Selling Is Never About Convincing

From Mark Cuban on his blog “The 6 Things You Need to Know to be Great in Business“:

  1. Know how to sell.
    Selling means being able to convey why your product or service, which may be you if you are looking for a job, will make things better. Selling is never about convincing. It is always about helping.

  2. Put yourself in the shoes of your customer.
    If you know how to put the person you are dealing with in a position to succeed, you can be successful. In order to do this, you must be able to quickly understand the needs and demands of that person and those of the company(s) they work for or with….

I’m currently reading Dan Pink’s To Sell Is Human, and he takes a similar stand. The art of selling has changed: the vilified tactics of car salesmen no longer work in a world where the power of information is with the buyer. Caveat Venditor instead of Caveat Emptor.

He also argues that we are all involved in selling more frequently than we think — our ideas to bosses or investors, a job to a potential employee, weekend plans to a spouse, healthy food (and not great tasting food!) to a child, etc. Everyone should read this book.