The low down, dirty guide to sales: Pt 1…

As a copywriter, understanding sales and how the process works in general is very important. It’s what led me to copywriting to begin with. After 20-ish years honing this skill, I have a thing or two to say about it…and there’s a LOT. To be honest I wanted to write a book about it because there’s so much, but for the sake of waning attention spans, I’m going to condense the information into a few blog posts and you can let me know if you want more.

FACT: Selling is a core skill that everyone should have

Let’s start with what I think is obvious, but maybe not to someone just starting out or untrained (or trained incorrectly). Selling is a core competency skill. Just like math or English proficiency, being able to sell something should be in your professional toolbox even if you aren’t a “salesperson”. Being persuasive is necessary (yes, I said necessary) to participate in any negotiation. It is a nuanced interpersonal skill that will help you advocate for yourself or business.

To take it further, being persuasive is NOT being manipulative. It is being able to articulate through words, action and body language that you are ready to stand your ground and are also receptive to the other party. It is knowing that a shared outcome is the goal and that you will defend your position in order to achieve that. Not only will you defend your position, you will also communicate WHY it’s valuable for the other person to share your view. It’s a dance that includes both giving and receiving. The end result is that both parties will get what they need from the interaction. It is not about winning at the expense of another. This isn’t sports.

FACT: Understand the playing field.

There are as many different kinds of sales environments as there are fish in the sea. You can sell RVs or Soap and the landscape is going to be different for each. You can be selling B2B or B2C…also different. There’s also selling your idea or concept…you can be in a non-profit or government needing people to adopt your ideas.

ALL of these are sales environments. Conduct that is appropriate in one may not be appropriate in another. Basically, what I am saying is “read the room”. Every industry has best practices and often laws and ethics that govern the “sales” process. Learn what they are in your industry, because they were developed for a reason.

FACT: Being a maverick is not attractive

I’m not gonna lie, everyone wants to think that they are Don Draper from Mad Men (it’s an old reference, but appropriate), and I guarantee it’s always the new guy. For some reason there’s this myth that you need to be bold and innovative in sales. It’s almost celebrated as a personality trait. I think this narrative gives the false impression that you are trying to do something new and different; revolutionary no less. I hate to break it to you, it makes you look like an unhinged, unreliable self absorbed ass. I can say that because I was that at one point (no one’s perfect here).

I’m not saying you can’t innovate your process, but being really good at sales requires nuance and care. YOUR CUSTOMER NEEDS TO FEEL SAFE, and the focus needs to be on THEM. I shout this because everyone thinks big bright peacock feathers make them more attractive to a client. Wrong, it shows them that your focus is on you. And that’s a deal killer. And a relationship killer.

Moreover, if your customer can’t trust what you’ll do next they will never stick with you for the long term. They might buy what you’re selling but opt out of doing it with you on the next round, or worse, never recommend you to their inner circle.

FACT: Relationships are vital

I’m going to end part 1 with this. I know I’m losing you and you probably want to go TikTok for a bit or see what someone else is saying (I’m not offended). Relationships are the foundation on which we build entire careers. It’s a delicate social contract with your clients (or audience or constituency) that you will nurture and maintain…sometimes over years and the lifespan of your business.

Treating these relationships with diligence and care is so important. Knowing your customer deeply and taking the time to understand and listen with a servant’s heart is like gold. Everyone makes mistakes and you will too. You might mess up an email communication or send the wrong product by accident…but if you have a great relationship with your customer, you will be more able to overcome and correct than you would if your relationship was merely transactional.

I’m going to leave you here. In the next part I will go a little deeper into the nuts and bolts.

Thanks for hangin’ with me.

Your friend and favorite rioter,

A.

..