“Sell Without Selling!” … “Never Sell Again!” … “Salesless Selling!”
Have you noticed the proliferation of teachings and articles telling you that you don’t need to sell in order to … sell?
I often hear salespeople try and deny they are salespeople.
Examples: “I’m in sales but I don’t really sell…I just help people.” Or, “I don’t consider myself to really be in sales.” This sales-denial is not meant to be dishonest. They really believe it when they say it.
What’s the confusion? Like most things, it goes back to a false premise; in this case, the term “sales” or “selling.”
If you believe that selling is somehow immoral or … yucky, you’ll do practically anything to avoid identifying yourself with it. This makes total sense, doesn’t it? The challenge is that — since you know you are in sales — that is a disconnect costing you a lot of money in lost business. Just as importantly, it’s keeping a lot of people who would have benefited from your product or service from doing so.
In Go-Givers Sell More, John David Mann and I responded to several false definitions of selling. Sales is not a talking people into buying something they don’t want or need; it’s finding out what they do want or need and helping them to get it.
Sales is not taking advantage of others, but giving them more advantage through your excellent products or services (assuming it genuinely meets their needs and can benefit them).
Sales is not about taking but about giving. Heck (yes, I said “heck” — I apologize) 😉 the Old English root of the word “sell”, “sellan” meant…”to give.”
And, exactly what do you give when you sell? You give time, attention, counsel, education and empathy. And, most of all, you give value.
You should be proud of that, proud to be in sales, and proud to say that you are a sales professional.
Of course, what the non-selling claims at the beginning of this post and others we often see are trying to communicate is “selling without using manipulative tactics.” I understand. And, again, I’ll go back to the premise: If you really believe that selling is based on “tactics of manipulation” (actually, this describes a con-artist, not a salesperson) and you are an honest person, then that false definition is hurting your sales. After all, how do you effectively do something that — in your gut — you feel is wrong.
So, reframe, my salesperson friend. And, do this by understanding what sales is and — just as importantly — what it isn’t. Focus on providing your exceptional value to the lives of many, and thrive.
Oh, and do products ever actually “sell themselves?” No. That’s why you are so badly needed.
Enjoy this post? Receive an update when our next post is published by entering your best email address below and clicking Get Updates.
Great reminder as I work through a new company launch. It’s an exciting experience and having the right sales mentality makes the day more exciting. I’ll share this with as many people as possible!
Oh, very cool, Marie. I love it. Best wishes for great success to you and your team!
Bob,
Thanks for the reminder, this needs to be passed on to everyone who has ever been a salesperson-in the true sense of the word. HECK, I AM A SALESPERSON…yes I said….salesperson 🙂
Thank you, Steve. And, yes you are!!
Bob – GREAT post! It’s a good reminder that “selling” is not a dirty word! If we don’t sell our product or service, how the heck will people know they are supposed to buy it? But, as you say (and I love your books), it’s all about providing value and HELPING people with what they need.
Thank you, Deb. I love it. Very well said, my friend!
Bob
Another great observation from the master of distillation, taking a complex subject and simplifying it down to a few words: GIVING &VALUE! Thanks for the reminder…
Mark Matteson
Hey Mark, thank you so much. Greatly appreciated!
Great point, Bob!
At a recent networking event for people in the helping professions, the presenter asked a number of participants what their biggest obstacles were. Over and over again, people said that they felt dirty about “sales.”
So when I was asked what I do, I said, “I help people release mental blocks so they can enjoy and thrive doing things they know they really need and want to do.”
(Funny, my card says, “Hypnotist.”)
Shortly thereafter, I got a call from one of the attendees, who was struggling with old ideas about sales and marketing being sleazy. The result was that I am currently working on a self-hypnosis CD called “The Modern Marketer: Visualizations for People with Something Great to Sell.”
Though I’ve run into a slight snag in reproduction, the CD should be available soon.
Bob – Thanks for the wisdom that you have passed on to us Salesmen! Yes, I am a SALESMAN by choice. I own a sales and marketing business and my income depends on the giving of something of value to my customers in exchange for something of value (Money). I under promise and over deliver, which makes my customers very happy! 🙂
Sales is the oldest profession known to man (Satan sold Eve on an idea in the Garden of Eden). It is an honorable profession. Bob, you over delivered again, my friend 🙂 As Zig Ziglar would say, “You can have everything in life that you want if you just help enough other people get what they want.”
Tom, I love it. Beautifully and elegantly said. You done made all us salespeople proud!
Excellent post Bob. Rightly you said, “You should be proud of that, proud to be in sales, and proud to say that you are a sales professional.”
