Sales is not about being pushy or manipulative; it’s about building trust and relationships. In this episode of Career Can Do, Mary Ann Faremouth interviews sales expert James Rankin about the art of selling and the key skills required to be successful in this field. James is the Chief Marketing Officer for Moody Insurance Group, and the author of over 14 books on sales, training, philosophy, and literature. He has extensive experience in sales and sales management. In this episode, James shares his insights on the power of persuasion, the importance of product knowledge, and the changing landscape of sales in the post-COVID world. He also emphasizes the crucial role of trust in the sales process and highlights the need for salespeople to be ethical and passionate about what they do.
According to James, sales professionals are drawn to the economic opportunities that come with the profession. In sales, a person’s value is directly related to their efforts: this means that they maximize their time. He believes that a salesperson’s optimism and hope are what keep them productive and balanced. On the other hand, many people are afraid to go into sales because of low self-esteem, James tells Mary Ann. He introduces his Diamond Program, which assesses the four areas everyone needs to succeed. These include self-image, self-esteem, meaning, and philosophy. Your self-image is what you see so you’ll never rise above your self-assessment. Your self-esteem is how you feel about what you see, and it’s important to understand your strengths and weaknesses to build your self-esteem. He believes that meaning and purpose are necessary to find satisfaction in your work, and your philosophy is essential in determining your life’s direction.
For corporations to attract and retain salespeople, James believes they must follow Doss’ Theory P formula, which emphasizes preparation, performance, and potential. He also stresses the importance of attitude, skill set, and the ability to present a persuasive presentation. Additionally, corporations should focus on creating a positive company culture, providing opportunities for growth and development, and rewarding their employees for their efforts. By doing so, companies can reduce turnover, which can directly impact revenues.
James emphasizes that salespeople should not only focus on selling, but they should also become experts in marketing. James emphasizes the need for ethics and long-term relationships with clients, and Marianne agrees that trust is the common denominator in any relationship. A solid relationship can turn a client into an advocate and influencer. Social media has become a significant marketing tool, and salespeople must do their due diligence and understand their clients’ needs to build trust.
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