Most salespeople strive to be as competent as possible. Competence is important, but it’s not going to make you a great sales professional. Seth Godin, on his blog, writes:
“...competent, inspiring, passionate, obsessed, provocative, impatient, hungry, driven, adoring, inspired, an artist, a genius, someone who cares...With all these remarkable, powerful, important options available to each of us, why do so many of us default to competent?”
Godin is completely right in saying that we should all strive to be more than just competent. So what does this mean? It means that most people do not live a full pallet of emotions – both prospects and salespeople. Your job as a sales professional is to get the full pallet of emotions and to sell those emotions to your prospects. Get them passionate. Get them amped up. That's the goal. You have to get them emotionally engaged in what you're doing. You have to be “Mr. Feel Good.” When you walk into the room, people should say, "I want to be around this person. I want to take this person's advice. He’s competent, he’s professional, and he makes me feel good."