If you are in business, nothing happens until you sell something. In spite of this profound understanding, most professionals do not like selling. You often hear “I don’t like being sold to’ discussions around business people. This then translates to “I don’t like selling”.
Why we hate selling
Most business owners I know are not comfortable with selling.
We work hard at dis-associating ourselves with unscrupulous sales people. We don’t want to be seen to be applying high pressure and manipulative techniques to sell things people don’t want.
We spend rest of our time dressing up ‘selling’ in to something else and go in to denial.
You are always selling
Whether you like it or not you started selling as soon as you were born. You had to ‘sell’ the idea that you were hungry (by crying) to get your mothers attention. As a child you were very good at ‘selling’ the idea of what ever you wanted – whether it be sweets or toys – and more often than not, end up getting it. At school, college and university you worked very hard to gain knowledge and then ‘exchange’ that knowledge for exam results and degrees.
You had to ‘sell’ yourself to get a job, pass the driving test and get a bank loan. You are always selling.
Selling is a noble profession
Just because most people have a problem with selling, you don’t have to carry their problem. Every profession has its share of unscrupulous section including YOUR profession.
The process of selling is nothing more than exploring alignment. You are exploring whether your product or service is a match (alignment) to solve your prospects problem and exploring ways to deliver what you promise that is agreeable to both parties.
An opportunity to solve someone else’s problem and add value to their business or life is what makes ‘selling’ a noble profession.
‘Sellan’ is an Old English phrase for ‘Sell’, which actually means, “to give!”
The first step in mutual exploration
Mutual exploration starts with your marketing. To be precise it is the ‘value bridge’ you build, to bring prospects to your business. (You cannot start exploring possibilities with someone who does not know you and your business).
Your prospect should :
- have inquired about your product or service (requested a sample/brochure or downloaded a report/white paper)been educated on – who you are
- know who you work with
- know what kind of results you produce for your clients
- have seen testimonials/case studies of clients you help
Why are YOU uncomfortable with selling?
If you shy away from selling, it is time that you examined your belief system about selling. What do you feel when you think about ‘selling’?. Do you fear rejection? Do you have doubts about your products or service? Do you fear that your product or service is just average and not good enough to solve your prospects problem? Do you feel you will be found out? Do you feel uncomfortable asking for money? Do you associate selling with selling used cars? Do you focus too much on price and not value? Do you really understand the difference your product or service provides? Or do you simply believe that you are not a good sales person?
My prospects know what is good for them and they will naturally choose the right product or service for them!
Not true! (unless you are selling baked beans!). Most of us know wearing seat belt while driving will save lives, in an accident. So why do you think that most governments have to ‘enforce’ this by law? ‘Knowing’ about the value of wearing seat belts and actually ‘doing’ it are two different things. Similarly, your prospects may know what is the best solution for them. It is our job to explore whether there is a match and (if so) find a way to work together. Otherwise, you are doing a dis-service to your prospects.
Your prospects are lost and looking to be guided
Your prospects may know a lot about you and your business. They also have done their research and know a lot about your competition. The fact that they have not chosen to work with someone yet, means they are looking for guidance. Imagine your prospect standing in a dark room, not knowing which way to go. You turn up with a bright torch and shine the torch around the room so that your prospect can find her own way out. You did not ‘push’ her to the exit. All you did was shine the ‘torch’ when she was looking for guidance and help her find her own way out. This is what selling is all about. Shining the torch is a metaphor for exploring whether your product or service is a match (alignment) to solve your prospects problem and exploring ways to deliver what you promise that is agreeable to both parties.
I feel uncomfortable ‘following up’ because I may come across as being ‘pushy’
Image that you are a skin cancer specialist. You are relaxing at a beach and you come across a man and see a ‘mole’ on his shoulder and suspect he may have skin cancer. You have a brief chat with him and explain what you saw and ask him to call your surgery the next day. He thanks you and you both exchange details and leave. A day or two has passed and the man you saw at the beach did not call. Do you think it is too ‘pushy’ to phone him and follow up?
Your prospect’s life may not depend on whether they choose your product or service, but if you feel your produce/service is going to produce the best outcome, then by NOT following up you are letting your prospect down.
Broken arrow does not fly straight
Selling is what brings revenue to your business. There is no way around it. So if you are still not comfortable selling (and you are the only salesperson in your business) your revenues will suffer. There is no point in attending a course in selling and learning ‘techniques’, if you have dis-empowering beliefs that are holding you back. I encourage you to let go of your old, restrictive ideas about selling and embrace a whole new way to engage with prospects. It is all about exploring possibilities to elevate your prospects life and business to new heights.
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