First, let’s get it out of the way that I am no sales guru. Of course, like you, I have done my share of sales over the years; all small business people have. Whether it is closing the deal or getting a client to finally pay up, selling is a large part of what we do.
And yet, although I am not the sales expert, I have been fortunate enough to get to meet and speak with some of the best, and those folks amaze me. Whether it is Tom Hopkins or Zig Ziglar or Jeffrey Gitomer, the top sales professionals all seem to have a few things in common:
- Not surprisingly of course, they are great communicators and speakers
- They exude self-confidence
- They seem tireless
- They have a system
But most of all, one trait they all seem to share is that they see sales as a whole lot more than sales. For them, it is a calling, a gift even. If I could distill what I have learned from these top salespeople, it would be this:
Sales is not about sales, sales is about being in service.
What I mean is that for the very best salespeople, while the end result is surely to get the sale, the path is, dare I say, an almost spiritual one. It is about serving their customers, understanding their needs, and helping them achieve their goals. If they do that, the sale comes, almost as a byproduct.
Sure, we all hear about this sort of stuff as we go through our business career, but the great salespeople really mean it. It is sort of like golf (although I warn you that taking golf tips from me is a big, big mistake): The harder you try, the worse you do.
So too in sales.
The only sales secret you will ever need to know is this: Let go. Try less. Don’t try at all. Give more. Help more. Sell less. It is all the same thing.
For once the customer knows that you really have their interest at heart and that it is your goal to help them accomplish their goal, whether that means you getting the sale or not, you are home free.
It’s magic: Abracadabra – sell less and you sell more.