Guest post: Selling doesn’t have to be a dirty word

Posted by Justin Goldsborough | 0 comments

This guest post by Valerie Simon is part of an in-depth series on selling in the communications consulting world.

Robert Louis Stevenson once said, “Everyone lives by selling something,” but I think most people have a fairly similar reaction to Justin when they hear the term “sales”.

When you say sales or selling, I cringe. I immediately think of some dude I’ve never seen before knocking at my door and rattling off the company line trying to tell me why I’ve gotta have the latest gizmo or gadget he’s pushing.”

“Selling” can indeed sound like a dirty word… especially when it conjures up visions of someone pushing unwanted goods or services.  But as Chris Brogan reminded us yesterday, YOU are in Sales, and the best sales people are not simply pushing product, they are listening for needs.  As Senior Vice President of Sales for BurrellesLuce, I am proud to admit that I love sales and hope that I can inspire you to embrace your own sales role by tackling some of the questions Justin posed.

Where do you draw the line between pushy and persistent?

You don’t draw that line… The customer does. If you have done your homework and believe you have a qualified prospect, don’t hesitate to ask for the business. Most people shy away from “the ask”, fearful that they will appear pushy. And with that hesitation, opportunity disappears. Rarely is a polite inquiry or question “pushy.” Once the conversation has begun however, you are responsible for listening and using sound judgment. As a PR professional, you understand the importance of building credibility. If you are not the best resource (whether you are pitching a reporter or a sales prospect), try to provide another resource. Wasting time with someone who is not interested is not going to help anyone.

How do you prefer to follow up with prospects?

Quickly, thoroughly and in a manner that will exceed expectations. The tool for follow up (phone, e-mail, social media, or in person) depends not only on the prospect, but on the specific needs. Use every follow up as an opportunity to earn trust and respect. A good rule of thumb is to mirror the communication style of the person you are trying to assist.

Are you direct when you sell?

Always be transparent. I am proud to work for BurrellesLuce and strive to make sure that my affiliation is always clear. While I have a clear, strategic sales plan, it can be difficult to limit sales within the confines of a plan. I am excited by what we are doing at BurrellesLuce which means I am always sharing… and selling. Friends have become clients, clients have become friends.  Regardless of the genesis of the relationship, I have found that as long as I listen to their needs, business and pleasure mix rather nicely!

What tips and tricks do you use to show your experience and knowledge?

A friend once told me she believes that “selling is both a feeling and a thinking proposition” and I believe that is a key ingredient for success.  I strive to be both sensitive and thoughtful. I use the “need behind the need” sales approach and find people who have the need of what I have to sell.  There’s no buyers remorse when you provide a solution to a challenge.  As PR professionals, you understand the importance of storytelling. Of course every story needs to be filled with substance. Case studies, recommendations, testimonials… I confess many of my favorite sales were truly won by happy clients who shared their experiences!

My tough advice is to remember that when it comes to making a purchasing decision, no one cares about you, your business or even what you are selling.  Decision makers care about themselves and the needs of their business and customers. Now I don’t mean to diminish the value of relationships; relationships can open doors, create opportunities, build trust and offer tremendous value. But if you are looking to succeed in sales, you must check your ego at the door and strive to understand your customer’s needs. Listen to both the words they say and the underlying need. Consider how you can help them. What you can offer today and what you’ll need to bring to the table tomorrow.

But perhaps the greatest secret to success can be found in the words of Og Mandino, author of The Greatest Salesman in the World.

“Beginning today, treat everyone you meet as if they were going to be dead by midnight. Extend to them all the care, kindness and understanding you can muster, and do it with no thought of any reward. Your life will never be the same again.”

Valerie Merahn Simon serves as Senior Vice President, Sales at BurrellesLuce. She is co founder of #PRStudChat and #HAPPO and can be found on Twitter @valeriesimon or LinkedIn.