The Spirit of Selfless Selling

The words "sell, sales and selling" may be the most misunderstood in the English language.

We see selling as a necessary evil, something to be avoided at all costs, an undertaking that's rather unsavory, maybe even unethical, and certainly beneath the dignity of a professional service business owner.

Over the years I've asked this question of thousands of people: "When you think of selling, what is it that the sterotypical salesperson sells?" The answer is always the same: "Used Cars!"

We equate selling with selling used cars. And because we see it that way, the negative associations are very strong.

In the InfoGuru Manual I make a distinction between two very different kinds of selling - Selfish Selling and Selfless Selling. We tend to put most selling into the Selfish Selling category.

Selfish Selling includes these attributes: The focus is primarily on making the sale, not serving the customer; the attitude is primarily self-serving; the agenda is some level of deception, and the perspective is that of "win-lose."

If we think that this is what selling is about, of course we wouldn't want to associate ourselves with that activity.

Selfless Selling includes these attributes: The focus is primarily on serving the customer; the attitude is one of generosity; the agenda is to educate and inform, and the perspective is that of "win-win."

When we encounter a sales person with this perspective, we don't even think it's selling. It feels more like natural communication. The experience is of being educated and assisted in making the right decision. There is no pressure, only possibility.

Well, Selfless Selling is REAL selling. And Selfish Selling is just a kind of manipulation. It has nothing to do with real selling.

When you see this, selling becomes more approachable, more interesting, more fun, more fulfilling and also more successful.

When you are doing Selfless Selling, you are serving the prospect, working with them to discover their aspirations and dreams, uncovering challenges and offering powerful solutions.

To discover the spirit of Selfless Selling inside you, here are some questions to ask yourself in any selling situation:

• How can I be of service?
• What do I need to know to help this person?
• What is their current situation and what is their biggest challenge?
• What information would be most valuable to provide?
• What stories would be most useful to share?
• How can I be clearer and demonstrate the value and the benefits?
• How can I make the choice easier?

When you discover this spirit or mindset of Selfless Selling you don't have to worry so much about sales and closing techniques, you make such a powerful connection with the buyer that the sale happens so naturally that it doesn't feel like selling.

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The More Clients Bottom Line: Real selling is Selfless Selling. It isn't about manipulation and it certainly isn't about techniques. It's about connecting authentically with another human being and discovering how you can work together creatively.

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Do you have an experience of using Selfless Selling or someone selling to you selflessly? Please share on the More Clients Blog.

Comments

[Robert]

Robert,

The thing I love about Selfless Selling is that it is centered around the customer.

The more you center your business around the customer, the more loyal they will be.

There is less "trickery", your marketing is more authentic and inevitably you feel better about what and how you are selling.

Plus the major upside is that it leads to better backend sales because your customers have a greater appreciation for how they were treated throughout the sales process.

Great article and excellent advice!

[David Ryan]

Robert, I would like to emphasize the importance of one of the self-evaluation questions you mention: "What do I need to know to help this person?"

In my sales and marketing activity, I find it's much easier to be a "selfless seller" when one has a strong technical background.

I market and sell media replication (CDs, DVDs & videotape) and multimedia services, and my extensive tech and production experience indeed allow me to act more like an advisor -- right out of the gate, at the first contact.

I can propose solutions myself to most of the technical challenges presented, without having to always call in one of our tech staff, or saying, "Let me get back to you on that."

This confidence apparently comes across and seems to help move a prospect beyond solely deciding on price. They start to value with whom do they feel most "secure."

And I use my own "added value" website/blog to reinforce that further. I often follow-up with a prospect by e-mailing a link to one of my blogs that is relevant to the subject we've been discussing.

The sum of the above efforts has worked very well for me and keeps me on track as a "selfless seller."

You are right. Usually the process is so natural that it just "doesn't feel like selling."

[Carol A. Briney]

Robert,

As always you hit the nail right on the head. I have always loved the idea of sharing what I do with others because I can fix so many of their challenges. Learning to ask the appropriate questions and listen, really listen to the answers makes all the difference in being a selfless seller. Because I finally learned to do just that I now get up in the morning and wonder just who will be lucky enough to talk to me today?
I love being able to make a difference for people. Thank you Robert for the difference you make. You are appreciated.

[Carol Ross]

Hi Robert,

Yes, I absolutely agree that selling is about service to others rather than serving ourselves. And in the process we do serve ourselves but that's not the primary focus.

I really like your last sentence about connecting and working together creatively. This speaks to the idea that I'm not doing something to someone, but rather I'm doing it with someone. The creativity piece is so important if the potential of the relationship is to be realized.

Thanks again for your clear words on this subject.

[Susan]

I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

Susan

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