The Art of Selling: What Sales Professionals Can Learn from Teachers
And you did not expect that.
Ladies and gentlemen of the sales world, gather 'round, for today we're delving into the intriguing world of "non-sales selling." Now, I know what you're thinking: "I'm a sales professional, what do I have to learn from teachers?" Well, my friends, it turns out that everyone is selling something to someone, and teachers happen to be some of the most unexpected salespeople in our lives.
Enter Daniel H. Pink, the man who cracked the code on the subtle art of selling. In his book, "To Sell Is Human," Pink eloquently explains that selling isn't just about pushing products or services onto unsuspecting customers; it's about persuasion, influence, and motivation, all of which we encounter daily, whether we realize it or not.
Let's take a moment to consider our dear teachers. These are the individuals we've entrusted with our education, often assuming they're simply granting knowledge upon us with the wisdom of a "savant sachant." But hold on to your chalkboards, folks, because there's more to this story than meets the eye.
Picture this: You're a business student in France (your servitor), and the opportunity of a lifetime presents itself – a semester in the land of the free, the United States. As part of the student exchange program, you suddenly find yourself on the other side of the education equation. You're not just a passive recipient of wisdom; you're now a discerning customer, evaluating the service you're receiving. The professor, my friends, is selling you an educational performance.
Your American professors are not merely fonts of knowledge but also charismatic entertainers, whose careers hinge on their ability to sell their ideas effectively. Interaction becomes the secret sauce. Instead of the traditional "listen and take notes" approach, you're asked to prepare, read, and participate actively. Professors orchestrate discussions, put things in perspective, and provide real-world illustrations to add value. They are not just educators; they are performers. And their success depends on their ability to sell their material.
Don’t you wished you had a professor like this?
Fast forward to your MBA program, where you encounter the same teacher for different modules. His lectures on Change are etched in your memory, and you realize something astonishing: his presentations, word for word, are identical. But this isn't laziness; it's a testament to the art of selling education.
Professors, just like sales professionals, meticulously create and collect their material, refining it to deliver a captivating performance every time. They are selling you an educational experience, and if they don't perform well, their fate is sealed in the end-of-program evaluations. If they can't sell it properly, they may not be invited back next year.
So, what can sales professionals glean from this unexpected source of wisdom? Plenty! Here are a few key takeaways:
Prepare Like a Pro: Just like those professors who readied their material, sales professionals must be well-prepared for every interaction with clients. Know your product inside out, anticipate objections, and craft persuasive pitches.
Engage and Interact: The key to effective selling, whether it's products or ideas, is interaction. Engage your audience, encourage questions, and create a two-way dialogue. In the world of sales, it's not just about talking; it's about listening.
Deliver a Performance: Sales meetings and presentations aren't just information dumps. They're performances. Like an educator captivating a classroom, you need to engage your audience, making your message memorable and compelling.
Customer-Centric Approach: As a sales professional, remember that your customers are your evaluators. Their satisfaction with your product or service ultimately determines your success. Tailor your pitch to their needs and concerns.
Continuous Improvement: Just as professors refine their lectures, sales professionals must continually refine their approach. Learn from each interaction, adapt, and evolve your sales strategies.
“I did not come to make a speech tonight.
I came to sell an idea*”
In conclusion, whether you're a seasoned sales pro or just starting out on this thrilling journey, remember that selling isn't confined to boardrooms and sales floors. The next time you find yourself in a classroom, a lecture hall or a townhall, take a moment to appreciate the subtle art of salesmanship at play. After all, we're all selling something to someone, whether it's an idea, a product, or the wisdom of the ages. Embrace the showmanship, polish your skills, and, who knows, you might just learn a thing or two about sales from an unexpected teacher.
Class dismissed.
* Quote from the beginning of Salesforce documentary about selling