Stop Complaining That You Hate To Sell And Do Something About It

by | 6 minute read

Giv­en how essen­tial sales are to the bot­tom line of every busi­ness, I am often shocked at how many pro­fes­sion­als would rather have a root canal and a colonoscopy on the same day than put them­selves in a sell­ing sit­u­a­tion.

Many busi­ness own­ers talk about want­i­ng to attract more clients and close more sales with­out hav­ing to sell. Huh? Some would rather com­plain (and whine and bitch) about their dis­taste for sales instead of putting in the work and learn­ing how to do it well.

Some peo­ple turn their noses up at the thought of hav­ing to sell them­selves and their exper­tise, so they nev­er take the time to ful­ly devel­op that skill. They dab­ble in sell­ing. They do it half-assed. Avoid­ing the parts of sell­ing they dis­like and only doing what feels com­fort­able.

I am a huge golfer, and I take my game seri­ous­ly. I par­tic­i­pate in one-on-one and group lessons, com­mit to prac­tic­ing, hit the dri­ving range and prac­tice some more. My mind­set and skillset are aligned. I play in a league with oth­ers who choose not to par­take in the same golf rit­u­als. It does not both­er me until they begin to grum­ble about their shots or moan about their lousy score. Going on and on about want­i­ng to play bet­ter, but doing noth­ing to get bet­ter. I ask them to join me on the prac­tice range and take a les­son with me to improve their game. I've had no tak­ers so far.

I am not a big com­plain­er and have a low tol­er­ance for those who do. Par­tic­u­lar­ly when the com­plaints revolve around some­thing some­one has full con­trol over. Com­plain­ing is easy. Exe­cut­ing is hard. You can learn how to sell well. It comes down to iden­ti­fy­ing what it is that you want, for­mu­lat­ing a plan to get there and then work­ing until you reach your desired goal.

If you hate to sell, you're doing it wrong! You have a choice. You can learn the skill that will keep your busi­ness alive. Or, you can hang it up and get a job at the post office. If you dis­like sales and you're unwill­ing to sell, you will go nowhere except to the grave­yard of entre­pre­neurs and busi­ness own­ers. Tack­le the prob­lem head-on, fig­ure out what you can do about it, and then just freak­ing do it. Crap­py sales­peo­ple taught you to hate sales. They were so bad at it that you did not want to touch sell­ing with a hun­dred foot pole. Tra­di­tion­al, old-school sales meth­ods are large­ly to blame for hav­ing per­pet­u­at­ed this per­cep­tion. Shit­ty sales­peo­ple exist, and there will always be unscrupu­lous peo­ple in every pro­fes­sion who will use force and sleazy tac­tics to get some­one to do some­thing they don’t want.

Sales have changed so much over the past decade. You will still find old-school sales train­ers, gurus, and experts who con­tin­ue to teach strate­gies that were cre­at­ed in a dif­fer­ent time, for a dif­fer­ent con­sumer. These experts and gurus keep teach­ing the same mis­er­able mod­el since the 1980s that aggra­vate and irri­tate the smart and mod­ern buy­er who can spot that crap from a mile away.

You are smarter than that. You get to choose how YOU want to sell.

With love and com­pas­sion, I say, drop your sales bag­gage and get over it. Sales are like oxy­gen. You need sales to sur­vive. Sales are how you get paid. Some­one has to hand you mon­ey for what you do, in the form of a closed sale. 

I hear these mantras every day. "I’m not a sales­per­son. I don’t want peo­ple to feel like I’m sell­ing to them. I am not com­fort­able with sell­ing. I don’t want to be per­ceived as pushy, aggres­sive, salesy, or pho­ny. I’m not good at sales."

Peo­ple use these mantras as a way of let­ting them­selves off the hook of sell­ing. They believe that if they stomp their feet and throw an adult tantrum that they don’t have to sell. That baloney only works until they run out of mon­ey and waste time pas­sion­ate­ly prov­ing that they don’t like or hate to sell.

