How often have you heard that comment from business owners who love what they do, but hate selling it?
From the passion with which the words are uttered, it seems to be an visceral response to putting a value on what they love and then having to ask for it.
That word ‘sales’
As a word, ‘sales’ hasn’t always been part of the small business lexicon. Sales once related only to those people who were salesmen, (one rarely met a saleswoman decades ago). And they only sold commodities, not services.
Back then, there were few positions less aspired to than that of the door to door salesman.
“Tell you a secret, boys. Don’t breathe it to a soul. Someday I’ll have my own business, and I’ll never have to leave home any more.” Willy Loman from Death of Salesman
The aspirational dream for Willy Loman, the iconic figure in Arthur Miller’s book, Death of A Salesman, was to own his business one day, like so many of us do today.
Something else has occurred since Willy dared to dream he could own his own business. The word ‘sales’ has morphed.
The sales cycle
It no longer means, ‘first give me the check, then I’ll give you the product.’ No longer a single action, sales has become a cycle that describes almost everything business owners do – the equivalent to a business marathon, every time a deal is done.
It’s come to mean identifying markets, networking, prospecting, relationship building, acquisition, proposing, follow up, negotiating, servicing, delivering, invoicing and finally, receiving the check, often months after you’ve delivered the goods. For so many, the thing they once loved doing gets caught up, seemingly unnoticed in the entire cycle.
Exchange of value
Sales actually means “an exchange of value“.
So how can those of us who have had a visceral response to the idea of selling, get back to a place where it is a simpler exchange of value? Here’s what I offer, you buy it. We’re both happy?
In my four decades of business, this process has come full circle. Once, I was a graphic designer. People rang me and requested my services. I did a good job using a set square, rotring pen and ruler. What I did in my whole working day was graphic design. They paid me. True, that actually happened in the 70’s.
People paid. True, that actually happened in the 70’s!
Feature creep
Somewhere during the next three decades, the word sales entered our lives. That rather pleasing process was replaced by infinitely more complex offers, technology and the sales process. People paid, but it was open to negotiation. The word scope or feature creep appeared in our lexicon. We created processes to eliminate the process. My work became sales, process development and a little marketing and graphic design. Then I became a manager, managing others to do the same.
In this new decade, I’ve been working on a different model. One in which people want to work with me, they pay me upfront and I deliver great value that powerfully impacts on their lives. We understand the outcomes upfront and we don’t negotiate the price. Now I’m back to doing and loving the work.
Here’s what I’ve learned that has replaced the word sales in my life.
Purpose
Seriously, if you’re not crystal clear on why you do what you do, you will always be caught in the vortex of sales. You’re an expert. You’ve got talent and experience. You love what you do. Why? Find that why. Even in a nascent form, it will clearly define who you’re talking to. Everything you do will filter through the lens of your passion and belief in why you do what you do. It will give you the power to say no to the work you know you should not be doing.
Your purpose needs to be tattooed on your brain, front and centre, always there acting as guide and mentor.
Curiosity
The Tao of Seo. It’s not about spinning around the net like a newborn summer fly smearing fear wherever it lands, but about embracing this incredible resource we have at our finger tips to get inside the heads of the people we know we can serve. Different purpose altogether. Not about bringing ‘them’ in, in their thousands as a numbers game, but in hand picking those we can meaningfully connect with.
Keyword research
Get to grips with keyword research. These words and phrases are little gems if you embrace where they take you. Not only will they guide you to your people, but they’ll introduce you to the problems they so need your help with. They’ll show you who else is helping them, right now in this last hour, and how well they’re doing it. They’ll acquaint you with people with whom you can connect and collaborate.
Blogging
When you’re on purpose, you can articulate what you offer. You’re clear about what you’re positioning, you the expert, your business or your industry niche. What ever sits right with your purpose. Then blogging is a game changer. What you write always intersects with your purpose. Here’s an example, “I teach businesses how to create a loyal clan that lifts lives“. But I’m writing about sales. Really?
Blogging develops trust when it’s authentic, transparent and inclusive. Trust is key to meaningful connection.
My people’s problems
What do you know about your people, those you can best serve with why you do what you do?
It was once explained to me that if you think you know a person’s problem at the beginning of a conversation, you are really push selling. People resile from having you solve their problems as soon as you have met them. That’s because it’s disrespectful.
In the past, someone might say as they handed me a business card, I’m not happy about my logo, prompting me to launch into a long dissertation on the merits of great branding, expecting what? That they’d immediately say, I must engage you now to resolve my branding problem. They rarely did. Surprise! Possibly, because their real problem was that they were breaking up with their business partner, or they no longer wanted to run a retail shop, or they just didn’t know which of their multiple offers they wished to pursue.
How could I know? Only if I had taken the time first to question and then listen. And only if they trusted me enough to tell me.
Your people and their needs
Spend the time to work through every known problem the person you can best serve might have. What’s the impact for them if that problem is not solved. What are the implications for their lives over a long period if the problem is not solved. What do they need? So what then are the features, advantages and benefits of why you do what you do. Is it a fit?
