Just What Do the Terms "Selling" or "The Art of Selling", Mean Anyway?

If you sell for a living or are considering selling, how you answer this question will have a distinct influence on how you will likely conduct yourself in the marketplace and how you are perceived by the majority of the public. I will go so far as to say, your chosen definition will actually define your career, ie: your income and in large part, your reputation. There are two generally accepted definitions associated with "selling" or the "art of selling". Interestingly enough, they are the opposite of each other. Let's take a look at them.

Definition number one, and by far the most common, would define "selling" or the "art of selling" as the act of persuading someone to buy (ie; accept) your offering (product, service or idea) primarily for the purpose of obtaining something of value for the seller. (usually money, but it could include a product or service. It could also include simple acceptance of an idea as in the "seller's" political, corporate or religious point of view, etc.).

Definition number two, and by far the least common, would define "selling" or the "art of selling" as the act of assisting someone to buy (ie; accept) your offering (product, service or idea) primarily for the purpose of satisfying that person's stated need or desire. As a result of providing this service, the seller obtains something of value. (Once again, this is usually money, but it could include a product or service. It could also include simple acceptance of an idea as in the "seller's" political, corporate or religious point of view, etc.).

I trust that the difference between these definitions is crystal clear. Definition number one comes from a position of "self service" stated to mean, to look after the seller's need to get paid first. The customer's need or desire may or may not be seen as relevant by the seller.

On the other hand, definition number two comes from the position of service to the customer as the primary focus with the logical and correct understanding that once the customer's needs or desires are met, the seller's need to get paid will logically follow.

I'm sure that I hardly need to tell you, most members of the public accept definition number one as being most accurate. Sadly, most salespeople choose to follow the same definition.

Earlier I stated that "your chosen definition will actually define your career, ie; your income and in large part, your reputation". Here is why I made the statement.

I believe the vast majority of the highest paid and the most respected salespeople choose to accept definition number two. These people are Sales Masters.

While it is true that there are certainly some high income salespeople who are self serving rather than customer serving, they are rarely, if ever, among the most respected in the profession. You know who these people are. They are the high pressure salespeople who race to get the sales closed. They generate a large number of customer complaints and feeling of buyer's remorse. They rarely obtain a referral or a repeat sale. They are the salespeople that customers fear will "rip them off". That's because many will deceive in order to close the sale.

True sales masters, on the other hand, are very high earners and are very well respected. They take the time to serve their customers attentively and as a result enjoy a steady stream of referrals and repeat customers. Masters do not experience the same stresses as other salespeople because they don't generate customer "HEAT" like others do. Masters have awesome customer satisfaction records. Plus, they receive and always enjoy a nice extra benefit. That is, they have no problem with the person they see in the mirror every day.

The definition you subscribe to is always a matter of personal choice. As a matter of guidance, I choose and endorse the second. I won't tell you what you should choose. I don't judge, but I can assure you most of your customers will. Choose wisely. Good Selling, because "Getting Paid is Good!!"

Jim Masson is a sales trainer and the author of the powerful sales training book "Getting Paid is Good!! Timeless Essentials of Professional Selling ... and more.", easily available online. He also is the author of dozens of published sales training articles.

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