Dispelling Some Selling Myths

If you were asked to think about your opinion of a salesperson, and visualise a typical sales character, I bet some negative thoughts would come to mind. Perhaps you're seeing a person who will hunt you down and hound you until you either buy from them or take a barring order against them. Perhaps a person who makes great promises but fails to deliver on them. Or maybe you're seeing someone who speaks so well that they might even trick you into buying something you may not even want.

The fact is, these characteristics do not typify a professional salesperson. That's not to say the person in your mind's eye doesn't exist, but they are a dying bread. The modern day sales professional is different and some commonly held myths need to be dispelled.


1. Salespeople are born, not made
While it is true, people born with certain innate characteristics are more predisposed to sales (sociable, determined, competitive, self-motivated, etc.), professional sales involves working to a process that can be learnt. Salespeople need to practice skills that can be developed. The most important characteristic to have in selling is empathy; being able to put one's self in the other person's shoes. If a person has this, and is driven, the professional selling process can be learnt, just like any other profession.


2. Salespeople must have the 'gift of the gab'
Salespeople do need to be good communicators and, in particular, convey messages that are persuasive. However, listening is more important in communication than talking. A good salesperson talks when it is appropriate to do so. They talk when they fully understand their prospect's situation, something they achieve through asking the right open questions and actively listening. And when they do this, people on the buying side feel like they are being guided through the buying process rather than being sold to. So, really there's no need to go kissing the Blarney stone. Keeping your mouth shut is, at times, of more benefit.


3. Good salespeople can 'sell sand to the Arabs' 
The ability to sell sand to the Arabs, or ice to the Eskimos, is not the mark of a modern-day sales professional. Why? Because, usually speaking, neither have a need for the product on offer. If a need doesn't exist for their product, a professional salesperson would prefer to walk away. Selling is a marketing function, which is all about fulfilling customer needs profitably. It's also about relationships, referrals and repeat business. None of which are the result of tricking someone into buying something they don't need.

4. Good products sell themselves
Guess what; no they don't. Even the best brands in the world, with the best products and services in the world, need someone to sell them. Okay, it is far easier to sell a product or service that is better than the competition's. But someone needs to carefully find the target customer, get to talk with them, listen to their situation and skillfully communicate how the product or service features will benefit them in some meaningful way. Products sitting on a shelf, no matter how good they are, can't do this by themselves.


So buyers, the next time you get a call from a salesperson, don't put up the virtual barriers. They might just be the new breed of professional salesperson who can add real value to your business. And if you're a salesperson, commit to improving your approach, making sure your customer (and not yourself) is your primary diver. Bottom line? Everyone's a winner.