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It’s Only Common Sense: The Devil is in the Details

So often we talk about the obvious tools and tactics needed to be a successful salesperson that we overlook the smaller details that could help us be successful—those that could give us an edge over our competition. They say the devil is in the details, and in sales, this is very true.

Here are a few of those details that will help you be a better, more effective, and more successful salesperson:

1. Look the part. It seems that the only people who look successful these days are the bad guys—the lawyers, the bankers, and the politicians. Be honest: When you see a man in a gray pinstriped suit, highly polished black lace-up shoes, and carrying a fancy leather briefcase, the first thing that goes through your mind is that he is one of those guys. Remember when we all dressed that way? Remember when men wore suits and ties to work? The few women in our industry wore conservatively cut suits as well. Now, I’m not saying we go back to those days, but we should always try to be the best-dressed person in the room. In these days of company logo shirts, make sure that yours is the best pressed shirt in the room. Make sure your slacks are pressed and your shoes are shined. The same with women, but they don’t need my advice; the ones I know all dress professionally and are always much better dressed than the guys. This simple detail is to always be the best dressed person in the room. It is an easy way for you to always be outstanding.

2. Be an actor. I know this one seems out of place in our profession, but it really isn’t. In sales, we are always asked to perform. Whether it be a sales presentation or a one-on-one meeting with a new buyer, we are always performing. I mean putting our best foot forward, making our presentations interesting, even dramatic sometimes. You are going to get much better results if you are interesting and if you present your sales pitch or presentation in a provocative and dramatic way. Some of the best salespeople I know have taken drama classes, and if you think about it for a minute, it makes sense. Taking a drama class will give you the right skills you need to be a great salesperson.

3. Neurolinguistics: “What the heck is that?” I hear you asking. I first heard about neurolinguistics in a Tony Robbins book I read a few years ago. It’s just the art of coordinating your conversation with the person you are conversing with. If the person is a laid-back slow talker, you take on that characteristic. If she talks fast and is kind of brusque, then you do the same. It’s an amazing tactic and it works surprisingly well. It can also be used to set the pace of any conversation you are having. It can work in reverse and you can set the tone of the conversation as well. If, for example, the person you are talking to is anxious and irritated, you can calm her down by slowing the conversation down and bringing some calmness to the discussion. There are entire books written on this subject; pick one up and read it. I promise it will help with your sales effort.

4. Listening and hearing: Learn to not only listen, but to hear, and understand as well. How many of us have had a discussion with someone that did not go well and then a few hours later when we take the time to reflect on that talk, we realize that what the person was trying to tell us was completely opposite of what we thought at the time. Suddenly a light goes on in our brains and we realize that we completely mishandled that conversation; we wish we could back and do it again. This situation can be avoided be carefully listening. Not only listening to what a person is saying but hearing what he means. Always remember that old adage “No one ever learned anything by talking.”

5. Be helpful: People like those who help them, so go out of your way to be helpful. Know everything you can about your customers and figure out how you can be the most helpful to them. Look out for your customers and in the end, they will look out for you. Simple as that.

As I said, the devil is in the details, and as good salespeople on our way to being great salespeople, we should always be looking for just the right details that will help us be the great salespeople we strive to be.

It’s only common sense.