The Spirit of Selfless Selling

The words "sell, sales and selling" may be the most misunder-

stood in the English language.

We see selling as a necessary evil, something to be avoided at

all costs, an undertaking that's rather unsavory, maybe even

unethical, and certainly beneath the dignity of a professional

service business owner.

Over the years I've asked this question of thousands of people:

"When you think of selling, what is it that the sterotypical

salesperson sells?" The answer is always the same: "Used Cars!"

We equate selling with selling used cars. And because we see it

that way, the negative associations are very strong.

In the InfoGuru Manual I make a distinction between two very

different kinds of selling - Selfish Selling and Selfless Selling.

We tend to put most selling into the Selfish Selling category.

Selfish Selling includes these attributes: The focus is primarily

on making the sale, not serving the customer; the attitude is

primarily self-serving; the agenda is some level of deception, and

the perspective is that of "win-lose."

If we think that this is what selling is about, of course we

wouldn't want to associate ourselves with that activity.

Selfless Selling includes these attributes: The focus is primarily

on serving the customer; the attitude is one of generosity; the

agenda is to educate and inform, and the perspective is that of

"win-win."

When we encounter a sales person with this perspective, we don't

even think it's selling. It feels more like natural communication.

The experience is of being educated and assisted in making the

right decision. There is no pressure, only possibility.

Well, Selfless Selling is REAL selling. And Selfish Selling is just a

kind of manipulation. It has nothing to do with real selling.

When you see this, selling becomes more approachable, more

interesting, more fun, more fulfilling and also more successful.

When you are doing Selfless Selling, you are serving the prospect,

working with them to discover their aspirations and dreams,

uncovering challenges and offering powerful solutions.

To discover the spirit of Selfless Selling inside you, here are some

questions to ask yourself in any selling situation:

- How can I be of service?

- What do I need to know to help this person?

- What is their current situation and what is their biggest challenge?

- What information would be most valuable to provide?

- What stories would be most useful to share?

- How can I be clearer and demonstrate the value and the benefits?

- How can I make the choice easier?

When you discover this spirit or mindset of Selfless Selling you

don't have to worry so much about sales and closing techniques,

you make such a powerful connection with the buyer that the sale

happens so naturally that it doesn't feel like selling.

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The More Clients Bottom Line: Real selling is Selfless Selling. It

isn't about manipulation and it certainly isn't about techniques.

It's about connecting authentically with another human being and

discovering how you can work together creatively.

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