This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.
Wendy Weiss, The Queen of Cold Calling™, is an author, speaker, sales trainer, and sales coach. She is the author of the book, Cold Calling for Women. She has also created numerous self-study programs including Cold Calling College, The Miracle Appointment-Setting Script and Getting Past the Palace Guard.
I Hate Selling, So Now How Do I Convert Leads 4
I looked up the word “sell” in the dictionary. This is what it said:
“To persuade (another) to recognize the worth or desirability of something.”
This definition assumes value. The concept of value, worth and desirability is inherent in the definition.
Unfortunately, in our culture, the word “sell” no longer simply means to persuade someone of the value of what you are offering. Instead it carries the baggage of distrust, dishonesty and manipulation.
Too many small business owners buy into this stereotype which stops many of them from taking action. It causes them to say, “I hate selling.”
“I hate selling so how do I convert leads?” is the wrong question. The correct questions are:
1. Do you believe in the value of your products/services?
2. Do your products/services provide a benefit to your customers?
3. Are you doing the best you know how to ensure that your customers get what they need?
If you have answered “yes” to the above questions, then you are proceeding with integrity. You are not manipulating, you are not being dishonest or untrustworthy.
If you want to convert leads, look at what you believe about what you are doing. Small business owners need beliefs that support their ability to be successful. The belief that selling is a negative activity is not a belief that supports success.
Let’s reclaim the word “sell.” Let’s redefine it to mean, “to persuade and convince with integrity.” Let’s remember that value is inherent in the definition. Then everyone would understand that as long as they proceed with integrity and as long as they believe in the value of what they are selling, selling is an ethical and moral act. Then more small business owners would no longer “hate selling” and would be able to convert more leads.