzini, CEO of Infinite Spirits, learned a powerful selling lesson early in his career. His job was to sell more bottles of wine than were sold the previous year, which seemed easy enough. But when he called on a wine and spirits retailer, the storeowner told him that his products didn\u2019t sell and he would rather not have them on his shelves. So much for selling more bottles of wine. An average salesperson might become pushy, or even leave and seek a sale elsewhere. But Bozzini, an intuitive and passionate salesman, was determined to make the sale. He spent an hour rearranging the store display and asked the storeowner to give it a chance to see if the product sold better. The new display worked, and the storeowner became one of Bozzini\u2019s best customers. The moral of the story: always remember that \u201cthe customer doesn\u2019t care about your stuff. They care about <em class=\"im_emphasis\">their<\/em> stuff.\u201d<span id=\"fwk-125752-fn02_023\" class=\"im_footnote\"><a class=\"footnote\" title=\"Anna Muoio, \u201cSales School,\u201d Fast Company, December 18, 2007, http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C2 (accessed June 23, 2009).\" id=\"return-footnote-28-23\" href=\"#footnote-28-23\" aria-label=\"Footnote 23\"><sup class=\"footnote\">[23]<\/sup><\/a><\/span><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Creating Value Is the Name of the Game<\/h2>\n<p>The role of a salesperson can be summed up in one sentence: \u201cSalespeople are value creators.\u201d<span id=\"fwk-125752-fn02_024\" class=\"im_footnote\"><a class=\"footnote\" title=\"John F. Tanner, Jr., Christophe Fournier, Jorge A. Wise, Sandrine Hollet, and Juliet Poujol, \u201cExecutives\u2019 Perspectives of the Changing Role of the Sales Profession: View from France, the United States, and Mexico,\u201d Journal of Business and Industrial Marketing 23, no. 3 (2008): 193.\" id=\"return-footnote-28-24\" href=\"#footnote-28-24\" aria-label=\"Footnote 24\"><sup class=\"footnote\">[24]<\/sup><\/a><\/span> To further describe what this means, think about a recent visit to the Apple Store. If you go to the store at virtually any hour, it is filled with customers. The salespeople are not just those that are pushing a product, hoping that you buy so that they make their sales quota. They are experts who know everything about the products in the store whether they be MacBooks, iPods, or iPhones. The salespeople engage you in dialogue, listen, and learn about what you are looking for. They ask questions like, \u201cWhat do you do with the photos you take? Do you like to make videos? Do you want to easily access the Web from your phone?\u201d No techno-talk, no slick sales pitches. They just want to know what\u2019s important to you so that they can let you try the product that not only fits your basic computing needs, but blows you away.<\/p>\n<p>Apple and its sales team know that computers are complicated and can baffle even savvy users. To build trust and confidence with their customers, they developed the \u201cGenius Bar\u201d so that Apple users know that they can always to talk to an individual and find help with any problem or question they may have. In fact, Apple dedicates a section of their Web site to the Genius Bar and invites customers to make an appointment online to come to a store to talk to one of the \u201cresident Geniuses.\u201d Talk about creating value. As a result, Apple is able to charge a premium for its product and generate such demand that in some cases people are lined up to buy their products, as was the case for the launch of the iPhone 3GS in June 2009.<span id=\"fwk-125752-fn02_025\" class=\"im_footnote\"><a class=\"footnote\" title=\"Brandon Griggs, \u201ciPhone 3GS Launch Has App Developers Seeing Gold,\u201d CNN.com, June 19, 2009, http:\/\/www.cnn.com\/2009\/TECH\/06\/19\/iphone.3gs.launch (accessed June 26, 2009).