Ever since I was a child I have been fascinated by heraldry; castles and coats of arms have always done it for me. As such when I decided to start my own business our logo was always going to have to be a crest. As with the heraldic families of medieval Europe the crest identifies us and tells everyone who sees it the story of who we are.
As such it is made up of a series of components that identify a number of the traits of successful and professional salespeople. I used them to always remind me of traits that are important to succeed in selling and to be the best that I can be:
The lion symbolises being brave, that a salesperson needs to put themselves forward in order to succeed and reminds us to act with courage, to not let doubt and fear stop us.
The oxen signifies strength and the need to keep going, even when the going gets tough, to never give up and remain stoic in the face of adversity and challenge.
The eye signifies the importance of being observant. It stresses the importance of not taking things in isolation or on face value, but to look for congruency; that what is being said and seen are the same and not contradicting. It signifies the importance of questioning where things are uncertain until we see them clearly.
This symbolises quality being equaly to service and value. It stresses the need to demonstrate our quality and service before we give the price so our prospects and customers realise that what we are offering equates to excellent value for money.
This element of the shield signifies the need to differentiate ourselves and ensure we stand out from the crowd where we are selling against the competition. It is to remind us it is our job to differentiate ourselves rather than hoping our prospects and customers will come to that conclusion on our behalf.
The handshake symbolises the importance of asking for and obtaining commitment. Whatever we are doing our goal in every interaction should be to gain commitment; commitment to progress an opportunity and commitment to choose us at the end of the sales conversation.
The helmet symbolises preparedness. Just as the knights of old used to pre[are for battle by adorning their suit of armour so a professional salesperson needs to ensure they are well prepared with product, market and competition knowledge as well as a researching our prospects to facilitate us identifying how we can help them.
Confidence is a key factor in succeeding in sales. Prospects buy from successful salespeople, those who are certain they can help and benefit their audience. Confidence comes from knowing what we are doing, understanding our purpose and being ready to make it happen.
Enthusiasm is infectious in selling. If you are positive and motivated about your products and services and how your prospect will benefit from using them your prospects will be enthused to buy from you.
Everything is built on belief. Belief that our products and services are right for our prospects and customers, belief that we have understood their needs correctly, belief in ourselves; that we have the skills, knowledge and ability to progress an opportunity through to a sale.
Just as in days of old, as knights and their followers rode into battle under the flag and shileds bearing their crest so we head to face our challengers and competitors in the noble cause of sales.
Ready, steady, charge …!