“If You Can’t Smile, Don’t Open A Business!”

Portrait of a female executiveAn ancient Chinese proverbs says that a person should never open a store if they can’t smile. The question is, what in the world does smiling have to to with opening a store or any business? I believe that smiling people are basically happy and likable. This makes sense because if you’re not a likable person then you won’t do very well with customers that come into the store. It’s kind of the same concept that applies when you are designing the store itself-you would want to create an atmosphere that is likeable and will attract customers to the store. To achieve this, you may implement innovative lighting design; work on the store’s layout; go now and look at in-store entertainment options; and more. So, if there are salespeople dealing directly with customers in the store, they too should appeal to the customer in a way that makes them happy to do business with you. Looking at this way, it does make sense on some level to say, that if you are frowning or angry all the time, you will have a hard time convincing anyone to buy anything from you. You will probably have an even harder time dealing with disgruntled workers and customers if you’re not a likable person.

I think this proverb would apply even more to a sales person trying to persuade someone to buy something especially IT. This is how the article applies to computer business owners who will need to be good sales people if they want to grow their managed services business with good sales and marketing techniques.

If you’re a computer consultant then you will need to be able to smile to prospects if you want to generate a good rapport on your IT sales leads. The simple reason is because companies do business with vendors that they like more than any other reason combined. In fact, I can’t tell you how often prospects tell our agents that they don’t care about saving money. However, when we tell them that it’s important that they like ‘like’ our rep because we know they already like their current IT consultants, they almost always agree. This illustrates how important it is to be likable when you’re in the sales game. Being likable is almost more important than having a lower price or even a better service model. However, we don’t want to convey in any way that all you need is to be likable and it won’t matter what your services or prices are. You can’t sell based on personality alone but it is a crucial part of the formula for success with IT services marketing.

Well what if you do a personal evaluation and realize that you’re not the most upbeat or likable person out there, what can you do? No matter how you feel and no matter what’s going on, you can always ‘fake it till you make it’! This is a very old sales mantra which means that if you don’t have such a positive attitude you can force a smile and force or fake that likability until this becomes your natural demeanor. If you’re dedicated to growing your business with IT lead generation then you need to take account of your likability and take steps to improve!

John Black is the Marketing Director at MSP Telemarketing and has over 10 years experience marketing for IT providers and var marketing to help get them more IT sales.