Everyone is Selling Something to Someone
Maybe sad ...but true.
At the end of the day, everyone is selling something to someone. It's a fact that we often overlook or deny. Perhaps we are like characters in "The Matrix," unaware that we haven't taken the blue pill yet. The act of selling permeates our lives continuously. Even when you are alone, you might debate whether to binge on that ice cream. Your "yes" voice, represented by an angel in my case, and the "no" voice, a small demon, are trying to sell you different behaviors. If even in solitude we engage in selling, imagine the dynamics when we are with others.
Non-Sales Selling Activities
Most of us associate selling with money changing hands. However, as Daniel H. Pink explains, there are many "non-sales selling" activities embedded in our daily routines. "I did not come to make a speech tonight. I came to sell an idea." Pink argues that we are constantly engaged in activities like persuading, influencing, negotiating, and bargaining to get others to agree or act in ways that benefit us. When viewed through the lens of these non-sales activities, it's clear that selling is ubiquitous.
Examples of Non-Sales Selling
Teacher: Selling Educational Performance
Teachers are not just imparting knowledge; they are selling educational performance. In public school systems, this may not be obvious. The traditional view is that the teacher knows, and the students listen. However, during my time in business school in France and a semester in the US, I experienced a different approach. In the US, students evaluated their professors, who had to deliver engaging and valuable lessons. This required teachers to sell their educational performance, ensuring it was worth the students' investment of time and attention.
Doctor: Selling Prescription Adherence
I once listened to a Freakonomics Podcast about the lack of compassion in healthcare. A doctor mentioned that by adding compassion to patient interactions, they could more effectively "sell" the prescription, reducing nonadherence. According to The New York Times, 20-30% of medication prescriptions are never filled, and about 50% for chronic diseases are not taken as prescribed. Doctors must sell the importance of adherence to improve patient outcomes.
Real Estate Agent: Selling Twice
Real estate agents sell twice without carrying the title of "salesperson." They help sellers market their property and persuade buyers to purchase, balancing both sides of the transaction. In "Freakonomics," Stephen J. Dubner describes how agents, motivated by commission, might push buyers to close deals quickly, sometimes overselling offers to expedite transactions.
Artist: Selling Performances
The entertainment industry, whether music, movies, or theater, is about selling performances. Artists must convince audiences to spend time and money on their work. This involves promotional tours and repeated interviews to sell their latest projects. Authors, too, embark on book tours to sell their work, even though they might not be traditionally viewed as salespeople.
Social Media Influencer: Selling Attention
Influencers on social media platforms like Instagram or YouTube sell content to gain attention, increase their rankings, and enhance their visibility. Successful influencers monetize their fame through direct platform earnings, advertising, or offering paid services. Even on LinkedIn, networking is a form of selling—whether it’s selling oneself for a job, a company’s services, or a position within an organization.
Conclusion
We are continuously engaged in selling to a wide range of counterparts—children, family, friends, colleagues, and customers. At any point in our day, if we are persuading someone to give up something valuable (time, money, etc.) for something we offer, we are selling. Despite the negative connotations often associated with selling, it is a fundamental aspect of human interaction. Recognizing this can help us better understand and embrace the various forms of selling in our lives.
Note: This article is a follow-up to “Selling: The Elephant in the Room, and Nobody Wants to See It. Including You.”