Your offer on a page
Recently, I was reflecting on ‘the proposal’. Working hard on not engaging with regret, none the less I couldn’t help but think of the wasted years my husband and I spent on proposals and worse, spec work.
We were annual report specialists at one point in the not for profit sector. Often asked to submit a spec design of an annual report competitively, we couldn’t do anything but our best work. It was an invidious system, even when we won the tender (about one out of three). What about the other two design companies who didn’t? It made the celebration stick in our throats. So we learned to say no. It was a great decision.
Here’s the point. Our folio and testimonials spoke for themselves. We just needed to believe in that. Your’s do the same. I challenge you to put your offer and it’s outcomes on one page.
Today, I present the same one page to a person who I may have met through presenting at a seminar, or blogging or the various communities I belong to on and offline. They are people who have a need that is addressed by ‘why’ I do what I do. We meet or talk and I tell them the price. That’s it. Either we go ahead, or we walk away with dignity.
Is all of this sales? I suppose it is in the sense of sales being an exchange of value. Does it illicit the same visceral response as described earlier? Happily, no.
If you are unhappy about sales, share it with us here and let’s see if we can unpack it, rewrite it and change the game for you too.
Perhaps you have another business nemesis in your life. This is one of many you can conquer by following our awesome carnie’s advise in this month’s Word Carnival: Vanquish Your Business Nemesis. A Guide To Conquering Small Biz Evils
It’s amazing how much more enticing sales sounds when you unpack it, Sandy. I must admit that I’ve said this in the past, but once I started thinking of it as highlighting the value I bring to clients it seemed less alien.
Sharon Hurley Hall recently posted…Hire a Professional Writer (With a Side of Geek)
Value. It is such a meaningful word. Somehow value doesn’t elicit competition. We all have a unique value to offer, even in similar fields. And I suppose it is in unpacking that value and then bringing it together in a form that for some people is just the answer they want that eliminates the need to sell. Thanks Sharon for that insight.
SandyMc recently posted…I just hate sales
When I worked in the corporate world, marketing departments and sales departments rarely worked amicably together. And that was a problem for the company and its customers. The sales folks always felt like they weren’t properly supported with the right “materials” and the marketing folks always complained that the sales people were going “rogue.” It was only when the occasional CEO said, “You are now ONE department. Work it out,” did we make real progress. And yes, as a marketing person, traditional sales has always felt icky to me. I think a lot of small biz folks have the same issues: we want people to just see our marketing and say yes! without having to “convince and convert” them into clients.
This is a HUGE topic, Sandy and you’ve done a great job of beginning the conversation. Sales doesn’t have to be the ick that we used to think about. It can be more about relationship building and for Pete’s sake: LISTENING.
Tea Silvestre recently posted…Does this Business Make Me Look Fat? (Or, How to Silence That Voice in Your Head)
Oh yes, that is is so true Tea. Small biz folk are usually good at coming up with a great offer and marketing it, but the convince and convert bit escapes many.
It is a huge topic and to be honest I feel rather precocious even having attempted it. My knowledge of the word sales is nascent. My efforts at selling in the past clouded by emotions that got in the way. Like I said to Carol Lynn, perhaps we need to embrace a different philosophy of how we do things to move beyond the word sales. Like your Slow Marketing Manifesto and the Conscious Capitalism Movement.
SandyMc recently posted…I just hate sales
Word – to just about every word in Tea’s comment. That whole “sales-phobia” thing is darn near universal, I find. Either we confuse marketing with sales, or we shun both, or we do great until we have to actually ASK for the sale, then become tongue-tied and apologetic. Huge topic, and I love your take on it, Sandy!
Annie Sisk recently posted…Spring Forward Into a Brand New Biz+You
Thanks Annie, I wonder why we in service are so inclined to this problem? If you sell a product it is x dollars and you just ask for it. If you sell a service, it should be x dollars and you just ask for it, but we don’t and we are so reluctant. How much of this has to do with our Lizard in our ear I wonder huh??
SandyMc recently posted…I just hate sales
Yes, Sales is a bad word, Sandy! I think we have it so ingrained in our heads that sales is about the sleazy guy at the car dealership or the person who rings your doorbell and tries to get you to buy something so he can make a commission. Those kinds of sales (think telemarketers) are pushy, direct, not particularly value-oriented and most of the people doing the selling couldn’t care less about the product as long as they make money on it.
Nowadays, selling is more in line with marketing. We have to sell ourselves, our businesses and our products/services every day even if we don’t like it or don’t think we’re doing it. I think we need a new word for a new generation of sales! If we redefine it for ourselves and put it in the context of offering value then we’ve got something a lot better to work with.
Carol Lynn recently posted…What To Do When You Feel Like You’ll Never, Never, Never Get Your Marketing Right
Absolutely Carol Lynn. Let’s brain storm what that word might be. Or perhaps it is a concept like Tea’s Slow Marketing Movement or the Conscious Capitalism movement. A philosophy on how to do purpose based worked, rather than the whole sales and marketing thing. What do you think?
