The following is the fourth in a series of posts inspired by Jason Fried’s post on Signal V. Noise about a writing class he would like to teach. In the hypothetical class, he aimed to show that editing and compressing is truly valuable. That’s why the posts get shorter, not just varying in length, he aims to go from the fully explored idea to just the main point of the text. I am going to attempt to do this with several of my posts, as an experiment to see if it helps with my writing skills.
To see the original post, please click here.
Selling is important, selling solves problems, selling can make lives better.
Every job involves persuading people, a good solution to a problem, needs people to believe in it, for it to be implemented. You need to understand people, keep going when things get tough and understand the problem you want to solve. To move people, you need you pitch your offer, be able to adapt to changing situations and you need to work for the customer. Not just yourself.
Every job today has an element of “non-sales selling” (persuading, influencing and convincing others in ways that don’t involve them making a purchase). These skills are critical in all jobs, so we are all sales people. In a world where everyone has access to the same information, moving people can be a way to help people solve a problem, not screw them over.
The ABCs of Selling
Attunement – Understanding your customer, so you can figure out the best solution for them, as an individual.
Buoyancy – Being able to keep going despite all the rejection you will face trying to move people.
Clarity – Understanding the situation as clearly as possible, so you can solve problems your customers didn’t know they had or didn’t know could be solved.
Skills You Need, To Be Good At Moving People
Pitch – Your customers can’t buy your offer if they don’t know it exists. If you never put the information into the world, it doesn’t exist. An effective pitch is crucial to moving people.
Improvise – Plans fail, situations change. You need to be able to think on your feet and adapt to the situation as required.
Serve – A good salesperson ultimately serves their customer. You can improve your service by making it personal (find a way to improve your customer’s situation). Or by making it purposeful (find a way to improve the world, even just a little bit).
This book is about how Sales not only deserves a re-branding from being all about pushy con-artists, but that Sales is actually a necessary skill for workers everywhere today.
We All Work in Sales
A Survey of western workers, found that 1 in 9 people work in traditional sales, but that the other 8 in 9 spend 40% of their time in “non-sales selling” (persuading, influencing and convincing people in such a way that doesn’t involve them making a purchase). Pink refers to this as “moving people”
How We All came to be in Sales
One of the skills that seems to be universally useful, is the skill to move people. Teachers move their students when they get them to study hard and learn for their futures. Nurses move people when they work on building a treatment plan with their patients to create a plan that works and they will stick to outside of the hospital setting.
Does Sales Deserve Its Bad Reputation?
The success of a sales technique is determined by the amount of information on both sides of the transaction. If the seller has more information, he has more power, so he can use tricks and be pushy to get more sales. Today, every person has access to the same information as everyone else, this means the seller and buyer are equally powerful, so lies and tricks won’t work. So today, the best salespeople actually work to find the best solutions for their customers, not just to get the best deals for themselves.
Attunement, is all about understanding your customer. The better you understand the person and their needs, the better chance you have of being able to help them with their problems and therefore the better chance you have of making the sale.
Salespeople face a lot of rejection. No matter how persuasive you are, you can’t persuade everyone. If you give up at the first failure, you will never sell anything. Being able to bounce back and carry on is key to surviving in sales.
Clarity allows you and your customer to see the situation clearly and understand it. You can offer a solution to a problem your customer may not have known even existed or that they did not have know could be solved.
The pitch is how your customer learns about your offering. If you never make the offer, no one ever finds out about it and therefore never buys it. The stronger the pitch, the more likely you will move people.
Selling on a formula doesn’t work in a world where information is so readily available. Being able to react and adapt to situations is a key skills in moving people.
As a salesperson, you have the opportunity to improve the lives of others, your offer solves a problem. There are two ways to serve. Make it personal, find a way your offer benefits the person. Make it purposeful, find a way your offer makes the world a better place.