How to Crack the Sales Code

Sales isn’t that difficult if you apply some simple rules…

Secret ingredients:

  • Communication
  • Attitude
  • Follow through

The basics

Sales success doesn’t just happen. It requires tolerance for mistakes, critical analysis and commitment. Read more to discover the secret ingredients for sales success.

No second guessing

The rules are simple, know what you want and go get it!

Follow through

You wouldn’t believe how many people I speak to each day who tell me I am the only person, to call in response to their inquiry.

I think the same goes for customers who turn up to a store or showroom to browse at products. How many times have you walked in to look at something without any acknowledgement from sales staff?

It doesn’t take much to extend a friendly hello and a smile. Yet, many sales assistants fail to greet their customers – let alone fulfil their wants and needs. Think about the people you buy from.

First mover advantage is a major factor to win the attention of customers who express an interest in a product or service we offer.

Pay attention to customers and establish rapport with them.  Take the time to create a relational experience. Be genuine. Show your customers you care about the things which are important to them.

Adopt the mindset of first mover advantage. If at first a customer doesn’t buy from you. Surprise them with a follow up call. Surprise them with an added extra such as an opportunity to do something they haven’t done before.

When I wanted to buy my first brand new car I couldn’t make my mind up between a Mini Cooper or an Audi TT.

When I told the sales assistant what choices I was considering he replied by saying; “they are two very different cars”.  I said; “Aha, but they both represent fun!” He immediately arranged for me to take a Mini home for the weekend.

When I returned the vehicle he let me know about a couple of spots he had left on a Mini driver training day on a race track with an ex-super motor race instructor. The day included lunch (which I could take or leave) and two laps with our Instructor at the end of the day in his specially modified Mini. I was promised over 170 km/h on the back stretch and a hair raising speed on the hairpin.

That sales consultant picked up on the cue I gave him about my desire for fun. Not only did he ensure I left the showroom with a test drive Mini the day before, (the Audi showroom was across the road), he offered me a once in a lifetime opportunity which sweetened the deal. Needless to say I bought a Mini!

Sales success is about relational rapport. When we respond to the cues our customers give us we change their day and if they are lucky we change their lives.

Whether you are knew to sales or want to improve your results with customers the first step is to show genuine interest.

Next find out what your customer wants and needs. This can be achieved with subtle open ended questions. How can you sell to a customer when you don’t know what matters to them?

Listen for what motivates customers with genuine interest and they will reward you.

All of these things build rapport. One of the most important ingredients to sales success.


You’ve heard it before now you’ll hear it again, attitude is everything when it comes to sales success.

I once turned up at an airport to wave off a friend who took a university holiday job to nanny four children on a month long family holiday to the United States.

On arrival all six of them looked like real hillbillies as they rocked up to check-in with their belongings in plastic supermarket shopping bags.

We found out later they were multi-millionaires. I learned then and there how easy and rude it is to judge people.


The key to great communication is observation.

Sale success exists in what isn’t said. To master communication, a secret ingredient to sales success takes time and practice. The only way to arrive at the pinnacle of sales success is to throw ourselves in boots and all.

An excerpt from a speech which says it so well was delivered by Theodore Roosevelt 23, April 1910 titled “The Man in the Arena”:

“It is not the critic who counts, not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, and great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of the achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”

So get the right attitude (if you don’t already have it), communicate clearly and listen for customer needs, then follow up. Don’t stop until the customer says no – three times