On the flip side of those power-depleting dec­la­ra­tions, I have heard oth­er smart indi­vid­u­als make state­ments of the oppo­site kind. They declare,"I know that if I don’t embrace sell­ing for my busi­ness, I won’t have one. Sell­ing is uncom­fort­able for me, but I will find a way to make it fun and appre­ci­ate the process. I know that I need sales skills to grow and thrive."

Drop the neg­a­tive ener­gy and mind­set around the only thing that keeps your busi­ness alive and grow­ing: sales. This neg­a­tiv­i­ty will no longer serve you on the path­way to prof­its.

Your trans­for­ma­tion and rein­ven­tion require a will­ing­ness to take a big bold step to learn­ing the skill that saves you from tak­ing the long and nau­se­at­ing ride on the rev­enue roller coast­er. It is imper­a­tive that you set tra­di­tion­al neg­a­tive sales per­cep­tions aside or erase them from your mem­o­ry. When you do, you will nev­er expe­ri­ence a drought in your busi­ness again.

If you ignore the act of sell­ing, you do so at your per­il. Your busi­ness or prac­tice won’t last long if you can’t bring new clients in the door.

Sales and selling are not dirty words! 

Many out­stand­ing pro­fes­sion­alsuse new, mod­ern, non-sleazy meth­ods to build their busi­ness. Sell­ing is about help­ing peo­ple get what they need. Sell­ing is about lead­ing and mov­ing peo­ple to action. You are the facil­i­ta­tor of that trans­ac­tion. When oth­ers take action, you are com­pen­sat­ed. Sell­ing is about exchang­ing your val­ue and exper­tise for mon­ey.

This is no dif­fer­ent from an archi­tect draw­ing up plans for a new home, a tax accoun­tant doing a tax return, or a mechan­ic putting in a new trans­mis­sion. Ser­vices are ren­dered, and mon­ey is exchanged. It is a sim­ple, straight­for­ward trans­ac­tion.

Don’t think for one sec­ond that if you are remark­able at what you do, clients will beat a trail to your door, your phone will ring off the hook and mon­ey will fall from the sky into your bank account. If your com­pen­sa­tion depends upon your abil­i­ty to gen­er­ate rev­enue and close busi­ness, at some point, you will have to sell. You and every­one else know that sales cor­re­spond to rev­enue!

There is a mod­ern and more com­fort­able way to con­vert clients, sell your exper­tise and your ser­vices.

Peo­ple don’t like to be sold to. They nev­er have, they prob­a­bly nev­er will. No one, includ­ing you, wants to be con­vinced, manip­u­lat­ed, or per­suad­ed. Every­one wants sup­port in help­ing them to make the right deci­sion for them. Treat peo­ple like the human beings they are, and watch what hap­pens to your bot­tom line.  

Liz Wendling is the author of two books (and count­ing):  The Unstop­pable Busi­ness Woman and Every­one Sells Some­thing; a colum­nist for Col­orado Biz Mag­a­zine; and one of the first nation­al­ly cre­den­tialed facil­i­ta­tors for Napoleon Hill Mas­ter­mind groups. Learn more at lizwendling​.com.

Liz Wendling
Liz Wendling, Sales Strate­gist and Social Sell­ing Coach assists indi­vid­u­als and com­pa­nies on how to make a pro­found dif­fer­ence in the way they sell and com­mu­ni­cate with their poten­tial clients. Her insight will get you sell­ing com­fort­ably and suc­cess­ful­ly. Peo­ple hire Liz to put their sales rev­enues back on track and start earn­ing the mon­ey they deserve and desire.people in dis­cov­er­ing their own sig­na­ture sell­ing style that is com­fort­able for them­selves and the cus­tomer. Her exten­sive busi­ness and sales back­ground and a pas­sion for help­ing peo­ple suc­ceed has led her to be rec­og­nized as one of the top sales and busi­ness coach­es around. Whether it is for one-on-one con­sult­ing, group coach­ing, mul­ti­ple day train­ing or work­shops, Liz will work with you to cus­tomize pro­grams around your spe­cif­ic needs, chal­lenges and objec­tives. She is enter­tain­ing, infor­ma­tive and fun and will push you to become your best.
October 25, 2018 Managing Yourself, Sales Tips Tags: