“Sell Without Selling!” … “Never Sell Again!” … “Salesless Selling!”

Have you noticed the proliferation of teachings and articles telling you that you don’t need to sell in order to … sell?

I often hear salespeople try and deny they are salespeople.

Examples: “I’m in sales but I don’t really sell…I just help people.” Or, “I don’t consider myself to really be in sales.” This sales-denial is not meant to be dishonest. They really believe it when they say it.

What’s the confusion? Like most things, it goes back to a false premise; in this case, the term “sales” or “selling.”

If you believe that selling is somehow immoral or … yucky, you’ll do practically anything to avoid identifying yourself with it. This makes total sense, doesn’t it? The challenge is that — since you know you are in sales — that is a disconnect costing you a lot of money in lost business. Just as importantly, it’s keeping a lot of people who would have benefited from your product or service from doing so.

In Go-Givers Sell More, John David Mann and I responded to several false definitions of selling. Sales is not a talking people into buying something they don’t want or need; it’s finding out what they do want or need and helping them to get it.

Sales is not taking advantage of others, but giving them more advantage through your excellent products or services (assuming it genuinely meets their needs and can benefit them).

Sales is not about taking but about giving. Heck (yes, I said “heck” — I apologize) the Old English root of the word “sell”, “sellan” meant…”to give.”

And, exactly what do you give when you sell? You give time, attention, counsel, education and empathy. And, most of all, you give value.

You should be proud of that, proud to be in sales, and proud to say that you are a sales professional.

Of course, what the non-selling claims at the beginning of this post and others we often see are trying to communicate is “selling without using manipulative tactics.” I understand. And, again, I’ll go back to the premise: If you really believe that selling is based on “tactics of manipulation” (actually, this describes a con-artist, not a salesperson) and you are an honest person, then that false definition is hurting your sales. After all, how do you effectively do something that — in your gut — you feel is wrong.

So, reframe, my salesperson friend. And, do this by understanding what sales is and — just as importantly — what it isn’t. Focus on providing your exceptional value to the lives of many, and thrive.

Oh, and do products ever actually “sell themselves?” No. That’s why you are so badly needed.

As a libertarian, I respectfully make no bones about my belief that the highest value a country can embrace is the rights of the individual. With that, government’s major legitimate function is simply to protect those rights. This creates an environment where people can create value and trade freely with one another. (protected from force or fraud).

This results in a hugely prosperous society for all; one in which the poor are much better off and where charity abounds for those who truly cannot help themselves.

Very understandably then, I’m often asked if my belief in the rights of the individual conflicts with Law #3, The Law of Influence, from John David Mann‘s and my book, The Go-Giver:

“Your influence is determined by how abundantly you place other peoples’ interests first.”

Before answering, let’s take the question even a step further: “wouldn’t this focus on the rights of the individual make being part of an athletic team, a business team, a charity or committee nearly impossible? I mean, if one (or, if everyone!) is putting their own individuality first, how can they put other peoples’ interests first; how can they be part of a cohesive, effective unit?

Here’s my response to both:

A rational individual understands that he or she benefits most from cooperation with others (i.e., an “other-focus” rather than a “self-focus”).

A very simple example is the person who sells a product or service. They complete the sale (accomplish their individual goal) only by providing value to the other person. To do this, they must focus, not on their own needs, but on the needs of that person. By the “nature of the thing” they must put the other person’s interests first.

Now, take that same principle in terms of any type of relationship, whether business, social, sports, or romantic. It plays out the same way every time.

Politically speaking, the question might be: “Well, if individuals are so much better served focusing on other peoples’ interests, why, Bob, do you take such issue  with big government and Socialism? After all, this is where the rights of the individual are totally subjugated and the interests of the whole are put first?

Aside from the fact that socialism hurts the masses (especially the poor and middle class) and freedom helps everyone, the reason is simple: One is based on choice and the other on force.

And, to me, that makes all the difference.

Your thoughts?

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This afternoon at 4:00 ET / 1:00 PT is our big teleseminar. I hope you can join us (will be recorded, as well, if you cannot attend live). I’ll share with you Benjamin Franklin’s famous system that helped make him immensely more effective both personally and professionally. You’ll learn the 13 traits Ben chose to improve upon, and exactly how he did it. When I discovered his system more than 10 years ago, I immediately began applying it in my own life and my change was dramatic. Let me help you do the same. For information and registration, visit www.MasterYourTraits.com.

In a recent post it was suggested that before we could influence others regarding the value we provide them, we must first influence ourselves. In other words, we must understand (and really embrace) the great value we provide if we are going to be able to successfully communicate it to our prospective customers and clients.

In the comments section we received a ton of wisdom-filled responses.

