Who is Selling?

For many people, the word “sales” has something of a negative connotation. They think of someone pushy, or who’s trying to deceive them in some way. But we need to do away with that, because every person in the world is now engaged in sales.

We are now all selling something. It may not be a product or a service. It may be an idea of how to improve a process at work. When you try to get someone to do things differently, you’re selling. When you pitch a new idea to the boss, you’re selling. When you negotiate, you’re selling. Like it or not, we’re all in sales now.

Selling is really just moving people into a direction you want them to go, convincing them to go along with your idea, project, or with you personally. To sell well is not to deprive that person but to leave him better off in the end.

The old ABCs of sales were “Always Be Closing.” The new ABCs are “Attunement, Buoyancy, and Clarity.”

Attunement is the ability to blend one’s actions and outlook into harmony with other people. For that, increase your power by reducing it: start your encounters with the assumption that you’re in a position of lower power.

Buoyancy refers to how to stay afloat amid that ocean of rejection. Think in terms of positivity ratios: for every three instances of feeling gratitude, interest or contentment, people who experience only one instance of anger, guilt or embarrassment usually flourish.

And finally clarity is the capacity to help others see their situations in fresh and more revealing ways and to identify problems they didn’t realize they had. To create clarity, you first need to find the right problems to solve, and then find the right frame for the problem. In order to maximize potential, you should give them clarity on action as well.

Summing-up: Ask you two questions: 1)If the person you’re selling to agrees to buy, will his or her life improve? and 2)When your interaction is over, will the world be a better place than when you began? If you can answer yes to both questions, you’re doing something right.


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