Selling - it's all about attitude
Selling - for many of us it probably ranks with public speaking in terms of things to avoid. But you've made that piece, created that performance, written that song and people need to see, try and buy. That means someone needs to sell and that someone is probably YOU.
In the latest Generator, we take two approaches to selling - what goes on in your head and how to actually make a sale.
Selling comes in many guises - 'buy what I've made' - of course that's selling, but so is 'fund my project', 'write me an endorsement' and 'spread the word'. It's just that money is not the currency for some of these things.
With more than a decade of experience working with creatives, Lorraine Blackley certainly understands what can go on in your head. ‘I am a creative, I need an agent to do the selling, I do my work for the creative and cultural value and when I make it about the money, I lose integrity’ are just some of things she hears (even in her own head).
Her top tip? Develop your storytelling skills and tell authentic stories. If who you are talking to likes the way that story makes them feel, they will be more likely to buy.
Paul Blomfield recommends banning 'can I help you?' from your language. ‘How’s your day?’ is easy and useful. Listen to the customer’s response. A tough day, a stressful situation or a euphoric response could all play a part in building empathy and your eventual sale. So could a smile, knowing what you're talking about and believing in it.
In our exercises, Lorraine helps you prepare yourself to sell by battling those gremlins, clearing any subconscious blocks and resistance to selling. “Use your imagination to create a new reality.”
Once you’re ready to sell, Paul helps you avoid getting 'NO' for an answer, by practicing your closes and handling objections. ‘You want them to tip over the edge of decision and into that euphoric place of decision. You want a YES.’
By working through both articles and exercises, as well as the other resources on Generator this month, you’ll be on the way towards selling WITHOUT selling out.
Times are tough. I know I need to sell but arrggh how do I do that?