Sales is NOT a Dirty Word!

by David Stewart (other articles by David Stewart)

I was scrolling through online chat boards the other day and I came across a post from a well-known real estate trainer. He told his audience that if they showed up to an appointment as a salesperson they should expect to be treated like a salesperson and this was to be avoided at all costs. Ok, so I should arrive as a giraffe? A mechanic? How about a courier, would that be better? This approach smacks of deception to me and any form of deception has no place in professional sales. Selling well is not about slickness or lying, it’s about connecting a willing consumer with a beneficial product and ensuring that the process is completed in the smoothest possible way. Forget the old stereotypes, sales is based on meeting consumer expectations and making the process of buying easier and pleasant, something this trainer obviously fails to understand.


There is nothing wrong with being in sales, in fact sales and the people who work in the field are the grease that keeps industry going. Sure we have to have the people who make the stuff and we have to have the people who deliver the products and we certainly need people to buy the products but when a producer needs to bridge the gap between their product and the consumer they call on us, the salespeople.

With this in mind we should not hide who we are, we should not shy away from the fact that an accomplished salesperson is able to provide a win-win solution for everyone. We ensure that the product, in my case residential property, and the consumer are given every chance to connect and if all goes to plan my client, the Vendor, and the purchaser both walk away from the deal getting exactly what they want, the product sold and the consumer with a fantastic property to call their own. Where is the shame in this? What needs to be hidden in this process? It is sad that professional salespeople are told to hide their profession, to pretend to be something other than what they are meant to be.

I don’t apologise for one minute that I love sales. I have been in sales my entire life and there is no other field that provides the challenges, the excitement and the sheer buzz that a successful sales career can. For those of us who have dedicated our lives to sales it becomes much more than a job, it becomes an art form that is carefully honed over years and years of success and failures. We learn from our mistakes and we soldier on. I have travelled the world learning better ways to ply my craft and over the last 20 years I found a profession to be proud of. I create solutions and done well, sales is a wonderful thing to behold. Sales gets a bad name from those who do it badly but what industry doesn’t have the bad in it? Are all lawyers QCs? Are all electricians great at their job? Obviously no, there are those that should really find some other way to make a living but for those who excel at sales, there is nothing to hide.

Be proud of the job you do and understand that a good sales person, whether you are selling real estate or paint supplies, is a vital part of the consumer process. The next time someone advises you to hide from what you are, remember that just because he or she is scared of sales, you shouldn’t be. There is probably a very good reason why they are afraid of sales, they either can’t master the art or they are so full of self-doubt that they fail to see the unique beauty of a sale well made.

24th February, 2014

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