\" id=\"return-footnote-28-25\" href=\"#footnote-28-25\" aria-label=\"Footnote 25\"><sup class=\"footnote\">[25]<\/sup><\/a><\/span><\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s03\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">WII-FM<\/h2>\n<p>While a job in sales can be demanding, it can also be very rewarding in many ways. Even in these days of iPods and Pandora, <span class=\"im_margin_term\"><span class=\"im_glossterm\">WII-FM<\/span><\/span> (<strong class=\"im_emphasis im_bold\">W<\/strong>hat\u2019s <strong class=\"im_emphasis im_bold\">I<\/strong>n <strong class=\"im_emphasis im_bold\">I<\/strong>t <strong class=\"im_emphasis im_bold\">F<\/strong>or <strong class=\"im_emphasis im_bold\">M<\/strong>e) is a radio station that everyone listens to. It\u2019s not a bad thing to think about what\u2019s in it for you. After all, if you are considering investing your career in the selling profession, you should know what\u2019s in it for you.<\/p>\n<div id=\"fwk-125752-ch02_s01_s03_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">What Will You Be Doing?<\/h2>\n<p>The life of a salesperson is never dull. You could be working with a single customer or with multiple customers. You might work in a corporate office, or you might work from your home. You might talk to customers via phone, live chat, instant message, and text, or you might meet with them in their office in your neighborhood, your region, or anywhere around the world. You might be working on research to identify new customers, preparing a presentation for a new or existing customer, meeting with customers face-to-face, following up to get contracts signed, or communicating inside your organization to be sure all goes well to deliver the product or service to the customer on time and on budget. On any given day you might be working on any number of activities to support an existing customer or to approach, present, or close a new customer.<\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s03_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">What Can You Achieve?<\/h2>\n<p>A job in selling can be a gateway to wherever you want to go. Stanley Marcus, the ninety-three-year-old chairman emeritus of Neiman Marcus, started as a messenger boy, then as a junior salesperson in his father\u2019s store before working his way to the top. Michael Dell started by selling computers from his dorm room.<span id=\"fwk-125752-fn02_026\" class=\"im_footnote\"><a class=\"footnote\" title=\"Anna Muoio, \u201cSales School,\u201d Fast Company, December 18, 2007, http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C3 (accessed June 23, 2009).\" id=\"return-footnote-28-26\" href=\"#footnote-28-26\" aria-label=\"Footnote 26\"><sup class=\"footnote\">[26]<\/sup><\/a><\/span> Selling could eventually give you fame and fortune, but more immediately it can also give you the satisfaction of providing solutions to people, financial opportunity, and even financial independence. Even in today\u2019s challenging economy, these goals are possible.<\/p>\n<p>Sales drive every company\u2019s growth. When you are in sales, you are responsible for the future of the company. That\u2019s why many sales positions offer unlimited income potential. Sales is considered a <span class=\"im_margin_term\"><span class=\"im_glossterm\">pay-for-performance<\/span><\/span> profession.<span id=\"fwk-125752-fn02_027\" class=\"im_footnote\"><a class=\"footnote\" title=\"Michael Levens, Marketing: Defined, Explained, Applied (Upper Saddle River, NJ: Pearson Prentice Hall, 2010), 186.\" id=\"return-footnote-28-27\" href=\"#footnote-28-27\" aria-label=\"Footnote 27\"><sup class=\"footnote\">[27]<\/sup><\/a><\/span> That means that you are paid based on your performance, which in this case is sales. Your income is commensurate with the amount of sales you generate; simply put, you can make as much money as you want. This is a major difference between sales and most other disciplines. In most sales positions, you earn a salary and perhaps some other elements of compensation, such as a bonus. In sales, you can determine your income because it is usually not limited to a specific number; it is based on the amount you sell. Although this topic is covered in detail in Chapter 14 &#8220;The Power of Learning the Ropes,&#8221; it\u2019s worth noting here that you have the power to determine how much you want to earn when you have a successful career in sales.