The Art of the Sale
Two of my favorite things are art and marketing, so today I am going to combine my two interests and write about the art of the sale.
Let’s face it, marketing is nothing more than finding a way to get conversions. And what are conversions?
Yes, they are sales.
Many marketers will tell you that selling is an art form, yet many others will say it is not an art, it is a skill.
I will take that one step further and profess that selling is a skill, but when perfected, it is an art form. Otherwise, what other explanation would there be for the highly skilled salesman that makes many more sales than another highly skilled salesman in the same field.
I’ll give you the explanation…
The more successful salesman has perfected his craft to the point that it is an art form.
Some authorities on the subject disagree.
According to this article in Forbes, selling is not and art, but rather a skill that can be learned by anyone.
Here are some suggestions for mastering the art of the sale:
- Find your customers problem and offer them a solution.
- Show your customer the difference that your product or service will make in their lives.
- Provide your customer with value and remember that value is not the cheapest product.
- Don’t sell your product, sell the problem that your product solves.
I think most of us have had at least one terrible sales experience and probably more than one.
Think back. Was it a lack of skill or a lack of artfulness that made that experience so bad.
In his book, “The Art of the Sale”, Philip Delves Broughton suggests that “”It holds that in a properly functioning democracy, no matter the condition of your birth, if you can sell, you can slice through any obstacles of class, status, or upbringing in a way inconceivable in more hidebound societies,” Mr. Delves Broughton writes. “Selling well, in this view, is also a reflection of a healthy character. It means you are the sort of person people are drawn to—hardworking, clean living and trustworthy.”
That may be the whole key to the art of the sale…
To be the kind of person that is hard working, likeable, and trustworthy.
I really enjoyed Mr. Delves Broughton’s book and highly recommend that you add it to your reading list. It is available at Amazon.com.
So the art of the sale is of great importance to everyone, regardless of your profession. If you really think about it, we are all in sales at one time or another. Some of us will sell products, some information and some of us will have to sell ourselves to a prospective employer or the college or university we wish to attend.
At the end of the day, we are all involved in sales in one form or another and every individual could benefit from the art of the sale!