word "selling" takes on different
meanings to different people at different
times. Most people, even those "in
sales," seldom agree with the oft used
statement, "All selling is the same."
selling products, divide themselves first
into these categories: I go to the customer
or the customer comes to me. Then they
divide themselves into classifications
of manufacturing, wholesaling/distribution,
or retailing. Add to these the sub-divisions,
large vs. small products, durable vs.
consumable products, etc., and the differences
grow, and grow, and grow. And all sellers,
no matter what classification they fit
into, believe that the others' arenas
for selling are always easier.
not everyone sells products. There are
those who sell services. It is said that
selling services is the largest and fastest-growing
segment of the economy. Services are much
more difficult to sell and sellers of
services will tell anyone who will listen,
because customers can't hold it, drop
it, break it, or kiss it. This makes their
forms of selling different from and more
difficult than other forms of selling.
Lastly, there are those who will adamantly
state, "I'm not in sales, I'm in
__________!" (You may fill in the
blank with any industry or job title other
than "sales".) To those "not
in sales" selling is something others
do. I believe they take this attitude
so that they will not be caught or accused
of being in sales. Unfortunately, it is
these people who usually end up making
decisions about selling for themselves
and their firms.
all selling is the same? Yes, because
everyone shares the same four Selling
Situations -- External, Internal, 3rd-Party
and Non-Sales Selling.
Selling is asking someone outside an entity
(individual, department, firm, organization,
industry) to accept and adopt what is
being offered -- ideas, information, policies,
procedures, skills, products or services.
It is External Selling that most people
associate with the word "selling."
External Selling gets its input of what
to sell from its Internal Selling.
Selling is the transfer of information
about ideas, policies, procedures, skills,
products or services between those inside
an entity (individual, department, firm,
organization, industry). Internal Selling
can take place in many levels: for the
individual, it is their thought process,
for a department, firm, organization,
industry it is their converstations, and
when that information is passed on by
their External Selling it becomes others'
Internal Selling. The transfers between
levels is called:
Selling, helping others to buy/buy into
what one offers by teaching them how to
sell what is being offered. If others
do not believe they can talk with confidence
and intelligence and without the fear
of embarrassment, they will not buy/buy
into or pass the information on. It is
in 3rd-Party Selling that sales are lost!
Selling occurs when those who do not see
that they are "in sales" by
their negative action or omission cause
the customer to reject, return what is
being offered or go to another source.
They soon find they are "in sales"--
can be in all four Selling Situations
at any one time. They are not really separate
but separately they can make or break