As Richard Carlson says in his book “Don’t Worry, Make Money”, if you have something (anything) to offer someone else, you are, at least partially, a salesperson. “And that’s OK. … Selling is an important part of the web of life. It’s OK to sell. It doesn’t make you a bad person.” I’ve made this point in past ETR messages, but it’s important to make it over and over. I grew up in a family of academics. We looked upon anything commercial as detestable.
Since I reviled selling, I learned nothing about it. This hurt me in two ways: (1) I was easily duped and (2) when it came time to enter the workforce, I was lacking the most essential skill. I hope this doesn’t describe your situation. If it does, don’t worry too much. You can improve. I went from being a marketing ignoramus to being a marketing millionaire simply by plodding along, figuring out one little secret at a time, trying this and that, and studying the work of successful sellers. “Many people have a self-destructive attitude toward selling,” Carlson says.
They treat it “like a four-letter word, thus creating a wall between themselves and their own success. Rather than accepting the fact that we all have something to sell — our time, energy, ideas, products, vision, dreams, or services — they choose to deny the fact that they have anything to do with selling.” Like Carlson, I have seen this “silly belief” interfere with virtually every type of venture, including direct marketing, publishing, personal-service businesses, and even running a bakery.
If you despise selling and can’t stomach any sort of salesman, it’s time to change your tune. Virtually every great accomplishment since recorded history has begun with an unpopular idea that had to be sold. Selling is a useful and necessary part of life — and when it’s done well and for a good purpose, it makes the world a better place. Spend a few minutes today examining your feelings about selling.
Find out if you have any hidden prejudices that might be making it hard for you to sell the ideas, services, and products you have to offer. How good a seller are you? Do other people find your sales arguments hard to refuse? However good a seller you are, make a commitment to get better. Every new technique you learn will only make the rest of your life richer, happier, and easier.
If you’d like to learn the world’s greatest selling skills in the gentlest possible way, consider one of two programs that we regularly recommend to ETR readers: (1) the American Writers & Artists Institute’s “Accelerated Program for Six-Figure Copywriting” or (2) ETR’s new program, “Monthly Marketing Genius”. Either of these will teach you more about selling — and turn you into someone who can sell when, what, and how you like — in six months or less.