What is Selling?
What is Selling?
'To persuade (another) to recognize the worth or desirability of something.'
This definition assumes value. It assumes that you recognize the value of whatever it is that you are selling. Inherent in the definition is the concept of worth or desirability.
I also looked up 'salesperson,' 'saleswoman,' 'salesman,' 'sales clerk,' and my favorite, 'sales talk.' The definition for 'sales talk' was, 'a line of reasoning or argument intended to persuade someone to buy something.'
Whenever I do a workshop or teleconference, I frequently ask participants, 'What are the words that come to mind when you hear the word, 'salesperson'?' Invariably, I hear back words like, 'manipulative,' 'dishonest,' 'unethical,' and 'sleazy.'
In the dictionary, however, when I looked up all of the above sales words, none of the definitions referenced 'manipulative,' 'dishonest,' 'unethical,' 'sleazy,' or anything particularly negative. The language in these definitions was actually quite neutral and several of them spoke of value.
Unfortunately, in our culture, the words 'sales' or 'sell' are viewed with disrespect. The words no longer simply mean to persuade someone of the value of what you are offering. Instead they carry the baggage of images of untrustworthiness and deviousness. This is a misconception that does an enormous disservice.
Far too often, entrepreneurs and sales professionals buy into this stereotypical image of sales and see the activity of selling as negative and untrustworthy. They feel that if they are selling (or being perceived to be selling), they are doing something that is not quite right or that has the potential to be not quite right. It's as if there is a line drawn someplace, but they don't know where that line is or when they've stepped over it. It causes them to be cautious and careful and worry about how they are perceived. This anxiety puts them, in their own minds, at a disadvantage and on a lower level than their prospects and customers. This is a difficult place to be. And it stops many from taking action.
Since the definition of the word 'sell' used the word 'persuade,' I looked up that word in the dictionary. It said:
'1. to prevail on a person to do something, 2. to induce to believe; convince'
Again, nowhere in that definition do we find the words, 'manipulative,' 'dishonest,' 'unethical,' 'sleazy,' or anything particularly negative. As with the word, 'sell,' the language is quite neutral.
The bottom line: Selling is persuading and convincing people to buy your products and/or services. That persuasion is based on value. If you cannot persuade and convince people to buy your products and/or services, then you do not have a business.
If you believe that selling is 'manipulative,' 'dishonest,' 'unethical,' and 'sleazy,' this belief will not support your ability to build a business. It is very difficult to sell (persuade and convince) while believing that selling (persuading and convincing) is wrong. It is time for many business owners and sales professionals to change their beliefs about the words 'selling' and 'sales.'
The truth is that most entrepreneurs, business owners and s.ales professionals are honest, ethical and believe in the value they have to offer. And that is where the focus should be.
Here are some questions to ask yourself:
1. Do you believe in the value of your products/services?
2. Do your products/services provide a benefit to your customers?
3. Do you believe in the value of what you are selling?
4. Are you doing the best you know how to ensure that your customers get what they need?
If you have answered 'yes' to the above questions, then you are proceeding with integrity. If you are proceeding with integrity, then obviously you are not being 'manipulative,' 'dishonest,' 'unethical,' and 'sleazy.' You can persuade, convince and sell with your head held high.
If you answered 'no' to the questions above, then get out of the business. It's not a fit for you. Find something else to do in which you can believe.
Let's reclaim the words 'sell' and 'sales.' Let's redefine the words to mean, 'to persuade and convince with integrity.' Let's remember that value is inherent in the definition. Then everyone would understand that as long as they proceed with integrity and as long as they believe in the value of what they are selling, selling is an ethical and moral act.
© 2007 Wendy Weiss
What is Selling - To learn more about this author, visit Wendy Weiss's Website.
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I looked up the word 'sell' in the dictionary. This is what it said:
'To persuade (another) to recognize the worth or desirability of something.'
This definition assumes value. It assumes that you recognize the value of whatever it is that you are selling. Inherent in the definition is the concept of worth or desirability.
I also looked up 'salesperson,' 'saleswoman,' 'salesman,' 'sales clerk,' and my favorite, 'sales talk.' The definition for 'sales talk' was, 'a line of reasoning or argument intended to persuade someone to buy something.'
Whenever I do a workshop or teleconference, I frequently ask participants, 'What are the words that come to mind when you hear the word, 'salesperson'?' Invariably, I hear back words like, 'manipulative,' 'dishonest,' 'unethical,' and 'sleazy.'
In the dictionary, however, when I looked up all of the above sales words, none of the definitions referenced 'manipulative,' 'dishonest,' 'unethical,' 'sleazy,' or anything particularly negative. The language in these definitions was actually quite neutral and several of them spoke of value.
Unfortunately, in our culture, the words 'sales' or 'sell' are viewed with disrespect. The words no longer simply mean to persuade someone of the value of what you are offering. Instead they carry the baggage of images of untrustworthiness and deviousness. This is a misconception that does an enormous disservice.
Far too often, entrepreneurs and sales professionals buy into this stereotypical image of sales and see the activity of selling as negative and untrustworthy. They feel that if they are selling (or being perceived to be selling), they are doing something that is not quite right or that has the potential to be not quite right. It's as if there is a line drawn someplace, but they don't know where that line is or when they've stepped over it. It causes them to be cautious and careful and worry about how they are perceived. This anxiety puts them, in their own minds, at a disadvantage and on a lower level than their prospects and customers. This is a difficult place to be. And it stops many from taking action.
Since the definition of the word 'sell' used the word 'persuade,' I looked up that word in the dictionary. It said:
'1. to prevail on a person to do something, 2. to induce to believe; convince'
Again, nowhere in that definition do we find the words, 'manipulative,' 'dishonest,' 'unethical,' 'sleazy,' or anything particularly negative. As with the word, 'sell,' the language is quite neutral.
The bottom line: Selling is persuading and convincing people to buy your products and/or services. That persuasion is based on value. If you cannot persuade and convince people to buy your products and/or services, then you do not have a business.
If you believe that selling is 'manipulative,' 'dishonest,' 'unethical,' and 'sleazy,' this belief will not support your ability to build a business. It is very difficult to sell (persuade and convince) while believing that selling (persuading and convincing) is wrong. It is time for many business owners and sales professionals to change their beliefs about the words 'selling' and 'sales.'
The truth is that most entrepreneurs, business owners and s.ales professionals are honest, ethical and believe in the value they have to offer. And that is where the focus should be.
Here are some questions to ask yourself:
1. Do you believe in the value of your products/services?
2. Do your products/services provide a benefit to your customers?
3. Do you believe in the value of what you are selling?
4. Are you doing the best you know how to ensure that your customers get what they need?
If you have answered 'yes' to the above questions, then you are proceeding with integrity. If you are proceeding with integrity, then obviously you are not being 'manipulative,' 'dishonest,' 'unethical,' and 'sleazy.' You can persuade, convince and sell with your head held high.
If you answered 'no' to the questions above, then get out of the business. It's not a fit for you. Find something else to do in which you can believe.
Let's reclaim the words 'sell' and 'sales.' Let's redefine the words to mean, 'to persuade and convince with integrity.' Let's remember that value is inherent in the definition. Then everyone would understand that as long as they proceed with integrity and as long as they believe in the value of what they are selling, selling is an ethical and moral act.
© 2007 Wendy Weiss
What is Selling - To learn more about this author, visit Wendy Weiss's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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