Great Salesmen Don't Sell the USP, They Are the USP - Bob Sherman - MediaBizBloggers

Character is the key differentiator between the great majority of average sellers and the uncommon and remarkable seller. "Hotshots" are skilled openers and closers and are at the middle-upper right side of the bell shaped curve of sales proficiency. "Grunts" who never stop knocking on doors, picking up lunch tabs, and sending anniversary and birthday cards fall somewhere in the middle. "Movie goers" flitting from job to job relying on their dancin' shoes to keep a shuffle ahead of their next dismissal, are located bottom left.

Way at the right upper end are the one in ten, maybe twenty who really are the "goods."

These great sellers live to serve. They come to each client and prospect bearing gifts of self-abnegating work to solve problems and grasp opportunities for their "partners." They bring their creativity, knowledge, open mind, indefatigability and sincere concern for their constituent's well being on every call. When they ask, "how can I help you?" they mean just that. When they say, "I need a half hour of your time because I am sure that I can help you," they mean that too.

These remarkable sellers represent products and services of value (or they wouldn't be representing them) but they don't visit to sell their wares. They come to improve the business of those they visit. These sellers invest their time as if it was the capital set aside for their kids' educations. The intensity and energy they expend on behalf of their clients is selfless in nature, and meaningful in outcome. They are the ones the clients want, even need to deal with. They are the most valuable commodity the client spends their cash on.

They are their company's unique selling proposition.

Great Selling!

Bob Sherman has 40 years experience managing relationships between media companies and advertisers in old and new media from radio, cable and TV to the Internet, and from sales executive to chief executive and from the biggest media corporations to his own entrepreneurial companies. He is currently in partnership with Pilot Group, LLC. Bob can be reached at rsherman@pilotgroup.biz.

Read all Bob's MediaBizBloggers commentaries at Great Sellers Go To Heaven - MediaBizBloggers.

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