Don’t Sell; Enable Customers to Buy

An enormous amount of damage has been done to the profession of sales, and capitalism in general, because business people often believe their objective is to “make a sale.” In most cases, that’s short-sighted and wrong. The very words “sales” and “selling” convey pushing something on someone, often something they don’t need or want. How would you feel if you learned that your physician believed his mission is to “do procedures” on you?

Obviously, you would consider it highly unethical. At the same time, the used-car salesman who subordinates his own desire to make a sale in order to serve the best interests of his customer is demonstrating great professionalism. Professionalism is demonstrated by serving customers, not exploiting them. This is particularly important if you’re selling your expertise because you must be trusted before that expertise will be accepted or purchased.

The objective of the professional services provider should never be to make a sale. It should be to empower customers to accomplish their objectives. Just as the good physician will conduct a diagnosis before attempting to prescribe a treatment plan, professional service providers must develop the skills to diagnose their clients’ condition, determine their underlying needs, and only then prescribe the best “treatment plan.” Get good at helping your customers accomplish their goals and watch your sales rise!