<\/p>\n<p>If you want to check out base salaries for sales positions in your area or the area in which you would like to work, go to Salary.com and use the Salary Wizard. You\u2019ll be able to see the average salary, bonuses, benefits, and more.<\/p>\n<div id=\"fwk-125752-ch02_s01_s03_s02_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">Link<\/h3>\n<p>Salary Information<\/p>\n<p>This is a resource to research salary and other compensation elements for different positions in areas across the country.<\/p>\n<p><a class=\"im_link\" href=\"http:\/\/salary.com\" target=\"_blank\">http:\/\/salary.com<\/a><\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s03_s02_n02\" class=\"im_key_takeaways im_editable im_block\">\n<h3 class=\"im_title\">Key Takeaways<\/h3>\n<ul id=\"fwk-125752-ch02_s01_s03_s02_l01\" class=\"im_itemizedlist\">\n<li>To be successful in sales and in life, you have to enjoy what you do for a living.<\/li>\n<li>A good salesperson does more than sell; he builds a relationship and trust with the customer and offers solutions.<\/li>\n<li>A successful salesperson is a good listener. It\u2019s important to listen and understand the challenges that the customer is facing in order to present solutions that will work.<\/li>\n<li>Asking the right questions is critical to being successful in sales. It is the right questions that provide an opportunity for customers to share their challenges. Successful salespeople are always learning new things from selling techniques to technology in order to bring the best ideas to customers.<\/li>\n<li>Selling requires independence and discipline. There is no typical day in selling so salespeople have to be able to manage their own time.<\/li>\n<li>One of the biggest challenges of being in sales is the number of times you hear \u201cno.\u201d Successful salespeople are resilient, have a positive attitude, and are willing to take risks.<\/li>\n<li>Passion is one of the most important characteristics of a successful salesperson. If a salesperson isn\u2019t passionate about what he sells, it\u2019s unlikely that his customers will be motivated to buy.<\/li>\n<li>The primary role of a salesperson is to create value for the customer and the company.<\/li>\n<li>A job in sales can be very rewarding on both a personal and a financial level, and it can lead to just about any career path you choose.<\/li>\n<\/ul>\n<\/div>\n<div id=\"fwk-125752-ch02_s01_s03_s02_n03\" class=\"im_exercises im_editable im_block\">\n<h3 class=\"im_title\">Exercises<\/h3>\n<ol id=\"fwk-125752-ch02_s01_s03_s02_l02\" class=\"im_orderedlist\">\n<li>Think about someone you trust such as a parent, professor, friend, classmate, or colleague. Describe why you trust him or her. Now, think about that person again. Would she say that she trusts you? How would she describe why she trusts you?<\/li>\n<li>Ask a classmate to describe his background and then describe yours for five minutes each. Write a summary of his background based on what he or she said and ask your classmate to do the same. How accurate was each of your summaries? How many details did each include in the summaries? What did you learn about listening skills?<\/li>\n<li>Discuss the sentence, \u201cSalespeople are communicators, not manipulators.\u201d What does it mean? Why is it important to know the difference in sales?<\/li>\n<li>Describe at least three characteristics of a good salesperson. Do you have any or all of these characteristics? What is appealing to you about a profession in selling? What is not appealing to you about a profession in selling?<\/li>\n<li>Invite a salesperson to visit your class (in person or via Skype) to discuss his career in sales, what he thinks is most rewarding, and what he finds most challenging.