Business Sales – The Secret of Selling

Business Sales – The Secret of Selling

Regarding business sales and marketing, a great man once said that the greatest aid was not a technique but rather a hungry crowd. Imagine a hungry crowd pouring out of a football stadium. In the street outside, there's a hot-dog stand. A delicious aroma is wafting up. Does the hot-dog vendor need to sell his hot-dogs? No.

The hot-dog vendor is not a sales person. He's an order-taker. And that's fine – as long as he has a hungry crowd and no competition.

With other sales situations, it's trickier. Most markets are so mature that it's difficult to easily distinguish one product or service from another. Have you been to a showroom recently to buy a washing machine? There's a bewildering variety of makes, with dozens and dozens of features – information overload.

To make a successful choice, it seems as though you need a PhD in washing machines. Now some people love doing all the research, reading comparative reports, etc, etc – which is great if you have lots of time and enjoy researching.

However, once you go to buy something else, such as a camcorder, you run into the same problem; it sees as though you need a PhD in camcorders.

Most of us have either the time nor inclining to get PhDs in washing machines, camcorders, vacuum cleaners, etc. We just want to quickly and easily buy what's best for us. And often the best way of doing this is to use the services of a salesperson, a problem-solver, who will help us solve our problem with the right product or service.

Often we have an anti-sales bias. Selling is seen as rather seedy, slightly sleazy, not quite respectable. Yet we sell with a CV. We sell at a job interview. We sell when we're asking someone out on a date. Selling? We do it all the time!

The truth is that selling is vital. Without sales, companies go bust. Without sales, there's no money to fund schools, hospitals and museums. The sad thing is that, through fear of selling – which is really fear of rejection – most aspirant salespeople burn out and give up.

Ironically, with a little application, most people could go from being 15% good at sales to being 50% good at sales. Would this make a massive difference to their businesses – and their lives? Yes it would.

The word 'sale' comes from the Swedish word 'selle', which means to serve. A good, ethical salesperson serves others by being a 100% trustworthy problem solver. Many religions maintain that serving others is the greatest thing that we can do with our lives. And, with ethnic selling, it can also make you seriously rich.

The secret of successful ethical selling lies in following this order of priority:

Always do the right thing, ethically. Be as close as you can to 100% ethical, 100% trustworthy, in all your actions – not just selling. See yourself as utterly ethical and trustworthy. Your customers will soon 'pick up the vibes' and choose you over your competitors.

Then do what's best for your customer. If a product / service is genuinely best for him or her, that's the one to focus on – even if it means far less commission for you.

Then do what's best for your company.

Then do what's best for you.

In other words, be thoroughly unselfish. Concentrate on helping your customer. Be a problem solver – focussed on solving his or her problem.

By knowing that you're always doing what's best for others, you'll start to feel good about yourself all the time. And your customers will pick up on that feeling. They will know that they can trust you implicitely. And they will want to buy for you.

Take this secret. Use it in your business … and in your personal life. Believe me, it works. You'll feel better about yourself, your customers will benefit and your business will benefit.

And, while you are busy working harder, but not smarter, many CEOs are totally FEDUP of your lack of creativity and collaboration skills.

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