When I give talks I jokingly say that landscaping is the oldest profession, and yet there is also a saying that sales is the oldest profession. Regardless of which occupation wins, the two certainly go-in-hand. Yet, only 22 percent of all design-build companies have a formalized sales plan, process and a dedicated person responsible for selling.

What you love to do is design beautiful places, enhance the environment and make customers’ dreams become a reality. These are noble intentions, but somehow the sales process has become a necessary “evil” and the word itself is seen as dirty.

Perhaps understanding the true definition of the word “sales”—exchanging one value for another—will help to give it the respect is so rightly deserves. Sales is a critical element that not only fuels your business, but our entire economy. If we think about the value we bring to the customer, and the overall return on investment we generate for them, we can begin to think about sales as a noble profession and of our sales people as business catalysts.

One of the telltale signs of a great sales person is a sense of curiosity—an intellectual and unstoppable curiosity for:

• Understanding the customers’ needs
• Resolving the customers’ problems
• Identifying opportunities that your company can provide better than the competition.

A great sales person also has the desire to see your company’s processes and products applied successfully to the customer’s needs. He or she wants the customer to understand the advantages and value you bring to the job, and can clearly articulate and communicate that advantage, in various forms. A professional sales person has the intelligence and commitment to understand and apply both unique and standard solutions to completely satisfy the customer’s goals.

What makes salespeople good

The desire to exceed expectations when possible (with the understanding that a salesperson is only as good as his or her last sale or service call) is critical to success. Good salespeople also understand that every market offers fierce competition. How you stack up (your strengths and weaknesses) also is important—they want to work for a winner. They understand that sales goes well beyond making sales calls and taking orders, and that having a process for staying in front of customers will make it very difficult for the competition to squeeze in. That’s a must-have sales ability.

Great salespeople also have the capability and commitment to follow-through on actions and troubleshoot situations to achieve a goal. This is a great formula for on-going customer relations. Take a good look at your salespeople and see if they have what it takes. Not only are they your business catalyst, they are the lifeblood of your company.

Judy Guido is principal of Guido & Associates, a learning organization that has been helping green companies grow their people and profits for over 17 years. If you have any questions call her at 818-800-0135 or write her at judy@guidoassoc.com.