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-28\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Powerful Selling. <strong>Authored by<\/strong>: Anonymous. <strong>Provided by<\/strong>: Anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/\">http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>No Risk No reward. <strong>Authored by<\/strong>: Jeffrey Gitomer&#039;s Sales Training Channel. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/UBHBk-A4a5M\">https:\/\/youtu.be\/UBHBk-A4a5M<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube License<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-28-1\">Steve Jobs, \u201cYou\u2019ve Got to Find What You Love,\u201d commencement address at Stanford University, Palo Alto, CA, June 12, 2005, in <em class=\"im_emphasis\">Stanford Report<\/em>, June 14, 2005, <a class=\"im_link\" href=\"http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html\" target=\"_blank\">http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html<\/a> (accessed June 16, 2009). <a href=\"#return-footnote-28-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-28-2\">Steve Jobs, \u201cYou\u2019ve Got to Find What You Love,\u201d commencement address at Stanford University, Palo Alto, CA, June 12, 2005, in <em class=\"im_emphasis\">Stanford Report<\/em>, June 14, 2005, <a class=\"im_link\" href=\"http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html\" target=\"_blank\">http:\/\/news.stanford.edu\/news\/2005\/june15\/jobs-061505.html<\/a> (accessed June 16, 2009). <a href=\"#return-footnote-28-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-28-3\">Dave Kahle, \u201cThe Four Characteristics of Successful Salespeople,\u201d <em class=\"im_emphasis\">Industrial Distribution<\/em> 97, no. 4 (April 2008): 54. <a href=\"#return-footnote-28-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-28-4\">Robert W. Bly, \u201cEveryone Loves a Story,\u201d <em class=\"im_emphasis\">Target Marketing<\/em> 32, no. 6 (June 2009): 23. <a href=\"#return-footnote-28-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><li id=\"footnote-28-5\">Kerry Johnson, \u201cFive Characteristics of Peak Sales Performers,\u201d Event Solution International, <a class=\"im_link\" href=\"http:\/\/www.eventsolution.com\/education\/businessarticles.html\" target=\"_blank\">http:\/\/www.eventsolution.com\/education\/businessarticles.html<\/a> (accessed June 16, 2009). <a href=\"#return-footnote-28-5\" class=\"return-footnote\" aria-label=\"Return to footnote 5\">&crarr;<\/a><\/li><li id=\"footnote-28-6\">Monroe Porter, \u201cSix Common Characteristics of Successful Salespeople,\u201d <em class=\"im_emphasis\">Pro<\/em> 20, no. 6 (May 2008): 33. <a href=\"#return-footnote-28-6\" class=\"return-footnote\" aria-label=\"Return to footnote 6\">&crarr;<\/a><\/li><li id=\"footnote-28-7\">Pamela J. Holland and Marjorie Brody, <em class=\"im_emphasis\">Help! Was That a Career-Limiting Move?<\/em> (Jenkintown, PA: Career Skills Press, 2005). <a href=\"#return-footnote-28-7\" class=\"return-footnote\" aria-label=\"Return to footnote 7\">&crarr;<\/a><\/li><li id=\"footnote-28-8\">Steve Atlas, \u201cListening for Buying Signals: Missing Your Prospects\u2019 Buying Signals,\u201d <em class=\"im_emphasis\">Selling Power<\/em> 20, no. 2, <a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/article.php?a=5350\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/article.php?a=5350<\/a> (accessed March 16, 2010). <a href=\"#return-footnote-28-8\" class=\"return-footnote\" aria-label=\"Return to footnote 8\">&crarr;<\/a><\/li><li id=\"footnote-28-9\">Steve Atlas, \u201cListening for Buying Signals: Missing Your Prospects\u2019 Buying Signals,\u201d <em class=\"im_emphasis\">Selling Power<\/em>20, no. 2, <a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/article.php?a=5350\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/article.php?a=5350<\/a> (accessed March 16, 2010). <a href=\"#return-footnote-28-9\" class=\"return-footnote\" aria-label=\"Return to footnote 9\">&crarr;<\/a><\/li><li id=\"footnote-28-10\">Kim Michael, \u201cThe Most Powerful Tool in the Sales Arsenal\u2014Part 1,\u201d <em class=\"im_emphasis\">American