The importance of selling

How many people do you know with the word ‘Sales’ in their job title?

Not many I bet. They’re a dying breed. Why is that?

Back in the ’80s and 90s, sales people were everywhere. But the behaviour of many, who would do and say whatever it took to get the sale, led to the sales rep going the way of the dodo.

Instead, people are now called Account Executives, Business Development Managers, or something similar. Marketing took over as the sexy job to have. And as we moved online, sales all but disappeared as a discipline within our businesses.

The thing is – every business NEEDS to sell. Without sales, we haven’t got anything to build or account for. Yes, marketing supports the sales effort, but ultimately we’ve got to close the deal.

We’ve forgotten how to sell. We still manage to close the deal, but very few businesses have a sales strategy, or know how to approach sales professionally. It’s time for that to change.

Over the next decade, I believe that sales will come back into fashion. But this time it will be different. This time it will be professionalised, and just as accounting, law, or quality management are seen as professional disciplines, so too will sales.

It’s okay to sell. To call yourself a salesman or woman. It’s the lifeblood of our businesses. And we need to start to feel good about it again.

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