SandyMc recently posted…I just hate sales
well there you go! I often say that I really was suppose to be born with a trust fund at the rate I like to give away my services and the extent to which I HATE dealing with money issues.
I tend to work with alot of non-profits and this is especially true in that case. Great article and insight (as always)
Oh Laura, I identify. Once a consultant pointed out to us what it was costing us in discounting slash giving away. It was a shock. Still it took time to evolve to a point where asking for appropriate money was innate. Repeat daily, a labourer is worthy of their hire! We too worked with not for profits. One was visionary. They realised by paying us appropriately to do what we were good, that they were receiving greatly increased donations. We should have really leveraged that. Aw well! Thanks for you kind comment.
SandyMc recently posted…I just hate sales
I don’t look at “sales” as a bad word. It’s necessary. We’re always selling ourselves, or our businesses or whatever it is.
But I do dislike the “traditional” view of sales.
Just today I had a phone call with someone looking for my services. They wanted to talk to me because I provided them value. So the “sell” wasn’t difficult. But it was still a “sell.”
It really all depends on your approach, as you point out :).
The way I like to think about it is…good marketing makes hard selling unnecessary.
…that’s pretty good. I might use that as my tagline 🙂
Eugene recently posted…Business Productivity: The Business Demon Lurking Over Your Shoulder
Good line Eugene. You should use it as your tagline. It’s true, you even sell to your kids when you want them to behave in a certain way. Thanks for coming by.
SandyMc recently posted…I just hate sales
You, me, the bum on the corner. We’re all selling. All day. Every day. But there’s nothing wrong with that because really what I think we’re doing is trying to find people who want to connect with what we offer.
As the Chinese proverb says: “When you are willing to receive what you are willing to give, and when you are willing to give what you are willing to receive, then you understand love.” Which to me means, when I’m willing to pay for value, I am also willing to be paid for value – and the people who have that mentality are the ones I want in my life.
Ashley recently posted…Wave Your Freak Flag – How to Stand Out In a Sea of Similarity
Connecting with what we have to offer is an excellent way to think about the process. Great proverb Ashley and I like your interpretation of it very much. I might borrow that with your permission in a ‘one page’ proposal I’m putting together!
SandyMc recently posted…I just hate sales
Sandy, great advice on getting past the word sales and embracing the value of sales — solving problems, delivering value, building relationships. With that in mind we can all learn to love sales as a why of adding value to our clans. Thanks for this. Clare
Clare Price recently posted…Comment on Vanquish Your Nemesis: What’s Stopping You? by Melanie Kissell
Ohh Clare I love that you see that loving sales can be a why of adding value to our Clans. Great concept. Thanks for pointing that out.
SandyMc recently posted…I just hate sales
Sandy you’ve captured my feelings exactly. I’ve always worried that sales and selling made me appear scammy or untrustworthy. But if people aren’t buying how can I make money?
Over time I’ve come to embrace what you stated, “Sales actually means an exchange of value.” I’m not selling someone, I’m helping them. I help people grow their profit and succeed. What a difference in mindset!
To get past the sales page issue I’ve had tremendous help from my mastermind group, and this wonderful Word Carnival community to help me find the right tone and presentation.
Thanks for being part of that Sandy, and for helping me find the right way to exchange value in business.
Nicole Fende recently posted…Quit Watching the Steampunk Chicken and Focus (On Your Business)
Hi Nicole, It is something we need to keep working on daily and anything we can do to help each other both realise our worth, the value of our offers and the nature of a fair exchange is a great service. So I am delighted to think I might have helped you in anyway toward that understanding. Somewhere along the line I did come to the conclusion that the only person I was shortchanging when I didn’t ask for a fair exchange was me. Surprise, surprise:) But having see the light, I have been less inclined to discount, or accept work when there is a challenge to its worth and that is a great learning.
SandyMc recently posted…I just hate sales
Excellent post, Sandy, and I love the topic!
Not only do I make for a very poor sales person, I don’t even like talking about money. LOL!
But the fact remains …
We’re all sales people, like it or not. If you’re a blogger, you’re in sales! You have to find ways to “pitch” your blog to get eyes on your posts. You have to “sell” somebody on the idea and the worthiness of paying your blog a visit. And, obviously, if you’re an affiliate marketer or you offer your own products or services, your blog can be the means of making the “sale”.
I’d like to see everyone work together (entrepreneurs, small biz owners, affiliate marketers) to find more creative and more comfortable ways of asking for the sale. We know we need to ask for it and “why” but it seems to be a big challenge for many people.
Hi Mel, I think you are actually a great sales person in terms of how you position what you do for mom entrepreneurs. It’s true we are always selling, where some of us fall down is asking for what we are worth. It does continue to be a mighty challenge for many so you are right, this is a topic worthy of more effort I think.
SandyMc recently posted…I just hate sales