Selling is Being Human

After my 2 decades plus in sales and then marketing, this is what I know:

1. The only way to sell anything is to communicate with another human being with authenticity.
2. You cannot be genuine if you don’t like people; if you don’t like people, Sales should not be your career.
3. “Selling” online is no different than selling face to face; people have to trust and believe you.
4. No one likes to be sold; people want to be informed and enchanted (if you don’t get that, buy Guy Kawasaki’s book)
5. If your product does not improve someone’s life no one will buy it.

I was at a seminar yesterday offered by Larson Juhl’s VP of Sales, Tom McCarthy – a real old school pro. He was speaking about a beautiful, top of the line Finished Corner frame to a group of 40 retailers. Instead of lecturing them about the products he taught them how to sell it and gave them a list of tips to make it easier. At the core of all of it was “know your stuff and enchant your customer but NEVER be disingenuous.”

That last statement can be applied to ANY kind of sales – ‘real’ or online:

“Know your stuff and enchant your customer but NEVER be disingenuous.”