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How to Stop Selling and Start Educating

By: Ed Roach

 

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I’ve just completed a workshop teaching branding to graphic design firms from Canada and the United States. As part of that training, confidence in selling is a crucial element in delivering branding to their customers. 

 
On the surface it would appear that selling is a crucial first step. “Selling” is a difficult skill for many of us—myself included. It’s something I work at tirelessly. Defining my brand and working at it is one part of my overall branding strategy. To me selling is a bit of a misnomer. I don’t so much sell, as participate in a conversation. This conversation involves engaging the potential customer is a discussion about their brand challenges and understanding just what it is that hinders it.
 
Sometimes the barriers are self-generated. These are things such as culture or negative past histories. We all know people who get in the way of themselves simply because they don’t believe they have what it takes to deliver on a desire. That lack of confidence holds them back. Other barriers are market driven like bad economies, dying industries etc. 
 
I recommend to businesses they should immediately change the conversation and watch opportunities present themselves. Customers cringe at the thought of someone selling something to them. Whereas they embrace conversations that help them. They also enjoy talking about themselves. I often enter into conversations where i am providing entry level branding advice on the spot. This is a great opportunity for me to show how fast I am on my feet, and how confident I am in what I do by my willingness to share. It’s no different than when in a networking situation—the wisdom is that you give before you get. 
 
Challenge your comfort zones. Drive yourself to succeed. Don’t let the words “it’ll never work” or the “time just isn’t right” ever pass your lips. I believe confidence comes from challenging yourself and believing that customers really do find you a source of value. An expert lies within all of us. Don’t trap yourself by assuming you know how others think of you. Sometimes that blank stare isn’t that they can’t believe how stupid you are but it is more, they are pondering the brilliant thing you just exposed them to, and they’re wondering how they can use that nugget to their advantage. I experienced that last thought more times than I can image when speaking to groups of people at a speaking event or in a sales meeting. Lack of confidence makes you think the worst. But when you believe in what you’re saying, those blanks stares are gold mines to opportunities.
 
It makes me smile to realize that the quietest person in the room is actually your biggest advocate. The word ASSUME feeds on a lack of confidence and is the biggest killer of opportunity. When you assume the worst, the worst is what you get. It’s not a hard concept to understand. Because I am aware that I have a difficult timing reading people, I have learned not to assume what lies before me. I often watch that person closer and give them time to react to what I’m saying and I’m often rewarded. All of this within the confines of a conversation on branding. I don’t think you can sell branding as much as you can build a hunger for more knowledge. Satisfying that hunger is something even the most shy can deliver. Imparting knowledge is enjoyable and the thanks awarded following such an exchange doesn’t feel disingenuous or contrived.
 
Trust in your experience. There lies the root of your confidence, and with that powerful conversations await you!
 
Published: October 6, 2014
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Ed Roach

For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiate them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions, and consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand, delivering a positioning strategy that can be taken to their marketplace. He is the author of "101 Branding Tips," a book of practical advice for your brand that you can use today.

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