Did you know that 1 out of every 4 working adults in the U.S. is a salesperson (The Simple Truths of Selling, by Todd Duncan)?  That certainly means there's a lot of competition in this profession, and success can't come easy. How do you separate yourself from the crowd and get noticed? What makes a successful salesperson today and in this economy?  This would be a great time for me to introduce a new ground breaking sales technique that is a sure thing. To tell you the truth, there isn't one.  The business section of any book store is filled with resources on learning how to sell, how to be a better sales person, improving sales techniques…etc.  However, the truth of the matter is that successful selling comes from the basics, not from new methodologies that seem to distract from the authentic sales exchange.

In the 1800s, John Patterson, who was called the Father of American Salesmanship, created selling principles that sold millions of cash registers.  He pioneered most of the basic sales philosophies we still use today ~ or should use today.  Jeffrey Gitomer revived and revisited these concepts when he wrote The Patterson Principles of Selling.  Patterson's sales strategies are as relevant today as they were 100 years ago.  He was able to effectively pioneer new sales' methods, transfer these to his team, and the rest is history ~ so to speak.  Reading this book I kept reminding myself that these basic selling principles were established and used over 100 years ago!  How did he do this?  Patterson understood where he needed to focus his efforts ~ on principles that taught his sales people how to be the best.  He valued and believed in the importance of an impressive personal appearance. He coached them on the basics of the best words to use, how to say these words, and looking the customer in the eye, and these strategies worked.  The customers trusted this process and bought his product.

At a fundamental level, the act of purchasing from the perspective of the customer is all about trust.  The customer has confidence they are getting what they need at a good price and that what is promised will be what is delivered.  Confidence doesn’t just come from the customer.  In order to be a successful sales person, you MUST have a selling attitude of self-confidence in yourself, your product, and in your selling ability.

Here are some inspiring examples of what self-confidence looks like ~  

• Michael Jordan was cut from his high school basketball team.
• Beethoven's music teacher told him he was a hopeless composer.
• Charles Babbage invented the computer in 1837. He was unable to get funding for his device so it never caught on during his lifetime.
• Colonel Sanders (creator of Kentucky Fried Chicken) was told “no" by over a thousand restaurants for more than a year while he lived in his car trying to sell his chicken recipe.
• Walt Disney was turned down by over a hundred banks when he tried to get funding to develop Disneyland.

I asked earlier- how do you distance yourself from your competition?  Along with implementing sales basics and showing self-confidence, you establish a standard of excellence!  Brand yourself.  Each of us use/buy brands that we trust because we know they will meet our expectations. 100 years ago Patterson understood this concept as he branded his sales techniques and his principles.  To brand yourself, all you need is the determination, commitment, and focus to be the best at what you do, and the passion to persevere (Gary C. Sam, IBRAND).  Socrates said it best, “The way to gain a good reputation is to endeavor to be what you desire to appear.”  How can you become memorable?

Let's look at Sam's Fundamental Pillars of Branding Ourselves:

• Unique/differentiated: Am I able stand out from the crowd? Do I offer a discernible difference not easily duplicated?
• Relevant: Am I standing out in a way that is meaningful to my customers/peers/boss?
• Credible/believable: Am I able to tell my story in a convincing manner and consistently deliver upon my brand promise?
• Esteemed: Am I running my business life (and personal life) in a way that builds respect and trust?
• Knowledgeable: Am I knowledgeable about my company, customers, my product, my competition and my industry?  

Focusing on these questions will help you build your own "personal brand."  This is what will differentiate you from the masses and will make you a top salesperson.