14-Apr-2011 18:11

I can’t sell! – Huh, I can?

Many business owners, company founders & creative guys have a negative attitude when it comes to sales and promotion.

I couldn't count all the people I’ve encountered in business who blandly state, “I hate selling & I’m terrible at it...”

So, what exactly is it that gets otherwise excellent business heads and brains thinking that they can’t ‘do’ sales, and worse, actually dislike the process?

There are several misconceptions, myths and false impressions associated with ‘Sales’.

Firstly, many consider ‘sales’ and salesmen to be sleazy and more than a little grubby.
Our perception of salesmen normally involves a mental image of a rather pushy double-glazing salesman or a belligerent car-showroom sales chappie who’d sell his soul just to reach his weekly targets..

Secondly, consider this…
Are many of us actually ‘trained’ to sell?
We often read voraciously about our industry, we try to keep up with latest innovations and we glibly follow trade news..
But selling? Hmmmm…

Thirdly, our bosses and team leaders expect pretty fast action and results.
Sales advice and product prompting may be basic, but we live in a fast-moving world and bosses impress upon sales people the importance of ‘closing that deal’ and successfully obtaining that important contract signature or ‘yes’ before the competition, and at the first meeting.

Sales should be seen rather as a process and should be focused upon getting to the next stage in the sales process.

Fourthly, we all fear and worry about ‘rejection’.
In most tense sales opportunities there are three possible results: yes, no & maybe.
We all dread that ‘no’ and so we may be just that little bit too nervous to push at the correct time and close that elusive sale...

Fifthly & possibly most important of all - depending on the value of the service you are ‘selling’, in order to get a client to actually buy from you and from your services, there normally needs to be a common element of trust and credibility.
This may take time to develop & thus by extension means that the sales cycle & process for higher value services and products can often be long and protracted.

All of which makes sales that much tougher.

Together with everything else the, by now poor & hapless salesman has to worry about, following up his leads, retaining contact with the prospect and keeping him warm is often pretty low down the list…

Can you add anything to our observations?

We would appreciate your comments…

Norman