Coming from IT background, I do relate to a lot of IT Professionals and interestingly, most of the IT Professionals want to build a business, design a magical product but contradicting their own business intent, they also proudly admit they CAN’T SELL. When I ask, “How will your miracle product sell?”, they have no idea…
The same people have 30 versions of their resumes in market, give hundreds of interviews to just get a job, but they feel they are not selling anything.
I guess Sales is one of the best kept secrets which everyone does all the time, but hardly a few people understand. Thank you for this awesome post. You really empower your readers every time you say something.
Regards,
Snigdha
James, that’s terrific. Not only the understanding you have, but how you’ve found a need that others have and for which you can provide the solution. Now THAT’S selling!
Snigdha, you wrote: “they also proudly admit they CAN’T SELL. When I ask, “How will your miracle product sell?”, they have no idea…”
Exactly! Good (GREAT!) for you for being able to “sell the idea of sales” with such a terrific question. You just empowered US, my friend, with your superb example of what selling is!
Thank you Bob. Thank you very much
Good words Bob. Thanks for clarifying what selling really is!
Leon, thank you!
Great article ,I read so many articles that started to make me think sales was ne!ver to be part of my thinking! The article reaffirmed it’s a giving word and is the action I am involved in that should make me feel proud !
Carol, you just made my day. Thank you for saying that!
Great post and comments. I believe that everyone is a salesperson to some degree if you interact with other people (or have pets). Even a hermit is probably selling themself something.
When we started our business (yes software Snigdha) we knew that sales were necessary but somehow deep down thought of it more like a necessary evil. I think many people believe that if they do something well or build a great product word of mouth will carry the day.
We now know that branding, marketing, sales are the key to any business give a reason for a product or service. No sales, eventually no product. Sales are the connector between the world and what you do. Your lifeblood in business.
This means restructuring our business and more importantly reframing ourselves and our beliefs to support this.
No time like the present to move forward. Ok, I admit it, I am in sales. There. Said it. Embrace it. Phew.
Thanks Bob.
Awesome, Doug. Terrific wisdom throughout. Only thing I would say is that sales isn’t something one should feel the need to “admit.” I like your word, “embrace” much ‘more better-er’;-)
Bob you are truly unbelievable.
Your character seems to outshine the true embodiment of someone who is of character strength: a true businessperson/salesperson/networker.
Where does this genuine concern and love of other people come from?
For example, I know you don’t make any direct money replying from our posts but why is it you always find the time to give us that “personal touch”? the true warmth that builds a relationship w/ others?
I honestly am so intrigued with that, and I love it. I want to be like you, Bob.
You are truly great!
All the best
Carlo, thank you, my friend. That is very, very kind of you to say! Of course, don’t be like me…be like Carlo! 🙂
Thanks again and you are welcome!
Generally I thought a successful person is a leader whom everyone follows around and has very limited time. But you seem to be quite the opposite Bob. I don’t mean that in a bad way at all. From your book itself “The Go Giver” you truly are someone who is that kind of being. Not one who takes and takes but really someone who gives i.e. time, effort, concern, empathy, etc. Amazing!
You deserve all and even more success!
Cheers and may God bless you 🙂
I appreciate that a LOT Carlo. Thank you!!!!!
I just re-embraced my inner and outer sales person.:)
Excellent post Bob.
I am so happy I read this….I am really really good at finding out what my clients want and or need and i am really really good at exceding that need. Is that boastful to say?
Amy: Awesome, my friend. Not boastful at all. And, through reputation I know that is indeed how you run your business!
Bob,
Great post. That same perception is the source of so much call reluctance as well.
To borrow another analogy fromThe Go Giver, sales people should look at themselves as being the ultimate connectors. They connect people with needs to a product or service that makes their lives better. And for providing that valuable connection, they earn a living.
Jeff: Thank you. I LOVE that! Great points! {And, you illustrated that very well in your new book, “The Unexpected Tour Guide” which is an absolutely terrific book! http://amzn.to/1pJEP4z}
Re-frame and embrace are two very powerful words Bob – especially when used in conjunction with each other. While I love the premise of your post – and the central point of selling – your wisdom here is applicable to most situations in life.
Re-framing does not mean changing or ignoring – it simply means to look at something differently – to Move the Flashlight. Embracing anything requires some degree of acceptance and without that no change can occur.
thanks as always for your wise ‘framing’ of key topics
Bill: Thank you! I love your interpretation. Terrific! Then again, that’s why you’re a branding authority. You know how to…frame concepts in the most powerful way! 🙂