In an earlier article I asked whether selling is more of a skill or a discipline.

My take on it: It comes down to about 80% discipline, and 20% skill.

Some people took umbrage with my view, probably because they want to glorify this fine occupation of ours, making it seem difficult, and therefore somehow more professional.

But the real difficulty is summoning the discipline to do what has already been proven, in millions upon millions of transactions, over many decades, to get buyers to buy.

For instance, its well known that smart practitioners sell benefits and not features, alone.

The car salesman doesnt simply push a hybrid because it consists of two styles of propulsion under the hood. He talks about its overall economy and efficiency, which during the course of ownership will add up to big bucks, especially as gas prices soar.

That salesperson has learned to say: This is a hybrid, AND HERES WHAT IT MEANS TO YOU.

That meaning phrase is crucial, not only because it prepares the client to hear the benefit. It is a prompt to the seller himself, to ALWAYS SELL THE BENEFIT after he has mentioned a feature.

This is sales discipline at work. It isnt something we do some of the time: We must do it all of the time.

Likewise, the ABCs of selling, as youve probably heard, are translated as follows: Always Be Closing.

There should be no such thing as a sales talk that isnt driven to a close, or an objection that is countered that isnt followed by a close.

You have to ask for the sale; thats basic, and once may not be enough.

What makes you ask, over and again?

Youve got it: discipline.

Remind your salespeople about its importance, and if you sell on your own, keep selling yourself on what discipline means to you!