Over Thanksgiving break, I found myself with some quiet time on my hands. I was feeling a little restless, I’d already had a snack, so I went to my computer for a little digital puttering.
I ended up going through lots of documents I’ve collected over the years – how-to’s of various sorts, digital workbooks, and marketing materials from folks who’d tried to get my business after that “super useful free download, just enter your email here!”.
And I remembered why I, and so many others, have come to hate sales.
One of the PDFs I came across was a breakdown of how to craft a great email when you’re trying to land speaking gigs. It was a seven-point process of what to write in your introductory email, with items such as “reference a warm connection you both have in common” and “name something from their professional profile that indicates you looked them up”.
UGH.
While most people can articulate their aversion to sales (being thought of as a “used car salesperson” is the top-ranking reason people don’t want to “be in sales”), it only dawned on me in this moment precisely why I abhor the way many people teach or approach sales: it’s done in such a way that mimics connection but doesn’t actually create connection.
It’s like the Sweet’n’Low of connection. Kinda seems like something you want but leaves a bad taste in your mouth and ultimately isn’t great for you.
And in our world, where connection has become so scarce and hard to find and keep, the very last thing we need is sales-in-sheep’s (connection’s)-clothing.
The irony of course is that if we simply focused on connection – to ourselves, to others, to our work and our why – the sales would follow. Connection, in fact, is the greatest sales tool of all, and it’s always at our disposal, if we choose to lean into it.
Want to know the first image from googling “used car salesman” is? Wonder no more…