ARE YOU SELLING OR TELLING?

There are two ways to communicate – Tell or Sell. Which one do you use?

The first approach is where you tell or direct someone to do something. The second approach is comparatively indirect, where you push the envelope across a little subtly. You also link some benefits for the person to take action. That’s the reason the second approach is where you sell.

In the context of managing people and developing purposeful relationships at work, communicating effectively with people is of paramount importance. Therefore, your approach matters the most. Almost every time you will use your predominant style of communicating without even realizing it, which might not be appropriate. You either tell or sell depending upon what comes naturally. There is nothing right or wrong with either of the two. Neither there is anything good nor bad in any of the approaches. But you must use the appropriate one. Also, in my opinion, in the long run especially when dealing with adults, selling works better than telling.

How are they different?

The two approaches are distinct from each other right from the point they are conceived. The ‘tell’ approach is distributive in nature. It is more got to do with the person who is telling or directing others. Telling is a ‘push’ strategy.

Whereas the ‘sell’ approach is collaborative in nature. It is a ‘pull’ strategy. When applying the ‘sell’ approach you state the reason for taking an action/s, also outlining the benefits of taking action. You have buy-in from the other person.

Creating an environment for the ‘Sell Approach’

• Build rapport

Having a great rapport with someone brings huge dividends along. Though building rapport is simple but not an easy proposition. You need to have a genuine interest in the other person. Be keen to develop and invest in relationship building. Explore shared interests or commonalities. Display empathy when required, it increases your credibility.?Your ability to sell your idea across becomes that much easier.

• Speak their language

Selling is about persuasion. Talk in a way that persuades the other person to take action. Use ethos, pathos, and logos in your communication and emphasize on what appeals to the person most. Ethos is the use of authority. Authority by the virtue of age, experience or simply having expertise in a certain subject. Pathos means using an emotional appeal to persuade and logos is when you use reasoning or logical rationale to influence others. As a word of caution, do not use any of the above to manipulate someone. There is a fine line between persuasion and manipulation and the difference lies in the intent.

• Empower others

One of the biggest motivators for people to work is having a purpose. Research shows that people are highly motivated to perform when they realize that the work, they do will have an impact on the final or the overall outcome. Therefore, it is important that they be entrusted with responsibility. Empower them to make certain decisions and take accountability for the outcomes. This will empower them and work wonders for you with your sell approach.

• Celebrate wins

Finally, celebrate every small win. The final accomplishment of the goal is nothing but a collection of small wins. Every battle won takes you closer to winning a war. It keeps everyone motivated and involved. It creates a sense of inclusion and belonging.

Which of the below statements would you be more receptive to and are more likely to respond positively?

• Give positive feedback and like it after you are done reading this piece.
• I have tried to put across my perspective through a sincere effort by penning this small note. I hope you find it helpful and I would love to know if it worked for you. Even better if you can suggest or ask for something that you wish to read in the future.

Obviously, it’s the second statement. Because you would prefer me to sell you rather than tell you.