Selling global warming to the eskimos?

January 8, 2008 at 6:50 pm Leave a comment

Almost every organisation, from Goldman Sachs to Greenpeace ‘sells’ something. As a result, it’s important to understand the mechanisms of selling. At Bright Green, I believe we have a fairly easy ride. The combination of doing something we’re passionate about, whilst also offering clients a contingent service (which means if we don’t find someone for them, there is n fee), means that it’s relatively easy to persuade people to use us.

However, there are still some basics when it comes to selling that are too often ignored. Here is a non-exhaustive list of a few pointers:

1) Selling is about LISTENING not about TELLING. Studies regularly show that someone who listens and asks questions is more likely to sell that someone who tells the client how it is. Here’s an article that explores this concept – ensuring also that you ask the right questions.

2) Planning is vital when it comes to selling something. Make sure you’ve done your homework.

3) Make sure that a call or an email moves you on to the next stage. Make sure you’ve thought about the outcomes of your call/meeting.

4) Take note of what works and what doesn’t. By keeping a log of your sales and how you think you performed, you can learn a lot about how effective you are.

5) Don’t get distracted by the internet or email unless you’re Ebay or you’re an e-retailer. It’s a great place to do your research, but nothing’s better when it comes to selling than talking to people.

So sell well. And in our book, creating a need and then filling that need (as many of the world’s advertisers, or the fashion industry seem to excel at) doesn’t count! It’s clever, perhaps even more complex, but what does it achieve?

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