Salesman<\/em> 54, no. 6 (June 2009): 3. <a href=\"#return-footnote-28-10\" class=\"return-footnote\" aria-label=\"Return to footnote 10\">&crarr;<\/a><\/li><li id=\"footnote-28-11\">Paul Blake, interview with the author, Greater Media Philadelphia, Philadelphia, PA, December 11, 2009. <a href=\"#return-footnote-28-11\" class=\"return-footnote\" aria-label=\"Return to footnote 11\">&crarr;<\/a><\/li><li id=\"footnote-28-12\">John F. Tanner, Jr., Christophe Fournier, Jorge A. Wise, Sandrine Hollet, and Juliet Poujol, \u201cExecutives\u2019 Perspectives of the Changing Role of the Sales Profession: View from France, the United States, and Mexico,\u201d <em class=\"im_emphasis\">Journal of Business and Industrial Marketing<\/em> 23, no. 3 (2008): 193. <a href=\"#return-footnote-28-12\" class=\"return-footnote\" aria-label=\"Return to footnote 12\">&crarr;<\/a><\/li><li id=\"footnote-28-13\">Margaret Norton, \u201cIs the Successful Salesperson Made or Born?\u201d EzineArticles, <a class=\"im_link\" href=\"http:\/\/ezinearticles.com\/?Is-the-Successful-Sales-Person-Made-Or-Born?&amp;#38;id=1020044\" target=\"_blank\">http:\/\/ezinearticles.com\/?Is-the-Successful-Sales-Person-Made-Or-Born?&amp;#38;id=1020044<\/a> (accessed June 16, 2009). <a href=\"#return-footnote-28-13\" class=\"return-footnote\" aria-label=\"Return to footnote 13\">&crarr;<\/a><\/li><li id=\"footnote-28-14\">Kelley Robertson, \u201c10 Characteristics of Successful Salespeople,\u201d Business Know-How, <a class=\"im_link\" href=\"http:\/\/www.businessknowhow.com\/marketing\/successful-salesperson.htm\" target=\"_blank\">http:\/\/www.businessknowhow.com\/marketing\/successful-salesperson.htm<\/a> (accessed June 16, 2009). <a href=\"#return-footnote-28-14\" class=\"return-footnote\" aria-label=\"Return to footnote 14\">&crarr;<\/a><\/li><li id=\"footnote-28-15\">Geoffrey James, \u201cWhich Generation Is Best at Selling?\u201d BNET, July 29, 2009, <a class=\"im_link\" href=\"http:\/\/blogs.bnet.com\/salesmachine\/?p=4424&amp;page=2\" target=\"_blank\">http:\/\/blogs.bnet.com\/salesmachine\/?p=4424&amp;page=2<\/a> (accessed July 27, 2009). <a href=\"#return-footnote-28-15\" class=\"return-footnote\" aria-label=\"Return to footnote 15\">&crarr;<\/a><\/li><li id=\"footnote-28-16\">Dave Kahle, \u201cThe Four Characteristics of Successful Salespeople,\u201d <em class=\"im_emphasis\">Industrial Distribution<\/em> 97, no. 4 (April 2008): 54. <a href=\"#return-footnote-28-16\" class=\"return-footnote\" aria-label=\"Return to footnote 16\">&crarr;<\/a><\/li><li id=\"footnote-28-17\">Dave Kahle, \u201cCharacteristics of a Successful Professional\u2014A Propensity to Take Risks,\u201d <em class=\"im_emphasis\">Agency Sales<\/em> 36, no. 6 (June 2006): 40. <a href=\"#return-footnote-28-17\" class=\"return-footnote\" aria-label=\"Return to footnote 17\">&crarr;<\/a><\/li><li id=\"footnote-28-18\">Lisa McCullough, \u201cLessons from a Stunt Woman,\u201d video, <em class=\"im_emphasis\">Selling Power<\/em>, <a class=\"im_link\" href=\"http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007\" target=\"_blank\">http:\/\/www.sellingpower.com\/content\/video\/?date=3\/23\/2007<\/a> (accessed March 16, 2010). <a href=\"#return-footnote-28-18\" class=\"return-footnote\" aria-label=\"Return to footnote 18\">&crarr;<\/a><\/li><li id=\"footnote-28-19\">Jeffrey Gitomer, \u201cNo Risk No Reward,\u201d video, May 17, 2008, <a class=\"im_link\" href=\"http:\/\/www.youtube.com\/watch?v=UBHBk-A4a5M\" target=\"_blank\">http:\/\/www.youtube.com\/watch?v=UBHBk-A4a5M<\/a> (accessed August 28, 2009). <a href=\"#return-footnote-28-19\" class=\"return-footnote\" aria-label=\"Return to footnote 19\">&crarr;<\/a><\/li><li id=\"footnote-28-20\">Monroe Porter, \u201cSix Common Characteristics of Successful Salespeople,\u201d <em class=\"im_emphasis\">Pro<\/em> 20, no. 6 (May 2008): 33. <a href=\"#return-footnote-28-20\" class=\"return-footnote\" aria-label=\"Return to footnote 20\">&crarr;<\/a><\/li><li id=\"footnote-28-21\">\u201cWhat Do Salespeople Want?