The great secret of sales is that being good is the selfish thing to do.
I’m sure goodness is the last thing that pops into the popular imagination when anyone thinks of sales. Sales and goodness are immiscible, to most people’s way of thinking. Effective sales is as much a moral proposition as working for Greenpeace, the March of Dimes, or the Catholic Church. (Well, maybe more than the Catholic Church given the fallen nature of some of the priesthood.) Sales is a vocation that should be a calling every bit as “other” centered as any of the so-called helping professions like ministry, social work, psychiatry or nursing.
The cliche of the sales ethos is most memorably summed up by Michael Douglas playing the smarmy M&A corporate snake oil purveyor Gordon Gecko in Wall Street. “Greed is good.” (My personal favorite testosterone-fueled salesman is Alec Baldwin as Blake in Glengarry Glen Ross personifying a stone-cold amoral hunter–a fierce closer, a killer and a “winner” at any and all costs.) Or the TV car salesman riding on the back of a hippopotamus, screaming “Deals! Deals! Deals!” into the screen.
Vince Lombardi is famous for saying, “Winning isn’t everything, it’s the only thing.” Much as I admire Vince Lombardi, I don’t agree with the tone of his statement even in football, and certainly not in life. But I can assure you as a salesman for my own executive sales company Corporate Rain International, the way of winning in entrepreneurial sales is simply the path of service, truth and genuine care for potential clients or buyers. The really good salesmen I know are people who truly care about their clients. And by this I mean a soul deep caring, as to a fellow inhabitant of God’s universe, not the ersatch empathy or facsimile fellow feeling of the manipulator.
The “winning” of the salesman, and a true “selfishness” leading to long-term sales success, lies in really being good, bone deep good. Or as close as we can expect to be as imperfect beings. Just as physicians owe their service first to their patients, so salesmen owe their truth and passionate caring to their client at a soul deep level. This is not a treacly, wussy, or pollyannaish idealism. It is a winning and selfish practicing of goodness.
In fact selfish salesmanship, in the larger picture, is serving all members of society by the way you do business. Capitalism itself, in it’s best form, is simply dealing with customers and suppliers in mutually beneficial exchanges of goods, services and money. That’s how I try to see myself as a capitalist. That’s how I see myself as a entrepreneur. That’s how I see myself as a salesman.