The classic "I don't want to sale," line is heard today a lot when people get started as a business owners. It always seems surprising to me as I mentor people that one of the first things they try to do in presenting an item or service is to 'sale' the person on their reasons they need it.
Two main frustrations with this mentality of "I don't want to sale". First of all everyone sales, every conversation is a sale. It happens more subtly but everyone is either being passive about their needs, passive aggressive about their wants or needs or aggressive about their agenda or assertive about theirs and the other parties desires. Assertive is the 'win-win' that you hear Dr. Stephen Covey and many others talk about. The second frustration is that "I don't want to sale," is really what I want to hear when I am coaching someone. I don't mean this to be confusing, I simply mean to say that most business models today are about marketing. There is a huge difference that I will explore in a later paragraph between the two.
Most of the time when I hear "I don't want to sale," it is out of ignorance. What needs training is that you need new skills to learn to market.
Everyone is already natural in their unique way in sales. If a new set of marketing skills can be added then it would eliminate the pushy pressure of irritating sales. If a marketing mentality can be achieved then an abundance mentality will replace a "this person has to buy or else", fear. All I know is that the leaders in the small business and entrepreneurial world don't need any one individual. If you came along and robbed a leader blind of all their financial means they would be on top in under five years again because of the skill set that has been developed over time. The sales people however may not be so fortunate which has appeared to be the case with many who have seen the tides turn in their current supply and demand economy (heavy supply, light demand).
What is Marketing? Simply for contrasting sales and marketing- Marketing is finding qualified customers or business partners based on interest, financial means, or desire towards a product/service or opportunity. What is sales- completing a transaction with an individual who may not have been in the market, but over the course of convincing and at times overselling has chosen to exchange money with the seller.
This may be subtle but lets take for example a Lamborghini dealer. Does he know the value of his vehicles? Absolutely!!! Does he sale his vehicle. . . hmmm not really. A $260,000 vehicle does not need to be sold it is bought. It is marketed through its reputation. Why in the world do you not see a commercial, no need. The customer who can afford the car has had desire, an interest and the means to finance that vehicle. One of my mentors drives such a beautiful vehicle, and I can tell you irrespective of the person who provided the paperwork for him to sign the car was his long before he parked it in his driveway.
How does this compare to the used car sales that everyone uses as an example of pressure sales. When a person walks on to a car lot especially today, there are about 5-6 salesman who compete to convince, what can this person afford, not what is there interest. If I can get them into this car at this cost my commission looks like this, if I lower then it looks like this, if I am too set they walk, if I am not kind enough then the cost gets lowered even more, I need this sale, what about a soda to lubricate the offer. . . Not once does the buyer have their desires, interests, looked at over there financial means. It may be mentioned but the primary time spent at the dealership is about the bottom line. This is okay and is a craft to its own but resembles a tug of war.
So what? Well here is the deal amateurs convince professionals sort. Amateurs ask what's in it for me (sales). Professionals find out what is in it for the buyer and if there is purchase that is eligible to be made (marketing).
Simply put if you want to become an expert develop an abundance mentality and find out if the customer future business partner's interests, desires, and financial means match up with a good candidate for your product/service or opportunity and stop convincing a square peg it can fit into a round hole.
Joshua Andrus
www.hiresite.info
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