If you are in business you are in the business of selling. Maybe not directly but in one way or another that’s what you do. The trouble is most off us HATE selling. We got into the business we are in to do the thing that do. Selling is just a means to end, we sell so we can do the thing we do and get paid for doing the thing we do.
There are people of course who love selling. It’s what they get up for, it’s what energises them. Selling is the thing that they do. In face what they sell is almost an irrelevance, as long as they can sell that’s what’s important.
So most of us don’t like selling but if we want a make a living and want to do the thing that most energises us, we have to at least try and sell ourselves and our wares. So here are my five thoughts on selling.
- Remind people of their need. When we are not into selling I think we miss this. We tend to remind them of what we have to sell. If I walk round IKEA I can see lots of things, sofas for example. I can clearly see what they sell. I need to be reminded I need something to sit on. Something stylish. Something durable. Something in my price range. Something that will in some way, when I sit down, fulfil my innermost “sitting down” needs. Once I reach that point selling is easy and buying is a done deal.
- There is a big difference between you knowing the importance of something and a potential client knowing it. Try to think how a stranger thinks. Not everyone thinks they way you do. Just because it is perfectly obvious to you does not make it so to other people.
- Work hard at overcoming your fear of rejection. Nobody likes rejection. So when you offer something to someone and they say no it’s natural to feel rejected, as if your whole life has come crashing down. It hasn’t. They have not rejected you as a person, they have just declined your offer and there could be a whole host of reasons why they have done that. The best thing you can do is find out, as dispassionately as possible, why they rejected your offer and then learn from it.
- Make a commitment to deliver something to people they value. By reframing your mindset and understanding that your job isn’t to trick or manipulate the buyer into making a purchase decision, you’re freed up to focus on engaging customers, answering questions, and selling the value behind your products.
- Engage with people before trying to sell to them. This works in person every bit as much as it does online. Get to know people a little better. Understand what they do. You may come to the conclusion that they don’t need what you have but at least you will save the time and energy of trying to sell to them. I think The Apprentice has a lot to answer for the idea that sales have to be rushed. OK it’s a TV show and not real life. In real life, nurture sales and do not be in an indecent rush to close the deal.
Happy Selling. If such a thing exists.