The Four C's of Sales Success


Every business, no matter the size strives to be successful, but that leaves us with the lingering question of "what does it actually take?" 

Sales is full of wins and losses, but a great way to keep your wins high and your losses low is by mastering the Four C's of sales, as put by Randy Riemersma, President and Co-Founder of Span the Chasm

The Four C's simply put consist of Confidence, Competency, Commitment, and Caring. 

1. Create Confidence 

"Confidence is key": a saying that you've heard so many times before and is starting to sound like a cliche, but the funny thing about cliches is that they are cliches because they are usually true. Your confidence reflects outcome. Your client needs to be confident that you can bring them the outcome they desire. If you lack confidence about your skills for success, then you create the risk of failure. It's pretty simple math: Higher confidence means lower risk and vice versa. 

2. Competency

KNOW YOUR MARKET! When it comes to sales and absolutely killing it, you need to be knowledgable in every aspect of your prospect's market. A good rule of thumb is to be as smart, if not smarter, than the smartest person in the room. Especially with areas related to the client and how your product or service will be a solution to whatever their needs may be. Create an outcome for the client that they can emotionally and rationally attach to. 

3. Commitment

Leave the commitment issues at home. You absolutely must commit to a process that works for you and stick to it. Anything and everything that will maximize productivity, do it. This will increase the control of your sales activities and minimize the chance of others controlling you and taking advantage. Be respectful of your time and others will follow suit. 

4. Caring for the Client

Last, but certainly not least, this is the most important element of the four C's. Your client is human with human problems and human emotional stressors. This is when you put your needs aside to focus on their's. You are the one providing the service, and in turn that means that the client expects for you to care for THEM, not the other way around. Be genuine, interested, and concerned for their problems. Come up with a solution that will make them happy, and try to stand out while you're doing it. After all, the happier the client, the happier you will be in the end.

Story by: Hannah Bagley