The true measure of the success of any business is the bottom line—sales minus cost of sales. That's about as bare bones as you can get when looking at it. Managing the cost of sales is an analytical process. It's pretty much black and white. Managing sales, however, is a different matter.
While certain aspects of the selling process can be analyzed, there is always one factor in every selling situation that can cause you to toss your statistics out the window. That one factor is people. Selling is a people business and you need people skills in order to succeed. People skills include:
1. How to make a positive initial contact with potential clients
2. What to say to peak their interest in your product or service
3. The right words to say to get a confirmed appointment to demonstrate your product or service
4. Putting people at ease, getting them to like you, trust you and want to listen to you
5. Asking the right questions to learn whether clients truly need and will benefit from your offering
6. The words and actions necessary to present your product or service in the best manner for each client
7. What to say and do to answer any concerns raised by potential clients
8. How to ask for the sale
9. How to ask for referrals from every sale (and non-sale)
10. The implementation of strategies to gain loyalty and future business
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