Sales Success: Four Steps to the Top

by

Bruce Carter

Nothing happens in the business world until something is sold. Indeed, selling is a key element in the fire protection service industry as well. The most successful fire equipment service companies are those that focus on quality, customer service and sales.

Fire equipment distributors on the go, on the grow and prospering in the '90s are those who assume an aggressive sales posture. Let's face it - competition is stiff out there! Savvy companies are those who put all their employees on the sales force - owners, managers, service technicians and office personnel. Everyone must take an active part in selling the company's products and services and in bringing in new accounts.

So what is the secret to sales success in the fire protection business? There is no secret, really, but rather four specific steps for you to follow.

1. Attitude An in-depth study, conducted by Harvard University, reveals that, in this country, skill accounts for 15 percent of the reason an individual lands a job, excels on the job or earns a raise or promotion. The only factor that accounts for the remaining 85 percent of the reason for job success is attitude.

   The right attitude is so essential in the world of selling. When was the last time you bought something from someone you simply did not like? We tend to buy from people we do like and so do our customers. The most important part of the sales process is the sales person!

   Successful salespeople exude a winning attitude daily by:

   • smiling;
   • greeting people enthusiastically;
   • being a good listener;
   • practicing courtesy; and
   • looking the part of a professional. Good grooming is an outward manifestation of a good attitude. In the selling game, the old adage, "It's your attitude more than your aptitude that determines your altitude in life," rings true.
2. Product Knowledge Fire protection customers of the '90s demand that knowledgeable sales people have answers to their questions. Winning salespeople have the answers because they have done their homework by reading, researching and studying within their field.

   Numerous resources are readily available to help increase product knowledge:

   • NAFED's "hands-on" Service = Training seminars;
   • NAFED-produced brochures, flyers and educational videos, which are a "must study" for anyone serious about selling in the fire protection field;
   • NFPA code books;
   • NAFED's Sectional Conferences, a tremendous source; and,
   • Are you going to the top in sales in your organization? If so, meet the demands of today's tough competition by doing your product knowledge homework.
3. Selling Skills I read the newspapers on a regular basis. In the birth announcement section, I have read about many women who give birth to girls and boys. But, you know, I have never read about a woman giving birth to a doctor, lawyer, sports hero or salesperson. Now, I don't intend to trick you with this one, although I do tell my seminar audiences that I am much like a cross-eyed discus thrower - I don't set many records but I do keep the crowd alert! But the real truth of the matter is that there is no such thing as a "born salesperson." Sales is a very learned skill. Individuals just entering the world of selling must understand that success requires a great deal of work.

   Today's top producers have mastered some very specific skills and techniques like:

   • asking the right questions of prospects to uncover "hot buttons";
   • overcoming customer objections;
   • making concise and professional presentations;
   • explaining features and benefits of products and services; and
   • closing the sales - and getting the order today!

   There are some fine resources available to help the salesperson in sharpening his or her selling skills. Sales books, audio-cassette programs, video training, sales training workshops and seminars are all helpful in motivating and teaching the salesperson the necessary skills for sales success.

4. Customer Service and Following Up Have you ever bought a product or service and then been completely forgotten about by the once-helpful and once-concerned salesperson? Were you anxious to give that sales representative or his firm your business again? In these tough competitive times, service and follow-up after the sale is more than a courtesy, it's an imperative. Repeat business is the lifeblood of the fire equipment service company. It is that prompt, efficient service and courteous follow-up that keeps your hard-earned customers coming back year after year. Service is really a simple matter of doing what you said you would do, when you said that you would do it. This includes things such as:
   • returning customer's equipment clean and to its proper location;
   • being on time for appointments;
   • making sure all extinguishers and equipment are properly mounted and in the correct location;
   • double checking that all paperwork is neat and correct; and,
   • sending the customer a short, hand-written note of appreciation for his business.

No, there is really no "secret" to sales success in the fire protection industry. Like selling in other fields, it requires hard work with a positive mental attitude daily. It involves knowing your products and services and knowing them well. It is not "winging it," but mastering specific and proven sales techniques. It requires service after the sale and following through conscientiously.

No, being a professional sales person is not easy, but it is very rewarding. Follow these ideas and suggestions and I am confident you will make it to the very top of the sales ladder see you there!

Reprinted from Firewatch!