One of them, by Fresno, California-based Networking Authority, Beth Bridges brought up a point I totally missed. She suggested that, basically, what is now natural for us is of much greater value to others than what we consciously realize. Actually, here are her exact words:

 “It took a lot of experience to learn and get good at what I do. Funny thing is that after a while, we forget how hard it was to get to that point. It seems ‘easy’ to us and looks easy to people who see us do it. But they still value the particular thing that we do — especially if it’s hard for them — while we might think of it the same way we do our other habits. Just something we ‘do.’

“For me, then, it becomes an issue of SEEING. I see things that other people do that is easy for *them* which I value greatly which they probably think is ‘no big deal.’  Then I switch roles and see what *I* do from their perspective.

“It helps me understand how I create great value by doing something that looks ‘easy’ and also makes it easier for other people to do.”

Thank you, Beth. Absolutely right. I can’t tell you how often I work with someone and point out the brilliance of something they have said or done. Typically their response is, “Oh, that’s nothing. Everyone knows/does that.”

Actually, no, they don’t. You know it and you do it because you have faithfully practiced your craft and honed it over many years. It’s of great value…it’s of enormous value to others. But, you must acknowledge that and realize it.

So, let’s all take Beth’s superb and wisdom-filled advice. As part of influencing ourselves on the exceptional value we have to offer others…let’s first make sure and “see” it.

Important question: With this in mind, what exceptional value do you bring to the table that you haven’t taken the time to really “see?”

Before we can influence others, we must first be able to influence ourselves that we have something of value to offer. I mean, if *we* wouldn’t listen to us…why would anyone else?

At my live programs, I often bring up the story of my great friend, Amy Wells, owner of The Bridal Salon of San Antonio, Texas. After attending a program she decided to shift one part of her business model — from discounting (an industry norm) to selling at full price — by focusing on the value she could provide to her clients.

“When you sell on price you are a commodity.
When you sell on value you are a resource.”
– Me

As Amy told me during a recent conversation, “first, I had to really understand the value I had to offer them. Once I understood it myself, communicating it to them became easy.”

Wow!

The influence you have on others is a direct result of the influence you first have on yourself.

So, readers and friends…how do you influence yourself regarding the exceptional value you have to offer your prospects, customers and clients?

Last week I attended a two-day Implementation Accelerator at Infusionsoft Headquarters just outside Phoenix, Arizona. You might be familiar with the company; they are well-known for their high-quality marketing automation software. They also have a reputation for extraordinary customer support. We’ve been utilizing their software for several years.

Because we’ve wanted to make our Certified Go-Giver Coach program more scalable, thus available to more people, my “de facto” business partner, Kathy Zader (a/k/a, Agent 99 – meaning she does all the work while I, Maxwell Smart/Agent 86 get all the credit) and I participated in this implementation intensive.

Their large headquarters is an old sports complex so one area is literally on synthetic turf with football yardage markings (too cool!). Another area is a basketball court. And, all over the high walls are written proclamations regarding their values, mission, vision, and goals, all totally customer-focused. The two-day implementation lived up to every one of their stated intentions.

To say it was excellent would not do it justice. To say they came through on everything they promised would be a drastic understatement. To point out how meticulously they focused on providing value to their customers would not come even close to qualifying their commitment.

But, it was the shuttle service that actually underscored the heart of this company.

Here’s what happened: On the first day, after being greeted by the very sweet and helpful Infusionsoft Executive Assistant, Alyssa, the shuttles which they’d arranged to transport the attendees from the hotel to headquarters took more time than expected. This, because most of us had gathered around the same time. Now, please understand that it was totally “no biggie” and – as far as I know – none of us gave it a second-thought.

The morning of the second day, however, was totally different. There was no line; no waiting. In fact, several of us thought we might have arrived late.

“Not at all” Alyssa explained. “I didn’t like that you all had to wait yesterday so I arranged to have more shuttles and for them to begin arriving earlier so it would be more convenient for everyone.”

Wow! This speaks volumes; about the company, and the alignment between their stated and actual values.

1. They live what they do. They help people systemize their businesses by implementing better, more effective processes. And, that’s what they did for their own implementation even just in terms of making their shuttle service more effective.

2. They focus on delighting their customers…Now! They didn’t think about it and decide to do it “next time.” And, they weren’t interested in simply satisfying their customers. Their goal was to WOW us, and do it now! And, they did both!

3. They trust their team members to know and follow their values. Alyssa did not have to send memos up through a bureaucratic maze in order to make this happen. She was empowered to do what needed to be done. And, she did!

T. Harv Eker says, “How you do anything is how you do everything.” Yes, the little things done by an individual or a company speaks volumes regarding how they’ll do the big things.

And, Infusionsoft — and their entire team — proved this to be true from beginning to end.

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{Note: Give us just a couple more weeks and we’ll have the brand-new system for the Certified Go-Giver Coach program implemented and ready to go.}