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Guest post by: Riley Cardwell Become an Author

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We’ve heard about and seen books and audiotapes that promise to turn us into champion sales people. A lot of these books and tapes even claim to have certain “secrets” that we can’t do without if we want to succeed in business.

And yet so many of us who buy those books and tapes fail to achieve what the authors promise. Why?

The reason is simple. A lot of the time we’ve bought the books or tapes in the first place because we’re at a point in business where financially our back may be against the wall. Whether we’re just starting out, or have been in business for a while and hit a slump, we’re gripped with a feeling of desperation. We might even be saying to ourselves, “I’ve got to close some sales to pay the bills.”

However, when we come from this point of view and try to sell, it rarely works. People sense our desperation and choose not to buy. This of course only intensifies our feelings and panic may even set in.

Anyone who has been in this place knows how difficult it seems to get out of it. And yet it is critical to break out to succeed. But how?

First and most importantly, stop trying to sell. It’s vitally important not to look or sound like you’re selling. Focus on your product or service instead of your own needs. This in itself will redirect you in a way that will shift what you’re communicating to your prospective customer. Next, focus almost entirely on the wants and needs of your customer.

Listening is the key! But stop listening to the voice in your head that says you need to close a sale now, and instead listen fully to what your prospective customer is telling you.

Listening for their problems and complaints is the single most important thing you can do. Why? Because these are the steps to the sale!

Here’s the real definition of selling – helping people make a decision that’s best for them. Since most people have a hard time making up their minds about anything, it’s up to you to help guide them to that decision that will most benefit them. And that usually involves your product or service, doesn’t it? But you can’t do this until you’ve stopped the chatter in your own head long enough to hear what their complaint is in order for you to propose the best solution.

Getting your own needs and income out of the way is hard. But it’s difficult to get something when you really need it. Wanting in life usually works far better than needing. So remember, stop needing to sell something. Want to help others first, and help yourself in the process.

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