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The Golden Rule of Selling Like a Brilliant Sales Professional

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Written by Brian Tracy   

 

sales performance- Sales professional- golden ruleTo improve your sales performance and become a better sales professional, adopt the Golden Rule mentality.  The Golden Rule says to, “Do unto others as you would have them do unto you.” It also says, “Love your neighbor as yourself.” The Golden Rule mentality in sales, says simply, “Sell unto others as you would have them sell unto you.”

The Golden Rule

What does this mean? Aren’t there all kinds of different personalities that require different sales performance techniques? Well, yes and no. Practicing the golden rule in selling simply means that you sell to other people the way you would like to be sold to. The successful sales professional uses the golden rule to sell with the same honesty, integrity, understanding, empathy and thoughtfulness that they would like someone else to use in selling to them.

Become a Brilliant Sales Professional by Seeking to Understand

In order to improve your sales performance, you must first seek to understand the customer. If you would like a sales professional to take the time to thoroughly understand you and your situation before making a recommendation, you practice the same thing with your customers. If you would like a sales professional to give you honest information and to help you make an intelligent buying decision, you practice the same with your customer. If you would like a sales professional to be thoroughly knowledgeable about the strengths or weaknesses of his or her product or service, and that of his or her competitors, then you do the same with your product or service and your competitors.

Improve Your Sales Performance by “Caring”

Perhaps the most important part of golden rule selling is the emotional component embraced in the word, “caring.” A top sales professional will care about their customers. They care about themselves, their companies, their products and services, and they really care about helping their customers to make good buying decisions. If you think about the very best sales professional you know, you will recognize that they are caring individuals who maintain a high level of sales performance simply because they “care”.

They Don’t care How Much You Know

If you think about your very best customers, you will recall that these are invariably people you care about, and who care about you. When you think about the people you buy from, you will recall that they seem to care about you more than the average. In every part of your business life, you will find that the significant people all have the denominator of caring as part of their character and their personalities.

Differentiate Yourself from Your Competitors

A top sales professional, positions themselves as consultants, sees themselves as a resource for their clients. They see themselves and carry themselves as advisors, mentors and friends. They become emotionally involved in their transactions and they are generally concerned that their product or service be the ideal solution to the real needs of the prospects they are dealing with. They differentiate themselves from their competitors by being more concerned with helping their prospects than with selling their products or services. Their customers often feel that the sales professional cares more about them than they care about making a sale. And it’s true.