Tom Hopkins Gives Career Advice

Last week, I posted an interview with the famous Tom Hopkins. In that interview, we discussed his new book, <...em>Selling in Tough Times - How to Sell When No One Is Buying. However, I took advantage of having him on the phone in order to ask some general questions about sales and selling. Here's some of what he told me:

• Geoffrey James: What advice do you have for somebody beginning a career in sales?
• Tom Hopkins: You've got to become a student. My book takes a step-by-step approach that can be very helpful for beginners. My colleagues Zig Ziglar and Brian Tracy also have some great ideas. When first began in sales, I was inspired by Og Mandino's book. The main thing is that you must think of yourself as a student learning a great art. There is so much to learn.

• GJ: What is the prime characteristic of a great sales pro?
• TH: It's a combination, but if there were one aspect, it would probably be the ability to view oneself as a servant rather than as a seller. If you get into Sales in order to serve your fellow man it completely changes your demeanor and the nature of the interaction. Prospects begin to relax and work with you to solve problems and come up with a win/win scenario, rather than seeing you as somebody who's trying to sell them something they don't want or need.

• GJ: What your view on the use of technology in a sales environment?
• TH: When I got started in sales, there was no email and no internet. Today, sales professionals are incredibly fortunate that they have such great tools with which to keep in touch with their clients. However, it does take considerable discipline to use those tools regularly and use them well. The primary key to success with communication is to reach out to each of your clients in the manner in which they prefer. Some people will prefer email, others may prefer a phone call. Use all of today's technology, but don't treat everyone the same unless they tell you that's okay with them. Remember: when you get a name, address, phone or email, that contact is part of your "family", so you're now committed to keeping in regular touch.

• GJ: How much time should a sales rep spend prospecting?
• TH: At first, as much time as it takes to build your pipeline. That could be as much as 95% of your time when you're new. However, once you've carved out a position in your industry with a reputation as one of the best... then selling is really fun. Remember: the true goal of prospecting is to do it enough early on so that you don't ever have to do it again.