Partner Article

The 'S' Word

Like you, I meet Account Executives, Receptionists, Marketing Consultants, Solicitors, Waiters, Client Service Co-Ordinators, Shelf Stackers, in fact all kinds of people and I know they’re just titles, but does nobody sell anthing anymore? I’ve just visited the websites of 4 universities and whilst they all have courses on ‘Business’ and Marketing’ and the like, not one has a course on selling. (And I was just about to load this article on to the website when I was given the chance to attach as many as 3 ‘tags’ from a selection of 59 options; not one of those options was ‘selling’.) Selling; it’s one of the most important jobs in the world - nothing happens until somebody sells something. I realise that ‘selling’ can have some negative connotations but the danger of all these wonderful job titles is that no one sees ‘selling’ as part of their job and so no one is trained for it.

The reality is that everyone (to a greater or lesser degree) and I do mean e-v-e-r-y-o-n-e is in selling, but the scary thing is that most people (including company bosses) don’t realise it. For example, I seriously doubt that most waiters, mechanics or reception staff see selling as part of their role. But it is. It might not be their job to get the client to sign the contract or part with the cash, but IT IS part of their job (and that of everyone in the company) to do what they can to ensure the experience of the client / customer is a good one and so help to persuade (i.e. sell) that customer to come back again.

Selling is a skill that encompasses so many things such as listening, empathy, shaking hands and making eye contact. The truth is, most of us aren’t born with these skills in abundance, some of us are born without some of them at all. But they are skills we can learn. Are you happy to let your staff continue to deal with your customers without a little guidance in the full knowledge that they may not be equipped to deal with them properly?

Oh and by the way, whilst ‘selling’ might have some negative connotations, staff who are rude or obnoxious or unhelpful or unsmiling or miserable will drive away far more customers and so do far more damage to your business.

Contact a training company, get some references and invest in your people. Your customers will be glad you did.

One more thing - No, I don’t own or work for any kind of training company.

This was posted in Bdaily's Members' News section by Austen Hempstead .