Selling: Not Just For Salespeople

Everybody hates Salespeople. And many salespeople go to extreme lengths to hide their job descriptions. Think 'Account Executive'!

The stereotype of the pushy salesperson: The one who won't take no for an answer, the one who stretches the truth follows salespeople around like a lingering odour. Commission Salespeople seem to be the worst...we perceive them as particularly predatory, concerned about their conquests over prospects. Think 'Hunter Mentality'.

I started my career as a full commission sales rep at a radio station at the depths of a major recession. My training lasted 30 seconds: 'Here's the phone book...start making calls!' I lasted 4 years...a feat I've never tried to duplicate. In every 'sales job' since then the window of time I've dedicated to making it work has shrunk to the point where now I won't entertain a position with selling in the job description.

But here's the rub: I'm selling all the time! In my second career in Account Management at Advertising Agencies and my third in Marketing Management in Client companies, I'm selling every day. Ideas, Strategies, Programs, Events...everything related to getting the word out about a product or service. And I love it...thrive on it actually! Now I'm at the point where I'm teaching professional selling at a Community College in Toronto.

If you're asking how the heck that happened, you're not alone. Some days I even have trouble understanding how me, a non-salesperson, loves selling. The answer lies here: Uncover a buyer's needs, figure out what benefits are important to them, provide solutions, engage with them ongoing. This style of selling has a name: 'Trust-based, Relationship Selling'.

People respond well to Relationship Selling. When they find that person who looks out for their needs, they remain fiercely loyal to the company and brand. Example: I'm now loyal to a small men's boutique after a recent experience I had in updating my wardrobe. The Owner took the time to get to know me and curated a few high quality pieces. More expensive than the outlet stores but fitted to my body type and needs. I'm now fiercely loyal and don't think twice about shopping there for all my clothes...right down to T Shirts and Jeans! He didn't sell me anything...just solved my needs.

I love solving problems. Tell me what your desired outcome is and I'll find a way to get your there. Call it what you will...that's the true nature of 'Salesmanship'.