To sell. Selling is one of the most normal activities in the world.
If you have doubts about it, think that no one would deny that its counterpart, buy, obviously is too. We spend our lives buying things, and enjoying it.
The consumer society is characterized by its all-consuming urge to complete the cycle of buying, using, throwing away, and buying again. On the other hand, we love to spend money; the more we have, the more we spend.
So why does the world of selling bother us? Why do salespeople seem to us to be disreputable? It could be because the seller is always accompanied by an aura of charlatan whose goal is to make you buy. And here's the thing: making you buy is a compulsion.
Actually, we want to buy, and at the same time, we don't want to be sold. If I buy, I control it. If they sell me, I am the controlled one. If we enter a business with the clear intention of buying something, we want to be attended to as soon as possible, we keep our eyes straight and we walk with determination. If what we want is to look, which is still a latent state of purchase intention, we look askance, we walk through the safest corridors of the periphery and it bothers us that the seller approaches us as if we were prey.
Therefore, here is the dilemma for the seller, who wonders what to do. If you're aggressive, and it shows, your bosses will respect you and your clients won't. If you are excessively innocent, your clients will adore you and your bosses will not.
Most technicians advise using the bear trap tactic. That is, you put a stocks with strong and sharp teeth hidden somewhere. It is necessary that it is not seen much and that it does not look like a stocks, so we call the stocks a consultant, a salesperson or an agent instead of a seller. Furthermore, the stocks do not bite, they only inform or advise. The stocks must be still and concealing, but when the prey falls it must be fiercely forceful. For this reason, metaphors such as the funnel, the bullring or the room with closed doors are common in sales techniques.
Obviously, the bear is learning, and is becoming more adept at detecting stocks. In revenge, the modern customer is capricious and unfaithful, and is liked by anyone who has a better offer. It is their decision to buy from you or someone else among their growing alternatives. The modern customer is even more cruel, so he stalks the unsuspecting salespeople, extracts the information he needs to make a good decision, they extract the best price from them and then go, without regret, to think about it.
To sell. Selling will be the most normal thing in the world, but that does not make it attractive. Your most sought-after reward is pecuniary, that is, the money you can earn if you sell a lot. On the other hand, few jobs offer you the possibility of being your own pseudo company, planning your actions or organizing your time. However, the toll is high. You must have admirable fortitude to accept the no's and put the stocks back together.
Selling, is it something else? Of course. Economic transactions are only one part. Less tangible things are also sold, but much more important. An idea, a project, a resume, a charisma are sold; a lifestyle, an ideal body, a religious belief, a place in the afterlife is sold; a fashion, a political party, a reputation is sold and smoke is sold.
This last list gives more than enough reasons for a normal citizen to be interested in knowing the psychological, motivational and other mechanisms that give clues as to why the art of selling is tortuous for the uninitiated and rewarding for the well-trained.
We sell all, we sell everything and we sell daily. And this being the case, we must understand that the opposite of selling is not not selling, the opposite of selling is selling badly. Ask yourself if your children buy your ideas about school. Ask yourself if it would be better for you if, trained with the appropriate techniques, you know how to promote your product, with the best packaging, with the best label, on the best shelf, in the best store, with the most interesting price. Selling is living, so live and sell.
It is not good to leave something to chance that you are so interested in.
