We’re working on a couple of very interesting and fascinating projects lately.  What’s resonated the most with me about these projects, is likely the most important selling lesson possible.

Let’s face it, making sales is essential.

But, not everyone on every team sees themselves as a salesperson who wants to ‘sell’.

You can imagine how difficult it can be to engage a team of non-salespeople in driving sales.

Consider that even with a team of people hired to sell, it’s not always easy to get them to do just that.

Being a slave to a sales goal or a metric doesn’t always produce the results you’re chasing.

However, what these projects I’m working on has reminded me of is that when you put the customer at the centre of your efforts, sales naturally follow.

The projects I’m referring to are both in the health care side of retail.  Amazing people to work with.  But selling isn’t what they signed up for.  That makes perfect sense.

So, how do you ‘sell’ when you don’t want to ‘sell’?

You forget about trying to sell!

Instead, focus on the customer, and how you can help improve their life, their health, their stress, their comfort, their experience … whatever it is that your products actually do for your customers.

There are so many products created every year that really add value to people’s lives.   It’s that value that aligns with your customers’ true needs, and hopefully, even your own personal reason why you do what you do.

Yes, hitting a sales target is important.  But, more important, is making the lives of your customers even better.

Linda Montalbano is a true retail operator with a history of leading large retail teams to success. If you need a fresh perspective on what's going wrong in your stores, Linda is the one to tell you like it is and come up with a solid game plan to turn things around!

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