What Is Selling? It's Not What You Might Think

 

by Dan Ramsey

The good news is: You've got a job. The bad news is: It's in sales. Or maybe you've been in sales for some time, but you're struggling. Or you're doing okay, but having trouble sleeping at night because of ethical pressures. This first section starts at square one: What is selling? It offers a practical look at what sales is about, explains how it is actually a noble profession, and helps you to understand your primary role as a salesperson. This section offers you a solid foundation from which to start or renew your sales career — and to enjoy what you do.

It's Not What You Might Think

Many people's view of salespeople comes from images of Willy Loman in Arthur Miller's play Death of a Salesman. Willy earned a good living for forty years as a seller by setting aside his principles. He finally sells himself on the fact that he is a better salesperson than he really is. As customers walk away and his income recedes, Willy is forced to borrow from neighbors to pay bills, making him angry and bitter. Only a few relatives show up at his funeral. Willy dies without money, friends, or prestige.

Other fictional characters strengthen the perception that salespeople are sleazy and will do nearly anything to make a sale. Unfortunately, a few real-life salespeople reinforce the stereotype. Even so, the sales profession is actually populated by millions of people with varying skill levels who ethically help others make purchases. They offer a genuine service to others, building the economy and contributing to the lives of their customers and employers, and to society. This is the type of seller that most people want to emulate.

The Sales Profession

The U.S. Bureau of Labor Statistics reports that nearly 11 percent of the work force is employed in the sales profession. That's more than 14 million people. Of these, nearly a third are retail sellers and another 25 percent are transaction cashiers. They don't use the advanced sales techniques of other sales jobs, but they should know the basics to make their jobs easier and more secure. Their jobs can lead them into professional sales positions — and more money.

When most people think of salespeople they think of insurance sales, real estate sales, travel agents, manufacturing representatives, financial services, advertising sales, sales engineers, and door-to-door sales. These are the people who offer the greatest services to the economy, as they bridge the span between producer and consumer in a thousand ways. Some earn impressive salaries, while others are paid in part or in full by a commission, a percentage of their sales. That puts some professional salespeople among the highest-paid employees. It also gives a few an opportunity to be self-employed as independent salespeople.

Selling 101

So, what is selling? A sale is an exchange of goods or services, typically for money. Anyone involved in the transaction with the customer is in the sales profession, a salesperson, a seller. On the retail level, that includes the counter person who helped the customer select the product and the cashier who made the transfer and suggested that they “come again.” In technical sales, the sale is the transfer of real property, stocks or mutual funds, insurance, travel tickets, or any one of hundreds of other products or services that require extensive product knowledge and, in some cases, licensing.

Selling is informing the customer of the features and benefits of the product or service and, as needed, persuading the customer to make the purchase. Persuasion is the skill of guiding people toward making a decision. The job of a seller, then, is to inform and persuade. That's it.

The adage that nothing happens until a sale is made is true. Without a transaction — the exchange of goods, services, ideas, promises, or funds — the economy would come to a standstill. Fortunately, billions of sales are made each day at all levels of commerce and society. That makes everyone a seller. The best salespeople make the most money and have the potential for better lives.

What does it take to become a good seller?

• Product knowledge
• Knowledge of competitive products
• Knowledge of product features
• Knowledge of benefits to customers
• Communication skills
• Listening skills
• Persuasion skills
• Professional skills (presentation skills, recordkeeping, etc.)

Ethics Ethics is moral conduct and judgment. It is choosing products to represent, the facts that you present to customers, and the persuasion techniques you use. It is the missing ingredient from Willy Loman salesmanship. This book will guide you in developing ethical sales skills, focusing on the practices and benefits of Golden Rule Selling

Selling Is Helping “Can I get some help here?”
It sometimes seems like all of the sales clerks are on break and that customers are on their own when trying to make a selection or find a product. It often occurs in big-box stores, where the clerk's position is underpaid and underappreciated. That's why many customers prefer to shop in independent retail stores where help typically is easier to get — sometimes by the owner herself. It's just too difficult — and frustrating — to find help in many stores and from many services. What's the problem?


The Problem Originally, retail stores were smaller, franchises were nonexistent, and assistance was expected. Then came the self-service stores that put products on the shelf and expected customers to follow the signs and find them. Product labeling made it a little easier to find and buy what was needed. The self-service stores grew for one reason: they cut costs. Retail stores got away from helping their customers and depended on product selection to make up for any sales losses.

The lack of assistance in purchasing has moved to the technical sales fields. People can now buy financial stock or cars without any help or advice from knowledgeable salespeople. They save money, but they don't always make the best decisions because they don't have a professional and ethical advisor to help them with the purchase. It often seems like it's hard to find good help.
 

The Solution The decline in assistive selling can work to your benefit. As a seller, you can focus on helping your customers make good buying decisions. With expanded product knowledge, an understanding of features and benefits, good communication skills, a working knowledge of persuasion, and your ethical judgment, you can stand out as a helpful salesperson.

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Two men were being chased by a bear. One took off his shoes and threw them away. The other man said, “Taking off your shoes won't help you outrun that bear!” The shoeless man responded, “I don't have to outrun the bear. I only have to outrun you!” Sometimes a little extra effort can put you at the front of the pack.

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The extra effort to offer genuine service to customers can help your sales career in many ways. In an entry-level sales position, it will show your employers that you are willing to work a little harder to help customers — the source of business profits. In a technical sales position with commissions, it will earn you more sales and more income. It also will earn you repeat and referral customers, the sources of your future sales. Higher-than-average sales can help you land a better job. In addition, the extra effort will help you build satisfying relationships with your customers. Assistive selling is win-win.