"I hate selling."
I've heard that statement a thousand times–often from entrepreneurs whose success depends upon their ability to sell their ideas, their firm and their products.
And that's a shame, because if you hate selling, you'll never be good at it, and that means at least lost revenue–and in the worst case, company failure.
In my experience, it's the entrepreneurs who really love selling who are the most successful. Steve Jobs, for instance, was incredibly good at pitching his products. Watch any video of Jobs at an announcement, and you can absolutely feel his sense of joy–not just in the product, but in telling a story about the product. Jobs loved selling; there's no question about it.
Time for an Attitude Adjustment
When I interview the CEOs of start-ups, I can usually predict whether or not the company is going anywhere by the way the CEO talks about selling. If they think it's the soul of success, they're going to do well. If they think it's a chore, not so much.
So, if you hate selling, it's absolutely in your interest to get over it–and, even better, cultivate a love of the selling process. And that's what this post is about.
To help you through this process, let's examine the root of this "hatred." In my experience, people "hate selling" because they hold one or more of the following beliefs:
If you personally hold any of those three beliefs (much less all of them), there's no way that you won't "hate selling."
So the way to change your emotion about selling is to undercut those beliefs with different beliefs that will create a different emotion.
Is it really possible to change your beliefs and consequently learn to love selling. Oh, you betcha. I'm a perfect example.
When I started my own freelance writing business more than a decade ago, I dreaded selling for all the reasons I listed above. However, I quickly figured out that my success would be just as dependent upon my ability to sell as my ability to write.
If You Aren't Selling ...
Back then I was writing mostly about high tech, but over time, as I learned more about selling, I was drawn to start writing about it. Now I think it's one of the most interesting parts of the business world–because if sales aren't happening, you don't have a business.
I've also learned that selling is like any other human endeavor: The more you do it, the better you get at it. Also, when it comes to selling, a little bit of effort put into training yourself goes a long way. Ultimately, it becomes like riding a bike, automatic and easy. Fun, too.
So, if you still hate selling, I strongly recommend that you put those old beliefs aside and change your attitudes. After all, whether you like it or not, you're going to have to sell in order to be successful. Learn to love it, and you'll achieve your goals far faster.
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