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The Energizer Blog

  • Writer's pictureEileen McDargh

Stop Selling. Start Serving

John is like many sales folks. He's clever, competent, competitive and VERY hungry. In fact, looking at his bank account, he's begun to feel some panic when he sees that his services aren't being retained at the normal clip. Face it, John is scared. The desperation comes out in conversation. "I've just got to book some business. I'm making tons of cold calls a day. I think I've lost my edge. Why aren't people hiring me?" The answer: because John is TRYING to sell. He's focusing on himself and his need. And the self-service inevitably comes out. What's John to do? (1) Stop cold calling. It's only feeding his feelings of rejection. The negative spiral just sends him deeper into deeper pit. (2) Go back to his files and look for clients with whom he had a great rapport and did good work. Read the files and then visualize the relationship he had with them. (3) Call these past clients but not to sell. Instead, it's time to let them talk about their current state of affairs, how they are doing, and just catch up. If there's a way John can help them, great. But that's NOT the object of the call. John's call is strictly to be of service with no personal agenda.

That's it. Results? John finds himself relaxing into his natural state of being. His finds that's clients are delighted to hear from him. One or two begin talking about new ways they might use his service. He makes a few appointments. This is not a fairy tale. It happened to a wonderful sales colleague whom I coached. She discovered that when she let go of her needs, her internal well began to fill up with fresh ideas, renewed relationships, and possibilities for work driven by the clients and not by her. Serving beats selling many days.

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