What Selling REALLY Is
One reason professionals and others hate to sell is that they don't understand what selling truly is. They have negative misconceptions about the sales process that turns them off to seeking out new business. Selling has developed a bad name because of the many poor sales types we have run into in our lives, and the stereotypical image of the used car or insurance salesperson.
Here's what selling REALLY is:
- It isn't “doing something to somebody”
- Selling isn't manipulation
- Selling isn't talking!
It's very hard to convince people to do anything; they have to discover it by themselves. That doesn't happen when you are blabbing away about how great or smart you are, or how wonderful your company or product is.
- Selling isn't lying
- Selling is helping
You not only lose good work, but have now infected the client relationship through the intrusion of a competitor. Because humans still cannot read minds, we must ask how and if we can help someone.
Selling is very akin to being a doctor. "Where does it hurt?" is something a doctor would think and say. Not only do we need to proactively see how we can help our clients, but there are others out there in the business world that need helping, too. How can we know, except by talking to them?
Change your mistaken perception of what selling is and find you are motivated to help people, instead.
Allan Boress, CPA, CFE is the published author of 10 books on marketing and selling professional services, including a best-seller, The “I-Hate-Selling” Book now in its seventh printing. He has trained over 200,000 people in the art of selling and personal marketing worldwide. Visit www.allanboress.com for all sorts of articles and ideas. Email firstname.lastname@example.org.