\u201d <em class=\"im_emphasis\">BizTimes<\/em>, March 30, 2007, <a class=\"im_link\" href=\"http:\/\/www.biztimes.com\/news\/2007\/3\/30\/what-do-salespeople-want\" target=\"_blank\">http:\/\/www.biztimes.com\/news\/2007\/3\/30\/what-do-salespeople-want<\/a> (accessed June 19, 2009). <a href=\"#return-footnote-28-21\" class=\"return-footnote\" aria-label=\"Return to footnote 21\">&crarr;<\/a><\/li><li id=\"footnote-28-22\">Mike McCue, \u201cLessons from the Master,\u201d <em class=\"im_emphasis\">Sales and Marketing Management<\/em>, March 1, 2008, 22\u201324. <a href=\"#return-footnote-28-22\" class=\"return-footnote\" aria-label=\"Return to footnote 22\">&crarr;<\/a><\/li><li id=\"footnote-28-23\">Anna Muoio, \u201cSales School,\u201d <em class=\"im_emphasis\">Fast Company<\/em>, December 18, 2007, <a class=\"im_link\" href=\"http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C2\" target=\"_blank\">http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C2<\/a> (accessed June 23, 2009). <a href=\"#return-footnote-28-23\" class=\"return-footnote\" aria-label=\"Return to footnote 23\">&crarr;<\/a><\/li><li id=\"footnote-28-24\">John F. Tanner, Jr., Christophe Fournier, Jorge A. Wise, Sandrine Hollet, and Juliet Poujol, \u201cExecutives\u2019 Perspectives of the Changing Role of the Sales Profession: View from France, the United States, and Mexico,\u201d <em class=\"im_emphasis\">Journal of Business and Industrial Marketing<\/em> 23, no. 3 (2008): 193. <a href=\"#return-footnote-28-24\" class=\"return-footnote\" aria-label=\"Return to footnote 24\">&crarr;<\/a><\/li><li id=\"footnote-28-25\">Brandon Griggs, \u201ciPhone 3GS Launch Has App Developers Seeing Gold,\u201d <em class=\"im_emphasis\">CNN.com<\/em>, June 19, 2009, <a class=\"im_link\" href=\"http:\/\/www.cnn.com\/2009\/TECH\/06\/19\/iphone.3gs.launch\" target=\"_blank\">http:\/\/www.cnn.com\/2009\/TECH\/06\/19\/iphone.3gs.launch<\/a> (accessed June 26, 2009). <a href=\"#return-footnote-28-25\" class=\"return-footnote\" aria-label=\"Return to footnote 25\">&crarr;<\/a><\/li><li id=\"footnote-28-26\">Anna Muoio, \u201cSales School,\u201d <em class=\"im_emphasis\">Fast Company<\/em>, December 18, 2007, <a class=\"im_link\" href=\"http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C3\" target=\"_blank\">http:\/\/www.fastcompany.com\/magazine\/19\/one.html?page=0%2C3<\/a> (accessed June 23, 2009). <a href=\"#return-footnote-28-26\" class=\"return-footnote\" aria-label=\"Return to footnote 26\">&crarr;<\/a><\/li><li id=\"footnote-28-27\">Michael Levens, <em class=\"im_emphasis\">Marketing: Defined, Explained, Applied<\/em> (Upper Saddle River, NJ: Pearson Prentice Hall, 2010), 186. <a href=\"#return-footnote-28-27\" class=\"return-footnote\" aria-label=\"Return to footnote 27\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":9,"menu_order":2,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Powerful Selling\",\"author\":\"Anonymous\",\"organization\":\"Anonymous\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"No Risk No reward\",\"author\":\"Jeffrey Gitomer\\'s Sales Training Channel\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/UBHBk-A4a5M\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube License\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-28","chapter","type-chapter","status-publish","hentry"],"part":26,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/28","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":3,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/28\/revisions"}],"predecessor-version":[{"id":205,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/28\/revisions\/205"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/parts\/26"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/28\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/media?parent=28"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapter-type?post=28"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/contributor?post=28"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/license?post=28"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}