Many of the companies we consult with handicap themselves with an attitude that marketing and sales is somehow embarrassing or wrong.
I understand their feelings, but have to offer a different perspective –
“Sales” is often thought of as a very specific business function and a very specific profession. Many businesspeople like to keep their distance from sales, since it is seen as somewhat unsavory.
Whether we admit it or not, though, we’re all in sales.
- Every good doctor has to “sell” her patients on losing weight, quitting smoking or taking their medication on time.
- Every schoolteacher has to “sell” his students on the rewards of reading, doing their homework, and practicing times tables.
- A manager of any business has to negotiate with suppliers, vendors, partners and clients. This could be considered “selling” an idea, since he must convince people of the merits of his ideas.
- An engineer with a great idea has to “sell” the concept to his colleagues, clients or sponsors.
- Parents “sell” their children on the idea of practicing the piano or eating their vegetables.
- Children “sell” their parents on the idea of going to the park or buying ice cream.
- If you’re currently employed in this economy, you’ve successfully sold your boss on the idea that your contributions to the company are essential. (Congratulations!)
Success in any career requires some sales skills, whether they are acknowledged as “sales skills” or called “negotiation skills,” “people skills” or even euphemized as “leadership.” In any case, persuading people to take some action is a very necessary part of human culture.
Selling is, in and of itself, morally neutral. If you’re an ethical person, you will be as honest, direct and compassionate while engaged in sales activities as you are in any other type of activity.
The problem is that “sales” has such a bad reputation (due to disreputable characters using unethical means) that many business decision makers choose to distance themselves from this vital part of their business. This extends the harmful cycle because sales and marketing are ignored, underfunded, or expected to perform with minimal supervision. This leads to poor performance, or advertising and sales tactics that don’t represent the company well.
We need more good people in sales and marketing, and fewer of the charlatans. I suppose that’s true of all professions, but especially true for sales and marketing.
This tweet from @MyTransponder was a timely echo of our sentiments. . .
It is impossible to have a successful business while ignoring sales and marketing. Businesses can have a stellar product or service and still have to close their doors because they don’t make enough sales. (It happens every day!) On the other hand, businesses can have a mediocre product or service and have fantastic successes if they do a good job of marketing – as evidenced by the “pet rock” or the “snuggly” blanket with sleeves.
Since selling is such a vital skill, why not be good at it?
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I totally agree with what you said here “The problem is that “sales” has such a bad reputation (due to disreputable characters using unethical means) that many business decision makers choose to distance themselves from this vital part of their business.” The whole process of selling is being taught wrong. Many “teachers” don’t focus on being the kind of seller that relates to their audience, that feels empathy towards them and places themselves in their potential clients’ shoes.
How can you sell to someone without knowing why they need/want that product you’re trying to sell? When you know the “why” you will soon realize how to sell to someone. Without caring for the other person you can never be a great seller. The best sellers continually learn how to better present their product and how to make connections, real ones, with their clients and potential clients.