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It’s Only Common Sense: 10 Lessons for New Salespeople

Stepping into the world of sales for the first time can be as exciting as it is daunting and I’ve been in this business long enough to know that the difference between a successful career and a short-lived stint often boils down to what you learn early on. It’s only common sense that a solid foundation can set the trajectory of your entire sales career.

Lately, I have been working with mostly young salespeople around 30-ish, and it’s a lot of fun. They are ambitious, hungry, curious, passionate, tireless, and smart. They’re so smart that I thought twice about writing this column because, in the spirit of full disclosure and the idea that sometimes the student teaches the teacher, I got some of the ideas below from these young people. So, whether you're a newcomer or training one, here are 10 crucial lessons that every new salesperson must learn to not just survive but thrive.

Understand Your Product Inside and Out
This might seem obvious, but you’d be surprised how many new salespeople hit the field without truly understanding what they’re selling. Knowing the product isn’t just about reciting features; it’s about understanding how they solve your customers’ problems. Take the time to learn the ins and outs of your product or service, including its strengths and weaknesses. This knowledge will give you the confidence to sell effectively and the credibility to build trust with your clients.

Listen More Than You Talk
One of the biggest mistakes new salespeople make is talking too much. It’s natural to want to share everything you know, but effective selling is more about listening than speaking. Your goal is to understand the customer’s needs, pain points, and desires. The only way to accomplish that is by actively listening. Ask open-ended questions and let your customers talk. The more they share, the better equipped you’ll be to position your product as the solution they’re looking for.

Build Genuine Relationships
Sales isn’t about transactions; it’s about relationships. People buy from those they trust and like. This doesn’t mean you should be fake or overly friendly. It means being genuinely interested in your customers. Take the time to get to know them, understand their businesses, and find common ground. Building these relationships takes time, but it pays off as loyal customers who return again and again.

Always Follow Up
In sales, the fortune is in the follow-up. Many deals are lost simply because the salesperson failed to follow up promptly. Whether it’s sending a thank-you note after a meeting or following up on a proposal, these small actions show your customers that you’re serious and that you value their business. Don’t assume that no news is bad news. Follow up until you get a clear answer.

Embrace Rejection
Here’s a harsh truth: You will hear “no” a lot. It’s part of the job. The key is not to take it personally. Rejection is not a reflection of your worth as a person; it’s just part of the process. Learn to embrace it, learn from it, and move on quickly. Each “no” brings you one step closer to a “yes,” and the best salespeople know how to bounce back and keep going.

Know Your Competition
Understanding your competition is just as important as knowing your product. You need to know what alternatives your customers are considering and how your offering stacks up. This will allow you to anticipate objections and position your product more effectively. Don’t bad-mouth the competition — that’s a rookie move. Instead, focus on highlighting your product’s unique benefits and how it offers better value to your customers.

Manage Your Time Wisely
Sales can be chaotic, with countless tasks vying for your attention. Learning to manage your time effectively is crucial. Prioritize high-value activities, such as prospecting and following up with leads over low-value tasks that don’t directly contribute to your sales goals. Use tools and techniques like time blocking, CRM systems, and automation to stay organized and efficient. Remember, time is your most valuable resource. Use it wisely.

Never Stop Learning
The sales landscape is constantly evolving, and what worked yesterday might not work today. The best salespeople are lifelong learners. Whether it’s reading books, attending seminars, or seeking mentorship, commit to continuing to improve. Stay curious and open to new ideas and always look for ways to hone your craft. In this business, stagnation is the enemy of success.

Be Resilient and Persistent
Sales is a rollercoaster of highs and lows. There will be days when everything goes right and days when nothing does. Being resilient and persistent in the face of challenges is what separates the good from the great. When things get tough, remember why you started and keep pushing forward. Persistence doesn’t mean being pushy; it means staying focused on your goals and not giving up when obstacles arise.

Focus on Value, Not Price
It’s easy for new salespeople to get caught up in price wars, but selling on price alone is a losing game. Instead, focus on the value your product or service brings to the customer. Value is about more than the product itself; it’s about the total experience, including customer service, support, and the relationships you build. When you sell on value, you differentiate yourself from the competition and create customers willing to pay a premium for what you’re offering.

Starting a career in sales is like embarking on an adventure. There will be challenges, but with the right mindset and a solid foundation, you can turn those challenges into opportunities. The lessons above are not just rules; they’re the building blocks of a successful sales career. It’s only common sense that if you take them to heart and apply them diligently, you’ll not only survive, you’ll thrive.

To the new salespeople: Good luck out there, and remember, success is a journey, not a destination. Stay committed, keep learning, and never lose sight of the value you bring to your customers.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.