Elbert Hubbard
“The businessman is one of the most important factors in a civilization and the salesman is the crucial element that makes it all work.” – – words that are deeply personal yet steeped in universal applicability.
The writer of the quote above was Elbert Hubbard, a rugged individualist and author of “A Message To Garcia,” a true story of initiative and responsibility, which sold over 40,000,000 copies worldwide, published over a century ago.
I agree completely with his words about selling if you also factor in the qualities of initiative and responsibility.
The word, “selling” is an active verb; it implies action, initiative and responsibility in it’s essence; a sale is after all, the apex of all activity involved in exchanging products or services for money or other valuable consideration.
As an active verb, it demands an action-oriented definition . . . so, here it is:
Selling – an action definition:
Selling: is the act of using effective communication to cause an increase in desire and to enhance the value of a product or service in the eyes of customer, resulting in a willing exchange of something of value for the thing wanted or needed to the benefit of both parties.
A conceptual understanding of each of these six key words, (communication, cause, desire, value, exchange, benefit) is all that is required to put them into immediate use in your sales today. Just read and understand the definition of each word; think of examples of each one; imagine how each word could be applied in the world you live in; and begin to enjoy the effortless benefits of their application.
1. Communication: the exchange of information between individuals, by means of speaking or writing; a sense of mutual understanding.
2. Cause: To make something happen or exist or be the reason that somebody does something; to bring into being or be responsible for a certain result.
3. Desire: to want something very strongly; a wish, need or longing for something.
4. Value: the perception of worth, importance, or usefulness of something to somebody.
5. Exchange: to give something and receive something of value different in return
6. Benefit: To give or receive help or advantage.
Note: A “benefit” is a highly subjective term, as what is considered a benefit is not common one for one. It is a function of what is considered valuable, and value is determined by what how much something is desired or wanted. The primary job of the salesperson is to increase the perception of value and desire in the mind of the customer.
If you consider this common-sense, action-oriented definition of sales as a tool for use, then, as you become adept at applying it, the more effective and efficient you will become in effortlessly achieving the desired results.
It is my experience and opinion that in the action oriented definition above contains all the fundamental ingredients necessary for any sale to take place. It is now up to you to apply the tool of knowledge to your advantage; as in the words of Elbert Hubbard, “You know what is good . . . only by trying.”
And, from the same author, “Truth for us is that which brings good results – happiness or reasonable conduct, health, peace and prosperity.” In other words, does it work to achieve the results you desire? If it does, then it becomes true for you. Any lasting value of knowledge is only appreciated when it is seen to work for you personally; and until that happens, it’s just somebody else’s opinion.
You’ll have to try it for yourself. I assure you it is worth the effort!
daniel w. jacobs
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