Knowledge is power. Application of relevant knowledge makes a great difference.
Experience has taught me that achieving success in life or in business is a function of strategy, tactics, models and actions. You must be intentional if you truly want to achieve your goals.
Therefore, success in the art of selling is about what I call, The Five Weapons of The Salesman. I developed the concept after investing almost three decades in the sales and marketing world. The first time I developed the five weapons of the salesman, I sent them to Brian Tracy my mentor … to get his opinion and he went through and exclaimed, wow!
These weapons work in any season and environment. Any salesperson who explores the weapons will stand out in his or her endeavours.
Let’s explore them:
1. Integrity: I see Integrity as the mother of all the attributes of the salesman. The first law in my book: The 25 Unbreakable Laws of Sales says: The Salesman and the Conman are the same except for integrity. The character of integrity will distinguish the salesman all the time. Integrity is the first product the salesman must sell to the target market.
People buy people. The more you show the character of integrity, the more you attract people to your side. In the final analysis, people will buy from people they love and trust. You can take this to the bank!
2. Positive Attitude: In salesmanship, Attitude is Everything. Brian Tracy once said that Bad Attitude is like a flat tyre, you can’t move anywhere until you change the tyre. I totally agree with this legend. A positive attitude is the way to go. Negative attitude must be discarded. Note that you must sell yourself first before selling your products. You sell yourself that people see first, before selling the product they are yet to use. Once more, I say, People Buy People. The more your prospects and customers buy your positive attitudes, the more they buy your products and services.
The salesman must believe in himself, in his company and in his products and services. The more the salesman does this, the more he or she sells productively. This is the smartest way to meet or exceed sales targets. This is the way to defeat negative attitudes that stop salespeople.
3. Product Knowledge:
Have you seen where people give what they don’t have? If this happens, then know that something is wrong somewhere! Giving what you don’t have is like selling what you don’t know. You can’t sell what you don’t know!
The more you study your products and the benefits your products offer to your target market, the more you sell. You must know the features, advantages and benefits of your products and services. Benefits in this context must mean value to the customer or prospect. What is beneficial to customer A, may not be beneficial to Customer B. You must personalize value and benefit. I have often said that I don’t believe in generic proposals. You must personalize your selling. You must individualize your offerings. The way people differ is the way their needs differ. So the more you know your products and services, the more you will know how to present them to meet the needs of customers and prospects.
The salesman must discover and know about the target market before selling his products or services. You must show people why they should buy your products. This is done during product presentation. To be outstanding, you must seek to know more about your company, products, services and marketplace.
4. Relationship: Harvard Business School study says that 21st Century Selling will be Relationship Selling. As a sales and marketing expert and training consultant, I agree with HBS. When we started our business ten years ago, we had two strengths that worked for us, these strengths still work for us today; they are Competence and Robust Relationships with our clients. These strengths covered other initial weaknesses experienced by start-ups. The more the salesman builds mutually beneficial cordial relationships with the customers and prospects, the more he or she sells. Once more I say: People Buy People! The more the salesperson wins the heart of the customer, the more he or she expands his sales figures and the more he delights his target market.
The salesperson needs to know the personality type and behavioral pattern of his or her customer or prospect – in order to relate better with him or her. This is why Sales Intelligence is important in salesmanship. Sales intelligence is where you use data and information gathering to determine how to delight your target market.
Note that a good sales and marketing person is a good researcher. The more you know, the more you discover better ways to delight your audience and of course, the more you sell.
Don’t be in a hurry to sell, rather, be in a hurry to develop robust relationships with your customers and prospects. This is advanced selling skills. This is where the sales happen!
5. Performance:
High performance of the salesman is the lifeblood of the business. The number one reason businesses excel is high sales. The number one reason businesses fail is poor sales. Salesmen are expected to bring in good results. No excuses! Successful salesmen don’t tell stories, they show results. A salesman who consistently fails to perform isn’t a salesman! In all you do as a salesperson, your efforts must translate into more sales, or in building friendly relationships with customers and prospects; every other thing is commentary!
The five weapons of the salesman is a model that helps the salesman in all seasons. Any salesperson who understands and applies the five weapons will always be at the top, no matter the season.
Keep Selling!
Move from good to better, then to best.
George O. Emetuche,CES
Brian Tracy endorsed serial bestselling author, accredited training consultant, sales and marketing expert; and convener of Nigeria Sales Conference.
Update
Register to attend our annual Masterclass on: Sales, Marketing, Strategy and Personal Effectiveness.
South East/South South Edition
Date: Saturday, 22nd August, 2026
Venue: Toscana Hotels, Enugu.
Theme: Productivity and Selling: The Meeting Point.
Lagos/South West Edition
Date: Saturday, 5th September, 2026
Venue: Dover Hotels Ikeja-Lagos
Theme: Beyond Selling
Enquiries, see flyers, visit website, or call, 07060559429