The Golden Rule of Selling

written by john c ashworth

The Golden Rule of Selling

Recently, I've been reading, Advanced Selling Strategies by Brian Tracy.

Actually, I've been listening to it in the car on the way to and from work.

This morning, Brian was talking about what he calls, 'The Golden Rule of Selling.' Which is…

"Treat others as you would like to be treated yourself."

Pretty simple, right?

Yes. Simple. But not often adhered to by salespeople too focused on their own agendas. Their own profits. Their own quotas. Their own commission plan.

The reason this rule is often ignored is that in order to adopt it, you also have to adopt a more long-range and patient plan when it comes to your sales efforts and your sales success. Because when you really commit to this kind of mindset, you have to be patient. You have to let go. You have to spend quality time building more lasting relationships with those you serve, and it won't always lead to an immediate result.

That's awfully hard to do when you're strapped for cash, your comission plan stinks, and you're struggling to pay your bills. You need sales now, and, while this kind of urgency is in fact necessary as part of your sales strategy, and WILL produce sales in the short run, you will also start sacrificing more income and more success in the long run because you'll turn a lot people off along the way.

And no one is perfect, by the way. I did this to someone yesterday. When I finally got through to him, he was quick to inform that he was just about done with me. I had been pressing too hard too soon. There is definitely a balance here. Not sure I’ll get this guy back, but in my defense this is also the guy who fought me hard on the fact that he just didn’t like our designs - that the colors just don’t look right; and then at the end of the call admitted that he was color blind. Nope, not making that up 🙂

You don't want to be weak and passive.

You don't want to lack assertiveness.

What you need is MORE finesse.

Zig Ziglar used to say that, 'Timid salespeople have skinny kids.' So, don't be timid.

Be diligent, assertive, and kind. Be an expert. Be a resource. Be valuable. And beware of your own agenda working to take precedent over that of your prospects’ agenda. Find a nice balance there.

In my current position as an account executive and salesperson at Frazer Consultants, we have an interesting perspective on the golden rule. Because when you're serving funeral directors and funeral homes with your products and services, you quickly discover just how demanding that profession can be; and just how hard it often is for funeral directors to find time to breathe, let alone revamp their entire online presence with a brand new website. Patience and persistence are essential.

Dealing with death is a full-time, 24/7 gig, and there is simply no escaping that fact. As such, we work very patiently, and when I heard Brian Tracy talking about the Golden Rule this morning, not only did that resonate, because that's almost always the way I've approached my work as a salesman and business owner, but it also spoke directly to the work I'm doing now with funeral directors.

The MORE you can treat the people you're selling to with respect and humility, and then combine this with your professional level of expertise about what you're offering and how it will truly help the people you're serving solve their problems, the MORE you will sell.

The MORE people will BUY.

The MORE friends you will make; and the MORE enriched your life will become.

Good luck and don't forget to have some fun!


About the Author
John Ashworth is an empathetic sales leader with an incredibly diverse background as a salesman, business consultant, marketing maniac, writer, Dad and full time Bohemian Athlete. aka Johnny Renaissance.

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