A sales manager recently described his travel day with a rep who needed to close more business. They called on six prospective accounts and the manager expected to close on three. When I spoke to the rep, he described the manager as too direct and complained that his tactics made the rep uncomfortable. I thought the sales manager’s actions demonstrated advanced selling skills, however.  To gain perspective on the best approach to a sale, let’s look at the psychodynamics of the successful salesperson.

Important characteristics

Here are the characteristics I believe are most important to closing deals.

  • Self-confidence – It is critical to walk into a prospective account with the confidence that you are going to close the sale. Believe that your customer needs what you have to offer. Know your product.
  • Be engaging – Whether you are talking to the receptionist, an employee you pass in the hallway, or the decision-maker, ask questions and listen. If you can get a person to speak to you for 15 minutes, they will trust you. As Zig Ziglar used to say, “People don’t care how much you know until they know how much you care.”  Be engaging —let your prospect know you care.
  • Knowledgeable – Have confidence that your product or service is something the customer needs. Don’t share information that isn’t requested. Keep answers brief and always ask another question.
  • Trustworthy – Being trustworthy is doing what you say you are going to when promised, and in the manner, you described. 

Close the deal

The sales manager described above had the confidence and knowledge to close the deal. He could engage his customer in productive discussions and gain clients’ trust. Use psychodynamics—self-confidence, engagement, knowledge, and trustworthiness —to create long-lasting, strong customer relationships and close those deals!