At twenty years old I didn't quite grasp the concept entirely. It was not until I was out in the work force and into my sales career that his thoughts crystallized with me and started to make sense.
The RAB posted a sales tip from business author/consultant Jonathan Farrington in their "Radio Sales Today" email. It's titled "You Have to Sell Yourself". I think this is what my college professor was talking about.
Today, I get it!!!
"Just as you are selling to people, you must also remember that you are not only selling and representing a product or service, but you are in effect selling yourself.In sales, you have to be confident yet humble, knowledgable, inquisitive and carry yourself well. I can't help but think that my economics professor was right!
When beginning a sales relationship, it is important to remember a few key aspects to representing yourself well. First, be interesting. If potential customers are bored by you, they have less of a chance of being enthralled by any product or service you are representing.
Develop intellect. Of course, you are an intelligent person, but can you converse in an intelligent manner? Can you discuss related subjects with thoughtfulness and hold your clients' interest?
Never be arrogant -- never talk up or down to your potential clients. It's rude and will serve only to alienate them. Respect the buyer, and they will respect you.
Along the same lines, develop your empathy levels. If you can relate to your customers' situations authentically, it helps to build rapport.
Finally, control your ego levels. A good salesperson is patient and respectful, not an egomaniac."