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I Hate Selling, So Now How Do I Convert Leads?

John Jantsch over at Duct Tape Marketing asked me and several other sales industry veterans the following question:

"I hate selling, so now how do I convert leads?"

His readers could then guess which sales author answered the question which way. Now that the cat’s out of the bag, I thought I’d share how I answered the question.

Many people love selling. They find themselves in careers that allow them to sell. They make a ton of money. They’re happy doing it.

They will do it in the rain.
And in the dark. And on a train.

Other folks – professionals, entrepreneurs, corporate leaders – find they love things other than sales, often choosing careers for the simple fact that they won’t have to sell.

They do not like selling.

They could not would not on a boat. They could not would not with a goat.
Not in the dark! Not in a tree!

Their anxiety and fear will not let them be.

Those that turn their sales fortunes around stop hating it.

I wish learning to love sales would be as easy as telling you, “Try it! Try it! And you may,” but it typically takes real work to lose the “I hate selling” baggage you carry around with you.

In Rainmaking Conversations we write about how conversations make the difference in sales success. Mostly, these conversations take place between you (the seller) and someone else (the buyer).

Before you start succeeding in sales conversations with others, you must succeed with the most important conversation of all: the one you have with yourself.

If you hate selling, this conversation starts with examining why you hate selling, where the hate comes from, and how you can turn it around.

Everyone must make take their own first step in this conversation, and find the path that works for them.

But the path always ends in the same place.

I do so like green eggs and ham!

Thank you!

Thank you,

(You)-I-am.

Additional Reading
6 Ways Selling is Changing

Selling like it's 1987 (or even 2007) doesn't work like it used to. The way buyers and sellers interact—and will interact—is changing significantly.

What is Consultative Selling?

Since Mack Hanan coined the term in 1970, consultative selling has been the most widely accepted—and most pursued—sales approach. The approach is characterized as understanding buyer needs and positioning offerings as solutions to problems.

While this has been the go-to approach for many sellers, massive changes in buying technology and the vast amount of information on the internet is significantly changing how buyers buy at an unprecedented pace.

Advanced Consultative Selling: Selling in the Blue Ocean

For the last 50 or so years, consultative selling has been the go-to approach for most sellers.

In traditional consultative selling, the buyer states a need and the seller positions their offerings as solutions to problems. This used to be enough to win the sale. But today’s buyers often perceive sellers and their capabilities to be somewhat interchangeable.1 This leaves sellers stuck in a capabilities battle, fighting price pressure.

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