This piece of advice was given to me years ago by an ex-colleague and one of the most talented salespersons I have met in my career. Immaculately dressed, he always wore a genuine smile and was ever willing to help people in need. He never forgot anyone?s birthday, would always send thank you cards or flowers when appropriate. But, above all, he inspired trust in people. He was the one colleagues would turn to when they had personal problems as he had the right words and, with him, you just knew that the word would not spread around.

Customers had his mobile phone number and he was available throughout the day answering the phone with a distinctive smile in his voice. He was one of the few I know who had a great attitude to life; nothing could let him down as he always saw the brighter side of things. No wonder most of his customers turned out to be his friends who would leave no stone unturned unless they gave him additional business.

Salesmen like this guy are a rare commodity and are very often head hunted as they constitute high return on investments and promote a great company image. Research has shown that:

• The top salesmen are those who establish rapport early and build high levels of trust in the course of the sales process.

• Personality factors account for 80% or more of sales success.

• Salesmen should relate to people from all walks of life.

• The primary reason people will choose NOT to buy from you is lack of TRUST.

The fundamentals of the sales process are: attitude, product knowledge and a structured selling process:

Attitude: That is where everything starts. If dealing with people is a hassle, if picking up a phone call from a disgruntled customer is a major headache, if achieving targets is a source of stress, then think of changing job.

Product knowledge: Smile you may but, if the knowledge is not there, you will get nowhere. Also, there will be no trust. Salespersons need to know the ins and outs of their products. They should also know their strengths and weaknesses. What the competition is offering is as important in the sales process.

A structured selling process implies defining your objectives, breaking them into manageable tasks, setting priorities and managing these goals through time.

-Prospect the market .To which contact level do you go? If Boeing or Airbus came to Mauritius to sell their planes, the salesman would go to the prime minister and the chief executive of Air Mauritius. Intense lobbying would then follow. Likewise, Nestlé would go to the purchasing manager in hotels to sell them coffee.

-Work on your presentation. Use listening and questioning skills effectively. People buy benefits. Show them how those products match their needs in promoting the benefits.

• Maintain interest whilst making a presentation.

? I too have this Nokia phone and the battery life is one of the reasons why I bought it.

? Beckham stayed in this hotel during his last visit to the island.

? As a loyal customer, I am glad to offer you a gift.

• Expect objections. In fact objections are important clues that you must not ignore as it indicates that you were not clear in your sales approach. Do not ignore them. Rephrase the objection in your own words. If appropriate, agree with the customer in part. Never contradict or argue. Seek more information if you do not understand.

-When objection is overcome, check that the customer is satisfied and offer to close the sale.

• After a sale, salesmen too often run for their lives and forget the customer. This is irresponsible. Ensure great customer service at all times as this ensures repeat business and great word of mouth.

<B>Our mystery shopping results for this week:

Star of the week:</B>

I do not know if it comes from sheer luck but I?ve always had wonderful personal bankers. I?ve never had to complain about MCB service and now, with my new Barclays account, I am overwhelmed. John from Barclays is the ideal banker. He is always available, gives me undivided attention, understands my needs, is reassuring when I freak out whilst looking at my bank account, up-sells and cross sells his services without me realizing it (smart isn?t it?) and, above all, has my trust.

<B>Cabbage of the week:</B>

I have noted that, in certain fast food outlets, not only do they have slow service but the counter salespersons have an attitude that spells out: ?You bore me. Go and get something elsewhere.? That is the feeling I get when I go to Steer in Trianon Shopping Center (but I reckon that the waiting time in that case was reasonable).

<B>by Aisha Allee Mosaheb</B>