The Salesperson's Bill of Rights I

This week, here in the United States, we celebrate our 249th Independence Day! We also celebrate our Constitution, our Bill of Rights, and the free enterprise economy, of which selling is an integral part. Therefore, we thought it would be an insightful idea to review the Bill of Rights for salespeople as well. You have the right to a fair trial.

Customers and prospects often base their decisions on inaccurate or incomplete information. It is your responsibility to ensure that you fully understand how your solution is being judged and to provide relevant information about all that you have to offer.

You have the right to be wrong.

Salespeople are human, and as such, we make mistakes. It is unrealistic to think that salespeople can go through their careers without making any mistakes. The obligation for salespeople is to address mistakes promptly and completely. Once you realize you have made one, fix it. If you can't fix it, address it. Seek alternatives and let your customer know what you are doing to make it right, as well as what you are doing to prevent the same thing from recurring.

You have the right not to know all the answers.

Let's face it. Sometimes, customers ask questions that we are unable to answer immediately. It is fine not to know something as long as you gain a thorough understanding of what your customer is asking so that you can respond in a timely manner.

You have the right to be persistent.

If you make cold calls, remember it takes an average of eight touches before a prospect will engage in a meaningful conversation with you. Most people quit after three. Stay persistent. The number one reason customers quit buying from you is due to a perceived lack of interest. Do not let this be a reason your customers leave. Stay consistent with your communication.

You have the right to ask tough questions.

One huge roadblock salespeople face when asking questions is that they do not want to pry into a customer's business. We believe that you not only have the right to ask questions, but also an obligation to do so. Doctors should never prescribe medication without first conducting a thorough diagnosis. You have no right to present a solution until you completely understand what your customer needs and why. The only way to accomplish that is by asking insightful questions.

Please keep your rights in mind when selling. Remember that 'win-win' may seem a bit clichéd, but it is still the fundamental reason that selling and our economy work.