The wrong-and right-words for selling

By Jim Cooper

"Oh, but I'm not the sales type."

"Some people can sell, but I can't."

"Salespeople are born, not made."

"You have to be an extrovert to sell."

These are replies often heard from employees when told they are expected to sell. They may be bank tellers, automobile technicians, or hotel staff, and, though they deal with the public, they balk at the suggestion that their jobs entail an element of "sales." The reason for their reluctance is that management is usingand employees are hearingthe wrong words.

The word selling implies that someone does something to someone else, something that may not be desirable. 'We "make" sales; you "sold" him or her. To many, "selling" is akin to seduction or coercion. There is nothing in the verb to sell suggesting that a sale is, really, a two-way street.

Sale is the term used to describe the excharige of values between two parties. Agreement, contract, transaction, or deal may be used as well. The word selling, however, seems to frighten some people. They have forgotten that selling is really a positive

Jim Cooper is a third generation lumberman who had a second successful career as an advertising agency ownereditor word describing the communications between two parties leading to a pleasant conclusion or sale.

If you eliminate the word selling and words related to it and instead substitute communication, employees then may readily understand and accept what is wanted of them. When they understand they are to talk with people, would you then expect to hear these excuses?

"Oh, but I'm not the communicating type."

"Some people can communicate, but I can't."

"Communicating people are born, not made."

"You have to be an extrovert to communicate."

Your company's goal of providing excellent service to its customers is made easier when employees think in terms of communicating rather than selling.

"Selling" is not the only obstacle. Tell employees that they are expected to talk with prospective customers, and screams of terror often are heard: "Oh no. I can't talkto strangers. You

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