Download: MP3 (4.5 MB)

A lot of people feel awkward, gross, and slimy when they sell. How do you sell without feeling awkward?

You have to believe in what you sell—that’s the answer right there.

Why Do You Feel Awkward?

I think you feel awkward because when you think of sales and selling, you think of salesmen.

What is the job of a salesman? The job of a salesman is to get you to sign on the dotted line.

They want to get you to sign, buy, purchase, rent, or lease, and that’s it. Their job is over.

If you don’t like what you bought, either the product or the service, that’s customer support or the refund department’s job.

The salesman’s job is over, so he will do anything it takes to get the sale. He has to get the sale.

That’s why you don’t like salesmen, because the only job of a salesman is to get you to buy—that’s all they care about.

They don’t care about your experience and they don’t care about what happens after you buy. It’s not their job.

You You Are Not a Slimy Salesman

There’s a difference between you and a salesman. The difference between you and a salesman is you are the person who has created this product.

We’re talking about you selling things that you believe in. Something that you were a part of creating.

Even if you weren’t a part of creating it, and maybe you are just a salesman, the only way to sell something without feeling awkward, bad, guilty, or gross, is to believe in the product yourself.

You have to de-stigmatize the word “sell”.

You have to stop thinking about sales as a dirty thing. Sales is not a dirty word. You have to believe in what you’re selling.

It’s not a product that you’re selling.

When you believe in what you’re selling, you’re selling a better version of the customer.

They’re not buying the product, they are buying a better version of themselves and that is what you sell and believe in.

If you’re naive, you might hear all of this and think, “Ok, that’s great. I’ll keep that in mind for when I want to sell, but in the meantime, I’m just going to operate my business without selling because that feels a little bit awkward to me right now.”

No! You can’t do that! You have to sell to be in business.

Business is selling. You have to have cash. Cash is survival. You can’t make money unless you’re selling.

There is always some form of selling. You can’t get away from selling unless you simply don’t want to be in business.

If you’re not selling, you’re not making money. If you’re not making money, you can’t operate. If you can’t operate, you no longer have a business.

Who loses? Everyone loses.

You lose because you have no business and the customer loses because you’re no longer there to help them out, benefit their lives, make them a better person, or give them a tool that solves a problem. You’re gone because you didn’t sell.

People Value What They Buy

People value things they get for free, but not very much.

The things that they buy—the things they have invested in—are things that they value.

When they’ve bought something with cash, hard earned money that they had to work for, then it means something to them. Then, they actually apply whatever it is that they bought.

If you’re not selling, you’re actually doing your customer a disservice, because you’re preventing them from getting the most value out of it.

You’re preventing them from actually applying the thing that they bought.

If you feel awkward selling, it’s because your focus is in the wrong place.

Your focus is on yourself and that’s a problem.

If you’re focusing on yourself and how awkward you feel, it’s just going to perpetuate.

You’re going to continue to feel awkward, because selling isn’t our natural state, so we don’t want to come out of our natural state.

If we focus on how awkward that is, it will continue to be awkward. You have to focus on the customer.

How are you enriching their lives? How are you making them a better person? You’re selling the benefit.

You’re selling what the customer becomes as a result of your product and that’s what you focus on.

You have to believe in what you’re selling. Always be providing value, but in the same breath I have to say: if you want to remain in business, you must also always be selling.