The Thirteen Virtues for Selling

If you are searching for valuable information to become better at your profession, you have come to the right place. What’s written here is easy to read, simple to understand, and straight forward to implement. With one reading, you can expect a deeper understanding of what is required for sales success. With repeated readings and application of the principles herein, you can expect improved performance that leads to more income, more prestige, and a better quality of life. Welcome to an informative and enjoyable journey.

When I recently asked several highly successful salespeople what made them outperform, I got a variety of answers. Some said they were driven to make money. Some said they had a high energy level. Some said they were good because they were shrewd. Some said their success came from their ability to read and understand people. Some said they were organized and focused. Some didn’t know what made them successful. The stated reasons for success varied greatly. It’s not a simple question to answer.

I believe there are certain fundamentals for sales success that, if followed, increase one’s success rate considerably. It’s similar to the way a golfer needs proper fundamentals in order to execute a good shot. You can certainly hit golf balls without knowledge of the fundamentals; however, the odds for a good shot are minimal without them.

Over the years, I have attended many top-rated sales training programs that provided me with insights for sales improvement. I could enthusiastically recommend many of them. However, the unfortunate part about most of this training was that it dealt too much with the sales process (that is getting the customer to say yes) and not enough on what it takes to be a well-rounded professional. In addition, most of the training did not include adequate follow-up methodology for reinforcing what was taught. As a result, many salespeople, once trained, never review or reinforce the fundamentals and thus never achieve their full potential.

There are two aspects that define full potential. The first aspect is basic talent. The second aspect is growth through mastery of the fundamentals. Talent in sales comes from three basic areas. The first is ego drive – the desire to win or to influence. The second is ego strength – the ability to handle rejection and persevere. The third is empathy – the ability to read and understand people. When one has talent in those areas, then sales is the right profession for him/her. When one works on the fundamentals, his/her talent is developed. Achieving full potential means taking one’s basic talent and becoming all s/he can be through the mastering of the fundamentals.

In preparation for writing this book, I reflected on my thirty years of sales experience, my ten years of managing salespeople, the books that I read and the training that I attended, to come up with a list of sales fundamentals that are foundational for success. I call them "The Thirteen Virtues for Selling."

I came up with the name "The Thirteen Virtues for Selling" from Ben Franklin’s thirteen virtues. You may recall that Franklin created his virtues to pursue the unreachable goal of moral perfection. He placed each of them on a separate page in a small book that he carried with him for more than fifty years. He evaluated his performance daily. Every week, he selected one of them as a point of special focus. By using this strategy, he was able to cover all thirteen virtues every quarter of the year. This was quite an ingenious system of reinforcement. Many of Franklin’s accomplishments can be credited to this type of discipline.

The "Thirteen Virtues for Selling" are designed to be used as Franklin used his with reinforcement daily and weekly. They are designed to maximize your selling talent and thus maximize your success. The chapters that follow will give detail to the virtues; details that will help you improve, regardless of your experience level. You will be encouraged to make your own affirmation statements that will help you internalize the virtues. For now, let me share the statements that I wrote for myself.

1. Cheerfulness
– Being cheerful is a state of mind that is within my control. Therefore, I choose to be cheerful. I work on my smile and use it often. My personality is improved by my cheerfulness.
2. Professional Appearance
– I dress professionally, keeping my company’s requirements and customers’ needs in mind. My appearance is positive, my body language is relaxed, and my voice is cheerful. I work on staying in shape; it makes me feel better and more confident. My goal is to maximize what God gave me.
3. Being of Good Character
– My character is my most treasured possession. My highest goal is to be a person of integrity. I’m honest, I keep promises, and I do the right thing. I practice a balanced work ethic and persevere through obstacles. Customers know that my focus is to service their needs. I am trusted.
4. Product Knowledge
– I know my product thoroughly. I know my company. I know my competition. Most importantly, I know how my customers benefit from my offering.
5. Enthusiasm
– I’m passionate about what I am doing. I’m excited about my product and company. I keep my enthusiasm fresh and alive. My desire is to have the enthusiasm of a child. My enthusiasm excites customers and puts them in the proper mood to hear my presentation.
6. Effort
– I have a personal vision. I am disciplined about what I am doing. It’s important for me to succeed so I make a habit of pushing myself and doing all the extra things that differentiate me from the competition and help me fulfill my vision.
7. Being Proactive
– I have a sense of urgency in all my interactions with people, whether customers or associates. I anticipate my customers’ needs and act decisively to meet them. Being proactive enhances customer service and builds trust.
8. Self-Management
– I set written goals. I practice effective management of my plans. I establish priorities and spend my time wisely. I measure my performance and constantly look for ways to improve.
9. Empathy
– I’m tuned into my customers. I listen intently to understand what they are telling me – not only their words, but also their feelings. I respond to them with understanding and customize my sales solutions to meet their needs.
10. Building Relationships
– I have the attitude of a servant and it shows by the way I interact with customers. I cherish and protect customer trust. I know that relationships often make the difference between winning and losing. Strong relationships are the secret to my long-term success
11. Persuasive Communication
– I develop this skill with study, practice, and planning. I strive to listen more effectively to the verbal and nonverbal communication of my customers. I strive to ask better questions and to speak less often. I strive to make presentations that ar