The Goal is to Sell
Posted on Mar 27, 2018
Without sales, no one would be doing much of anything. Selling makes the world of business and commerce go round. It’s not just salespeople selling. It’s everyone.
We can innovate and build and create and organize and add processes and market and strategize and promote 'til the cows come home. But if we don’t sell…or sell enough… none of it really matters in the world of commerce.
Sure we need something like a product or a service to sell. We even need a marketing plan or 'go to market' strategy. But even before that, we’re already selling. We’re pitching the ideas. We raising money and convincing others to invest. We influence early buy-in from critical and potential stakeholders. We may even get some pre-sales commitments and funding like buying a condo before it’s actually built or raising money for a start-up on Kickstarter.
Once we’ve 'sold' the idea, we need to continue the sales momentum as we begin to build and market it in order to sell and sell more of it. So many initiatives, campaigns, and start-ups fail because they haven’t made sales part of the initial strategy. Wouldn't it be nice if great ideas and products just sold themselves? Eventually, some do, but it never starts that way. Sales starts with the 'sale of an idea' before it becomes anything else.
The objective is to successfully sell something - a product, a service, an idea. And if what you did to try to sell it doesn't work, you change the strategy until you get it right. The goal is to sell, not stay stuck or loyal to a way of doing things. I learned this lesson a very long time ago in a part-time job at a retail clothing store. The regional supervisor asked me to build a display and put at the front of the store. After a while, she asked me to do it again. And again. Finally I asked her why she kept making me do it over again. Her response was the previous displays didn't attract customers into the store - the last one did. Bingo. The lesson was invaluable. The clothing in the store were still all the same - but how I presented it is what did change.
Remember, it's the goal to sell or sell more that doesn't change. The 'how-to' is what needs to remain flexible and dynamic. Keep finding new innovative ways to present something.