If you struggle with the idea of selling because you think it’s wrong, unethical or manipulative – or the biggest problem of all: that it doesn’t align with your values: I wrote this one for you.
Because yes, the names in the subject header each were phenomenally good salespeople.
Even Jesus was a terrific salesman.
Yes, I’m going there. You coming?
See, while none of these people traded time or goods for money, they all spent their lives selling ideas.
They had a mission for the benefit of others, they believed in it, and they worked tirelessly to give people reasons to buy in to that mission.
Their job wasn’t to sell so much, but to *enroll* people in their mission.
And that’s what ‘selling’ comes down to.
Enrolling someone in something.
Joining a movement for change, finally going on a diet, sticking with your exercise regime, flossing, or indeed: seeing yourself as a happy, satisfied buyer of something, who’s happy that the money was spent – because look at that computer or car or training or coat that I’m so happy with!
Where it comes to selling in a business context, what you’re doing isn’t manipulating or forcing or coercing:
Instead – if you do it right and you’re ethical (unlike politicians, who are also good sellers but who often appear to suffer from a condition called ethics-deficiency) – ‘selling’ to a potential buyer is a way to invite them to buy into a different view on themselves.
Correct, effective, ethical selling means you provide a way for the other person to see them in an ‘after’ stage, where the problem they have is sold.
You don’t ‘sell things to people’ – you enroll them. IF they want to.
Note that I’m eating my own dogfood here: I’m trying to find a way for you to buy into a different view on sales – one that will make a massive difference to your enrollment process.
Is it working?
Also published on Medium.