Just One Thing: When Selling becomes Smelling

In this episode of Just One Thing, we’ll talk about an alternative to old-school selling — the art of relationship building.

In a previous post, I talked about when you accept someone’s connection request, only to be hit with a non-solicited sales pitch (sometimes in mere minutes).

This can happen anywhere — and it does — on social media, your website, blog, or in the analog world.

Here’s the thing: Nobody Likes to Be Sold.

Even the people doing the selling don’t like to be sold, but old-school selling tactics are so ingrained these didactic, non-effective strategies appear to be the only option.

This is when selling becomes “smelling.

I know this may sound a little silly, but adding an “M” to “selling” literally spells smelling.

Avoid it, just as you would an expired container of milk.

Instead, we need a different strategy — relationship building. This includes a giving philosophy, one that delivers value, solves problems, addresses pain points AND treats people like human beings. The more we can develop relationships and make things feel like a dialogue (even if we’re not actually talking with the person … yet), the better chance we have of developing a relationship with them.

The results can be amazing: you might find a friend, colleague, or start getting referrals. And when that person you’ve developed that relationship needs what you do, who do you think they’re going to call? YOU! Because they know and trust you.

My son, Joss, likes to say “selling is smelling, and relationships are compelling.” I agree …

Actionable Items:

  1. Make space to meet with your team and assess your sales and marketing strategies. Can you connect with other human beings in a more human way?
  2. Read these two books
    – The Little Red Book of Selling, by Jeffrey Gitomer
    – Go-Givers Sell More, by Bob Burg, John David Mann

May this episode of Just One Thing help you grow your business!

Stay well.

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