This post is part of our Weekly Tips series.
So if you hate selling, that’s good, because it means you have a natural aversion to doing something linked to manipulation, coercion, and general bad feelings.
Only there’s a problem, which is that you’re a professional, and by definition you have to sell. Yes, you. You may or may not have direct (or even indirect) responsibility for winning new contracts. You most definitely have to sell ideas to be effective in your role, whatever that role may be.
So now we have a conundrum. We have tension that’s not the creative kind. And that’s bad.
The antidote is ridiculously simple, really—so much so that it’s easy to dismiss as a trivial platitude.
Are you ready? Here it is:
In other words, when you aim to “sell,” don’t try to convince them to “buy”—that’s what leads to smarmy dictionary definitions and yucky feelings. Instead, help them make the best decision for them right now. That means do things like:
This week, set a different kind of goal for every meeting you have: to help your clients or colleagues make the best decision for them right now. What changes about your approach? Your experience? Your results?