Sales professionals are forced to wear many hats—negotiator, deal maker, quasi-marketer, etc. Given the many different situations they encounter throughout their career, it is integral they possess the ability to adjust their roles as needed. No matter the circumstances, there is one specific hat that must always be in place, and that is one entailing sheer customer-focused behavior.
Without a doubt, the process of buying is an emotional decision. With that said, sales managers and mentors must instill qualities that enable their sales professionals to connect better and on a personal level with both potential and existing clients. When refining their customer-oriented skills, sales professionals must keep the following characteristics to achieve heightened success. 
Sales professionals’ three Cs 
Care: Any seasoned sales professional would advise to talk less and listen more, as they need to show prospects that their needs are the number one priority in identifying the proper solution. In order to find a solution, it is important to understand the troubles prospects are having down to the minute details. Anticipation for what might happen next will also keep sales professionals prepared for all situations—whether expected or unexpected.
Commitment: All deals that are signed, sealed and delivered require a lot of elbow grease. Keeping a strong focus on committing to prospects and clients allows sales professionals to feel confident that a wrong step will never be taken during a deal. When customers are the only priority, finding a solution that meets their respective needs comes with ease.
Consistency: Let’s face it. A prospect is most likely being courted by several vendors at once. To combat the inevitable, sales professionals must offer consistent service and communication via the means they prefer while avoiding coming off too pushy. When the appropriate interactions are maintained, the chance of being viewed in a favorable light and remaining top of mind is heightened greatly.
Speaking to a need
Today, the focus of sales has shifted from product features to the decision stakeholder since buyers are knowledgeable of the marketplace and its offerings. The key to making a lasting impact with a buyer is to create relevant communications that lead to meaningful interactions. To do so, sales professionals must speak the language of love—one that directly relates to current needs.
Relevance: A sales professional only relays a message of relevance to a potential client. Is the lead really qualified? Are prospects looking for what their sales representatives are offering? How can products that sales people are offering really help the customer? The lead a sales professional pursues must be relevant to the business, and the communication should be suitable for the message.
Value: Prospects have problems, which is why they seek out a solution they currently do not possess. Among all of the other solutions offered in the industry, a sales representative needs to emphasize the value of his or her product or service. Showing examples and providing testimonials of how the product or service worked for others is a go-to strategy. Prospects need to know how a product or service will enrich lives and, most importantly, produce positive outcomes that have a direct effect on a company’s bottom line.
Relationships: Building solid and trustworthy relationships with prospects has the potential to convert them to loyal customers. Frequent communication and follow-ups in the manner that prospects prefer helps to build a salesperson’s credibility. To determine if a solid relationship is truly in place, put yourself in the customers’ shoes. If roles were reversed, would you be content?
While the aforementioned characteristics are essential for all sales professionals, one still must always be aware of their everyday behaviorisms when around current and potential clients. Keeping both these and the three Cs in mind, sales professionals will be on the road to greatness and have no problems crushing annual quotas.