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Selling is Evil?? July 15, 2012

Posted by viper42 in Business.
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Everyone has an image of a sales person right? The pushy guy at the dealership convincing you can afford the $50,000 car. How about that telemarkerter that somehow got your number and is
offering the vacation of a lifetime. Sure we all have these notions of sales people being annoying to deal with. But…is selling really evil?

Well courtesy of an article I read in Success Magazine, the answer is no. Much of this has to do with perception as you can see from the above examples. To describe how to best approach sales the article defined it great with a quote from Dan Sullivan of Modern Marketing:

“Selling is getting someone intellectually engaged in a future result that is good for them and getting them to emotionally commit to take action to achieve that result.”

So what does that mean
My take on that is the following: To get someone intellectually engaged about what you offer, you must learn about what the person wants….NOT what you want. This is where the perception issue comes in. If you are not listening or seeing what your prospective client is telling you, you are not engaging them. The examples above show that. The dealer just wants to move the best car on the lot. The telemarketer is already starting a pitch and they have not even bothered to ask if you are interested. I guess you have to like hang ups there.

Selling, with its poor perception, is vital to our economy. Think not. Ok. How does your hospital know that one antibiotic should be used more or completely over another to treat an infection. Part is just the science. The other…sales reps. Yes they compile data from the competition and show them why. Does not always work but it happens. The article mentioned Martin Luther King Jr. He sold his vision of the future before it existed with regards to racial discrimination. He sold it well and engaged the whole country till it became real. Sadly, there will always be the pushy rep who is just plain sleezy that will keep the Evil perception going.

Sales is not a bad thing when its done considering the needs or wants of the person. But the key is leaning about the person first. You must offer value to a customer or it wont matter what you have. More and more, especially now, people are less trusting of large companies and corporations. The customers want to know who they are dealing with. So if you are in sales….Engage the customer or client. Learn what they want first before the pitch. You are not evil so long as you show concern for the customers wants, not yours.

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