This week, as part of my Business Course in the Ron Paul Curriculum I finished a book called Selling as Service written by Harry Brown, a business entrepreneur. I really enjoyed reading this book. You would be surprised by how simple, logical and easy it is to understand what he explains in his book! If you are interested in selling, I encourage you to get a copy of this book. It is also available as an eBook.
Now, my instructor, Dr. Gary North would like me to answer this question: “How does Harry Brown’s approach to selling rely on the principle of service?”
When you think of a business man or woman, what image comes to your mind? An extrovert who knocks on your door and flies through a presentation about a product you don’t think you need, or do not even want? If this is close to what you imagined, you are pretty much spot on with how many company’s sellers act and try to get sales. Kind of crazy, right? This is probably not someone you would want in your house, either! Unfortunately, this is how many salespeople act.
Harry Brown’s approach to selling is really easy and very refreshing when compared to the stereotypical salesperson. It’s a wonder that people all over don’t use this way of selling! The fundamental principle for appropriate and effective sales is, according to Brown’s words, you must “find the prospects motivation and appeal to it” (ch. 10) He feels selling should be considered a service, mostly because treating it like a game of tug-of-war between you and the customer is a waste of his and your time and completely the wrong direction to go. Why would you force someone to buy something that they don’t want? However, if you make the experience of selling something to someone about them and help fulfill their needs or wants, then why wouldn’t they buy? If two salesman are selling the same thing, but one focuses on being a help and a service to the prospect, while the other is in it to get money and a sale, I’ll bet that the customer is more willing to make a deal with the one who is being a good help.
By reading Selling as Service I’ve learned that the customer is the most important part of a sale. It’s not just making the sale to them but being able to help them. If I did a good enough job to where I appealed to the prospect’s motivations and they purchased my product, maybe they would be willing to recommend me to their friends!
Selling does not have to be a scary thing. If you do it the right way, it can be a piece of cake! Selling is a service when performed right, and there is no reason to do it any other way. People will be lining-up outside YOUR door just to get a product from you because of how well you sell!
RPC Student and Future Entrepreneur