Everyone is a salesperson

I thought for this newsletter I would explore the idea that everyone, in whatever business or organisation should see themselves as a salesperson. To those who have never had the word “sales” in their job title or description, it is sometimes an area that is misunderstood, or even, regrettably sneered at by some.

If you are in a “formal” sales role, you will have no doubt been told by someone that they could not possibly do a sales role. Sadly, they do not necessarily mean this in a complimentary way out of awe at your professional skill. Their opinion, probably unsolicited, might go along the following lines:

“Oh, I could never be in a sales role. I would hate to have to persuade someone to buy something that they didn’t want”

Or a slightly different type of person might say:

“Yea, I could have gone into sales. Everyone tells me I have the gift of the gab”

Or

“I don’t think it is very professional for people to have targets. It is likely to produce unethical behaviour”

If you haven’t heard this kind of nonsense, whether you are in a formal sales role or not, then you are fortunate. Perhaps I have been unfortunate at times to encounter idiots, or those of uncommonly low emotional intelligence, but I have heard all these statements, and worse.

The truth is that good selling is largely about the ability to listen, rather than to talk. If someone found someone gullible enough to buy something they did not want, then it is possible that might be the last sale they ever make to that customer. And as for those that believe that people should not have targets and reward, one has to ask what planet are they on? Doesn’t virtually every aspect of human endeavour have a goal?

Fundamentally, professional sales is about communication; it is the enablement of a “two way street” where seller and buyer exchange information to achieve a win-win, not a win-lose. Far from persuading people to buy something they do not want; it is about providing them with a product or service with the information that makes them able to feel confident buying without subsequent regret.

Sure, there are people out there that try to con people. There are some that give out bogus information and lie to cover their deficiencies. This is not salesmanship, it is con artistry.

If then, sales is about a form of professional communication that enables a win-win, is it not the case that all people need to be salespeople?

Yes, indeed. If a software designer has a new concept, then she/he will need to convince their line manager and colleagues of the benefits to follow that new path, and if they wish it to come to fruition then they will need to do what they can to “close” the decision. If a finance professional realises a cost saving to the organisation, they will need to demonstrate that the benefit is not outweighed by the inconvenience and sell the process to their colleagues.

Sales as an actual function does perhaps require a particular love of that aspect of business, and significant professional training. It is, however, an emphasis. Other parts of business should learn from professional selling, and whether their practice of the art is to customers internal or external, do it they must.

We are all “in sales”

Would love to hear your experiences on this topic, please share in the comments.

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