Have you thought of selling as a deplorable activity? I encourage you to change your position on that.

Selling is the fuel for a business. Without the fuel the business vehicle goes nowhere. Not long ago, selling was given short shrift. I think the sentiment is changing though.

Browsing the local bookstore, Amazon.com, and Barnes and Noble show a myriad of titles aimed at this topic. Many internet marketers realize that sales are the lifeblood of their online businesses. I often receive many offers to “double my sales”, “increase conversions” and “close more prospects”.

I’m sure you get similar things in your inbox.

Everyone understands when products move, services are rendered or information is sold… money changes hands. Why then, is selling still an activity that we procrastinate on?

1. Fear of rejection. Face-to-face selling is tough if the person is annoyed that your bothering her.

2. Taking the rejection personally. Hard to avoid sometimes after all, you did deliver the sales talk.

3. Failing to overcome objections. Buyer resistance is higher today because customers are savvy. They do their homework. They expect more…

Possible solutions?

a. Target your ideal customer. Create a profile of an ideal client. Check through your records for someone who matches that description. Gear your presentation to that person knowing that they’re predisposed to buying your product.

b.  Rehearse your presentation. Make sure you emphasize the benefits. People buy for emotional reasons not only the logical ones. Make the sale emotionally first then give them reasons to support it rationally. Smooth out your talk by practice. Get a friend, spouse or family pet to be the audience.

c.  Know your product. Not everyone is a candidate for your product or service. That’s common sense. Trying to fit every person you meet into the same category won’t help. Knowing who your product or service is meant for means you’re able to meet their expectations. If their objections are valid you can tell them confidently that your product won’t help them but here is someone who can. Then refer them to a trusted vendor.

If you run a retail operation and a prospect comes in the door, there’s a really good chance they want to buy — more, than you want to sell.

The position is a nice one to be in. In a sense, they’ve already qualified themselves and now all you need to do is listen, think and advise.