Page 76 - Lighting Magazine December 2018

on the marK
How to Cultivate SALES
STARS
The retail world has changed so vastly over the past few years that talented sales professionals are needed now more than ever.
BY MARK OKUN
As with any career, sales has a set of standards that, when followed, will provide you with success. It requires a commitment to personal growth and applies equally to the characteristics
employed in emotional intelligence and adherence to clear processes.
“Fast-talking” and “aggressive” are two worn out characteristics once considered the hallmarks of the sales trade. In a face-to-face selling situation today, neither will help you complete the sale and create a client.
deFeaT PercePTIonS, PaST and PreSenT
For decades it has been ingrained into the public to be wary of you — yes you, the salesperson. Part of this poor reputation is due to the methods of
some in the profession, as well as the image por- trayed by the internet, which has put the spotlight of transparency on us all.
Negative perceptions are not just a thing of the past. As our customer’s journey begins digitally, the ever-present internet resellers have established and solidi ed their brands around the concept of “quicker and cheaper.” We all know that if an item is not available, no amount of cajoling will get it to arrive any quicker. These are the same brand and image-building tactics every showroom and sales- person must adopt. Today we are playing catch up and the time to start is now or get le behind.
Therefore, it is essential to build your brand around the vision and mission of the company; if you’re a salesperson, build it around yourself. It all starts with a good story.
72 enLIGHTenment magazine | december 2018
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