What is Selling?

Selling, at its essence, is a conversation with a purpose.  Really, that’s all it is.  What that means is that whenever you are having a conversation with anyone related to your business, it could be considered a selling conversation.  These can happen anytime, anywhere.  The purpose of a selling conversation could be to build relationships, understand clients’ needs, or to promote, advocate or gain acceptance for what you offer.

How does that fit with your approach to selling?

The barrier that many people who may define themselves as “sales reluctant” come up against is the view that selling is separate and isolated from everything else they do.  Selling becomes this whole other awkward, uncomfortable thing that happens under only certain specific conditions.  Seeing selling as an integrated part of what you do every day makes it much easier to incorporate into your skill set naturally and authentically.

My definition of selling is broad and continuous.  Having had very successful corporate sales career in healthcare, I have learned a thing or two about how to build strong relationships and make selling a win/win for all parties.  They key is to make it a natural, ongoing part of your business relationship.  And I don’t mean that you should be selling to your client in every interaction 24/7, but that you can flow in and out of various stages of selling at any time.

Most business relationships start with introductions and getting to know the person.  If there may be a fit to work together, you flow into asking and answering questions.  The next phase is asking your potential client if they’d like to work with you.  This basic formula can happen in as short as a couple of minutes or go on as long as it takes.

The important take-away from this, is to begin to shift your perception of what selling is, so that it works for you.  No one is telling you what you should or shouldn’t do; after all it is your business.  These are just clues to give you ideas and perchance to reframe past negative experiences.  The goal is to offer you the greatest opportunity to grow your business and have the success you desire!

Visit us again soon!  Next time we’ll be discussing “How to overcome common negative beliefs about selling!”