When I was working at Adams Outdoor Advertising, they brought in Dr. George Pransky of Pransky and Associates to talk about what would make us successful. One of the things he talked about was a three-legged stool. The three legs were: You have to love people, love your product, and be resilient.
#2 on the three-legged sales stool is today’s topic: love your product
It’s one of the oldest sales adages out there, you can’t sell what you don’t love. And, it’s so true. It’s really hard to convince someone else that you have the greatest thing since sliced bread if you aren’t convinced of that yourself.
Does that mean you have to believe your product or service is right all of the time? No. When I was selling billboard advertising, I knew my product wasn’t right for everyone. But, I targeted the customers I knew it was right for and shared my love with them vs. those it couldn’t help. And, by the way, I’m still madly in love with outdoor….good outdoor that is.
This “love your product” advice is also why I work in higher education and particularly why I work at a community college. I believe to my core that education is the best way for our children to succeed. And, I believe community colleges offer the right combination of opportunities (small class sizes, affordable tuition, etc.) for a large majority of our population. This belief makes my job of “selling” the college I work for, community colleges, and higher education in general, very enjoyable and easy (although a lot of work!). If you ask me to get up in front of a group and discuss my college, the hard part won’t be trying to get me to do it, the hard part will be getting me to STOP talking.
So, if you are going to be in sales, marketing, advertising, public relations, etc., find a product or service you love to “sell.” You will be amazed at how much more successful you will be at your job.