Selling Is Both An Art And A Science

When I first started in the investment and financial services field, more than three decades ago, the most productive representative in the company had a poster displayed prominently on the wall to his office that read, "Selling is like shaving. If you don't do it everyday, you're a bum!" The essence of that poster has remained "engraved" in my mind ever since, and that is, that yesterday's conquests are simply old news, and one must successfully do the same thing repeatedly in order to truly be a professional and an expert.

As I have trained many others in a variety of fields, including selling and marketing, training, management, leadership, negotiations, and many other areas since then, I have always incorporated the themes of everything in life being some sort of sales, and that effective selling is both an art and a science.

Why do I call selling both an art and a science? A science is something rather precise, and proper sales technique is extremely regimented. The best salespeople use the same proven technique each and every time they give a presentation. Of course, after a while, it seems like it is second nature to them, but it is still a very exact, precise, thought-out and proven methodology.

On the other hand, two individuals can follow the same basic "scientific" technique, and achieve vastly different results. That is why I am stating that selling is also an art. The most effective salespeople relate well to others, and understand human nature. Many of the top salesmen of all time have stated that selling is only a small percentage technical, while being predominantly understanding human nature.

The most effective salespeople are friendly, without being phony, and professional without being starchy and stuffy. Effective selling requires a sales person to do his homework to understand the needs of the individual he is selling to, and tailoring his presentation to address the other party's "hot button." The "hot button" is that set of circumstances, wording, and motivation that gets the other individual's attention, and motivates them to action.

Few people are actually born salespeople. While some people are more extroverted than others, and some feel more comfortable in a sales situation, these behaviors can be trained and made part of anyone desiring to become a more effective salesperson.

Motivated individuals learn the techniques, practice them, and make them part of their own persona. I have trained individuals who began as the shyest, least articulate and outgoing individuals, and developed them into professional, talented and successful sales professionals.

Once someone learns all the techniques, and then combines those "sciences" with the "art" of understanding human nature, he can and will be an elite sales professional. That is, as long as he does it every day!