MUNCIE, Ind. -- Creating and maintaining strong relationships with customers is the key to highly successful sales forces, says a Ball State University distinguished professor.

Those strong relationships result in repeat orders year after year, said Ramon A. Avila, a marketing professor and director of Ball State’s Professional Selling Institute.

"I think a lot of people confuse selling with the sale of unsought goods," said Avila, who is also the George and Frances Ball Distinguished Professor of Marketing. "The days of hit and run sales are over. From a long-term profitability standpoint, you can’t just make a one-time sale and get out as fast as possible.

"Today, selling entails building relationships and helping customers solve their problems," he said. "You want your customers to know your products and count on you as their information source."

Avila believes professionalism is quickly erasing the old perception of salespeople as the lowest rung on the corporate ladder.

Corporations are demanding sales people to be highly competent with strict dress codes and college educations.

"A good sales person has to be attractive in the sense that he or she is properly groomed, wears the right clothing and is knowledgeable about the product," Avila said. "You only get one chance to make a good impression."

To be a good sales person, the individual also must have:

• Basic character qualities that include dependability and stability.
• Strong relationship skills to develop working friendships with customers of all ages.
• Mental abilities that allow for adaptability to new and changing technologies.
• Maturity to do the job without a superior constantly checking on his or her status.

"In sales, you have to assume a lot of responsibility because no one tells you when to get out of bed or go to an appointment," Avila said. "Your boss may only be with you once or twice a month on the road.

"You also have to take success and failure gracefully," he said. "You have to be able to hear the word no and not let it get you down. That is tough because only about 15 percent of all sales calls are successful. Cold calls, or those made to someone you really don’t know, are only successful about three percent of the time."

(NOTE TO EDITORS: For more information, contact Avila by E-mail at ravila@bsu.edu or by phone at (765) 285-5189.)