The Real Secret to Selling

Over the past few years I’ve spent a lot of time selling products and services. And I think I’ve discovered the secret to selling.

The “trick” isn’t buying audio programs and training curricula.

It’s not making personal connections with your clients.

And it’s not doing your research beforehand.

Of course, all of those are excellent techniques and can make you a much better salesperson.

But the real secret to selling is much simpler:

Just do it.

I know that sounds pretty simplistic. And I’m sure you’re disappointed. But here’s why I say it: In the real world, where our true colors are shown, most salespeople just aren’t selling.

Even most ambitious salespeople aren’t usually selling. We salespeople are master procrastinators.

Whether it’s checking e-mail or the news, planning our work and schedules, talking with our sales teammates, researching our prospects, learning our products, it’s very likely we’re trying very hard to not make a sale.

In fact, it’s amazing how much time we invest in making ourselves better at sales–reading, practicing, getting advice and coaching–instead of actually selling. (Which is strange, because the best teacher is experience.)

Even once we have learned how to sell well, once we’ve had some success, and put up some good numbers, we’ll still look for excuses to do anything-but-selling.

Now please understand, I am as big a supporter as any of serious self-improvement in professional skills. I regularly take classes, read books, and use programs to work on my own skills.

And many sales positions require the effective salesperson to spend the majority of his time working on prospecting, preparation, and follow-up.

But when it comes down to it, the most important trick to selling is just taking the step between “getting ready” and actually-doing-it. Because that’s the step most salespeople hate taking.

Not only is it the most important, it’s also both the easiest step and the hardest step. And it is completely psychological.

Unlike professional training products, just-doing-it costs nothing. And since experience is the best teacher, you can be sure of its value. It is more rewarding than any other part of the process, and it’s earning you a paycheck.

Should be easy. Right? But it’s not. Ask a salesperson. There are lots of reasons salespeople spend the vast majority of their time not selling. But regardless of what those phobias are, if you’re a salesperson, deep down you probably want to beat them. Right?

Well here’s the secret: JUST DO IT.

Your numbers will increase. So will your confidence. And so will your skill.

That being said, I know how hard it is.

So here’s to you, to my courageous brothers and sisters in sales. Here’s to you who spend your life repetitively offering products.

Today, make a sales call. And then make another. And another. And another. And another. And another. And another. Your fellow salespeople and I are rooting for you!

(Oh, and then go invest in a good book on sales strategies.)

The same is true with most areas of growth in our life. I love (and personally use) inspirational and strategic books, training materials, careful planning, and the like. But when it comes down to it, half the time we’re just stalling.

No matter how many smoothie makers and nutrition books you buy, you won’t lose a pound until you add action to planning, doing to wanting. If you want to get better at working out, do it more. If you want to get better at writing, do it more. If you want to get better at listening, do it more.

If you want to get better at anything: Just do it more!

How do you overcome procrastination due to laziness or nervousness?