Why No One Likes to Sell is Untrue

Business GrowthFrom the latest start-up to the oldest established company, how often is the refrain heard, ‘I don’t like to sell’ or ‘I’m not a salesperson’.

Yet selling is fundamental to business growth and a necessary activity for business survival.

Without sales there is no company however large it may have grown. And don’t be fooled into thinking that as a pre-start-up company with a year’s development before launch that you are not selling. The most successful companies and people know they sell all the time.

Free the mind

Many people have an irrational fear of selling. This may stem in part from the past cultural perceptions where being in trade or ‘selling’ was seen to be beneath the class to which we belonged and therefore to be avoided.

It may also stem from selling being seen to have a whole series of complicated openings and closes. These were learnt by the unscrupulous salesman to trap us into buying something we didn’t need and a higher cost than we wanted to spend.

But turn that round for a moment. The reality is that those, who had to sell, found routines that they could learn that typically resulted in success. So in what way is this different from how we might approach a party or other social event? Socially we have learnt a range of acceptable rules that enable us to interact and behave ‘properly’. Sales is no different.

The One Not the Many

Mention the word ‘sales’ and for many the mental picture is probably a line graph getting ever higher. A salesperson is seen to measure in thousands and millions and motivated by ever bigger deals. No surprise then that most of us don’t measure up to this ideal. Or want to avoid the stress of trying to compete as we fudge along with a sale or two.

Selling is about creating relationships that result in mutual benefit. Successful selling is made up of multiple individual sales of varying values depending on the complexity and rarity of the product.

Successful salespeople focus on the individual. That focus enables them to respond effectively and efficiently to their prospect’s needs and wants in the language their prospect wants to hear. Some want to hear yes; others yes because. At the point the salesperson becomes a trusted friend; the deal is done. Again this is no different to other relationships in our regular lives.

Know yourself better then practise

It is true that some are naturally better sellers than others and may actually derive enjoyment from the process. And some salespeople naturally suit the trawling approach where they scoop many deals. While others suit the fly-fishing of prized clients so they’re gently teased to respond.

But if most of us remove the mental barriers and think of sales more as the development of 1:1 relationships, where at some point you ask and allow someone to buy, it becomes easier. Then it’s just a case of practice, because that way you get more of what you want in exchange for what someone else wants to give.