Selling isn’t something you do to people, it’s not something you do for them either. Most salespeople are busy talking at people, making presentations or asking questions to try and figure out how to sell them their product or service. I’ve been asked often, “What’s wrong with that? Isn’t that the purpose of selling?” My answer is an empathic, “No!”
Selling is something you need to do with people. Sales are a result, not the purpose of selling. Selling is a noble profession, a vocation really, when it is done with people, to help, serve and do what’s best for them. Selling is only perverted when the sale becomes the purpose or focal point and money becomes the aim.
If you truly want to increase your sales, grow you business and make more money, you’ll begin to be a ‘servant on a mission’ to help people. Then, and only then, will you begin to connect and communicate with people. Because then, people will connect and communicate with you. The intention to make a sale and the pressure applied by businesses, sales managers and sales trainers to make sales the focal point, or intention of a sales engagement, has damaged the profession of selling by creating mistrust of, and contempt for, salespeople. The intention to make a sale, makes people retract from salespeople. In the end it sabotages the very result everyone wants…More sales, more customers and more money.
When you become a ‘servant on a mission’ you also become an advocate for consumers and buyers. You become the trusted advisor who’ll be invited to lead and guide people on their buying journey. You’ll begin to make customers, not sales! Your business will grow and your results will amaze you when you let the sale be an outcome, a result of a higher purpose to help, serve and do what’s best for the buyer. When you engage people in a sales conversation with their interests as the focal point, not yours, they can feel it and you become different. Make no mistake, until you do this, you will look, sound and act like every other salesperson and your results will not change and your passion for the profession of sales will not grow or be fulfilled.
Become the ‘servant on a mission’ and separate yourself from the pack so you’ll be invited to lead and guide the buyer on their buying journey. Great salespeople have always been servants who let the sales be a result of their service not the focus of their efforts.
By Mike Moore