Twelve months ago, I republished my “Twelve Golden Principles of Sales” which received a fantastic response, so I thought it timely to update them in light of this year’s events. So, in effect, this is version 2.0, including the original introduction; it looks like it will ask for an annual update every year, hope you enjoy it.

I got a call from an alumnus this week who is designing an induction program for new recruits about to start a career in sales. He asked me if he had to create the “12 Golden Principles of Selling”, what would I come up with.

Clearly, this is not only a highly subjective view, but I also found it excruciatingly difficult to narrow down my initial list of essential selling rules to just 12. However, given the fact that this exercise is designed to provide guidance for salespeople just starting out on the first rung of the ladder, here is my take on the 12 Golden Principles of Selling.

Principle 1: Always sell to people

This may seem obvious, but it cannot be stressed enough: You are not selling to an organization or a conglomerate, but to real, real people. It’s important to remember that everyone is different, so you can’t sell to everyone the same way. Second, no two sales are the same, even to the same company under similar circumstances.

To become a good salesperson, it is not enough to know how to sell. He should aspire to become a people expert. It may sound shocking, but the best professional salespeople like people!

Remember, people buy from people, they always will.

Principle 2: You have to sell yourself

Just as you’re selling to people, you also need to remember that you’re not just selling and representing a product or service, you’re actually selling yourself. When starting a sales relationship, it’s important to remember a few key things to represent yourself well.

First, be interesting. If potential customers are bored with you, they are less likely to be captivated by whatever product or service you represent.

Develop the intellect. Of course, you are an intelligent person, but can you converse intelligently? Can you discuss related issues thoughtfully and hold your customers’ interest?

Never be arrogant, never talk good or bad about your potential customers. It is rude and will only serve to alienate them. Respect the buyer and he will respect you.

Along the same lines, develop your empathy levels. If you can authentically relate to your clients’ situations, it helps build rapport. Finally, check your ego levels. A good salesperson is patient and respectful, not egotistical.

Principle 3: You must ask questions and you must also listen to understand

A good salesperson knows what questions to ask and when. Develop your interrogation techniques, always remembering the traditional rules of interrogation:

That? Where? When? Which? Because? WHO? And how?

Continually test your understanding of the situation by asking questions and checking that everyone is on the right track. Remember also that God has given us two ears and one mouth; we must use them in that order! Successful sales professionals talk 20 percent of the time and listen 80 percent of the time. It is crucial that new salespeople develop their active listening skills.

Principle 4: Connect and develop

Sales 2.0 has arrived and unless you want to be left behind, you need to take full advantage of every opportunity that comes your way.

Think social media – LinkedIn. Jigsaw, Twitter, Plaxo – sign up and start building your network. Use these facilities to gain an inside advantage by learning more about your prospects/customers/suspects.

Participate in sales communities such as: Top Sales Experts, Sales HQ, Sales Gravy, Salesopedia, EzineArticles and The Customer Collective and interact with like-minded and forward-thinking professionals.

Principle 5: Features should be linked to benefits

It’s a standard sales component, but it bears repeating and remembering the connection between features and benefits: Features are common, but benefits are personal and specific. When describing the product or service you’re selling, use “link phrases” when describing the benefits of the features you’re showcasing. Say: “So-and-so is a feature of this service, which means that . . .” Remember to be specific.

Principle 6: Sell the results – Paint a picture

You want the outcome for your prospect to be optimistic, but you need to get it across. Find out your prospect’s “top wants” and customize the benefits for him or her. Describe the end results of the transaction and how it will improve your prospect’s life.

Principle 7: Logic cannot be trusted

Emotion drives 84 percent of all purchasing decisions, not logic. What are the main buying emotions? They include ego, security and pride of ownership, greed, health, prestige, status, ambition, and fear of loss. Be very aware of these emotions when you approach, interact, and deal with your customers.

Principle 8: Selective product knowledge is the key

A good salesperson realizes that buyers buy solutions and results; they do not buy products or services. Learn the specific aspects of your product or service that will create the desired result for your customer.

Principle 9: Aim to be unique

You want to convey to your customers a “me first” attitude, rather than a “me too.”

Every business, every company, every product has something that is unique, and this is what you need to emphasize. Look outside the square and identify the uniqueness of your product, your service, your company, and yourself. Learn to create real value propositions that pass the “so what” test

Principle 10: Do not sell by price

Selling for price is simply a loophole. You should value your expertise, your products, and your services, and price accordingly. Always keep the end result firmly in your mind.

Remember, anyone can give away business. Selling simply on price means we don’t need salespeople! Just because we’re selling in tough economic times, doesn’t mean you drop your pants every time you ask.

Principle 11: Present your solutions

When we present our proposals, instead of sending by mail, fax or email, we increase the probability of a sale by a factor of 10 if we do it in person. This is your chance to impress all the members of the DMU (Decision Making Unit) and to do your job, which is to sell yourself; your solution and your company take it with both hands. Why rely on someone else to sell for you, which is what you do when you simply mail in your proposal?

Principle 12: Be professional at all times

The highest compliment a client can pay you is to describe you as “professional.” Don’t worry about being loved, about being respected. Customers don’t buy from you because they like you, but because they are willing to trust you.

Being a professional is not one thing, there are three: it is what you do, what you say and how you present yourself.

And finally……… Selling is the most wonderfully exciting, fulfilling and rewarding career in the world, but only if you sell successfully.

Someone has to be the best, why not you?