Sales without Selling – How Everyone Can Sell (Part one)


Within the title are two bold statements that we’ll dive into in this mini series.

In which we discover that if you create the right conditions for sales they will naturally appear. Without having to recruit teams full of ‘sales people’

This also has implications for the

  • Hiring
  • Motivation
  • Mind-set and
  • Management of your sales functions

To naturally increase sales in your team, contact center or organisation. Grow, develop or start afresh with what you’ve got.

What can we learn from the history of sales?

Looking back you can clearly see things have changed over the eras.

Back when I learned – in the mullet led 80’s – there was a proliferation of 5,7 and 9 step selling.

Follow the steps we were taught and you will achieve. And there is some truth behind this. Wandering too far from certain types of proven skills definitely hampers results.

We also saw the success of SPIN selling with its in depth research.

We might remember stories of door to door sales (does anyone recall Kirby Cleaners?) and way before then snake oil salesman of the Wild West.

Perhaps the earliest recording of the type of salesperson we all want to avoid or don’t want to become – Someone that would sell you an elixir of oil that had promises of magical powers.

Even before these times is one of the earliest meanings of sales from the Nordic word Selja which means ‘to sell or serve’.

Now of course customers are more digitally influenced and have wised up to the power of multi-choice, multi-channel shopping around, review sites and bargain portals such as E-Bay.

What binds all of these together?

The connection created by two parties, including the confidence, rapport and the trust between them that inspires an agreement.

There has to be trust of course (because of our psychological need to feel safe) even in a pure transactional, digital sell. In which human contact has been reduced to its minimum.

Trust is an often forgotten essential when you reach an agreement to NOT do business with a potential customer.

Many salespeople and organisations fail to grasp this valuable side of trust. If you and I have an amicable conversation in which we work out it’s better, on this occasion, to put your business elsewhere then we leave the door open for next time.

The quality of how we do this conversationally is critical however and is often short changed.

People are often taught how to close a sale but less so on how to close when there’s not a sale. In such a way in which the customer is left feeling WOW!

Thereby creating a memorable peak-end the customer remembers for next time.

This is a common mistake as they are likely to not consider potential customers on a life-time-relationship basis.

It’s often the environment and/or themselves that is over focused on immediacy.

What Sales Process to Follow?

So there are some good and less effective sales processes and in later blogs in this series we’ll define those approaches that create greater success.

All sales processes count for nothing without the ability to create connection and then amicable agreement in which both parties feel safe and emotionally positive.

The good news is, hard wired into the brain and body of every human being is the technology to create these.  Not least of all because human survival depends upon them.

Switched on communicators realise this and turn connection into an outcome that happens to have a financial outcome attached to it which is called a sale.

Those that still fear sales but have the same communication potential miss this point. And yet they are building connection, safety and trust throughout every other facet of their life.

The question for you is how do you create an environment for connection, safety and trust to flourish?

Especially for those in your teams who don’t consider themselves to be salespeople

Every sales director of course values the idea that connection and trust build sales but that doesn’t mean that every environment supports this.

You see this in

  • Unwise motivation (carrots and sticks)
  • KPI’s over dominating sales style
  • Managers that are asked to be a full time seller, a full time manager and a full time coach
  • Under resourced teams (we’ll only raise team size when the finances improve)
  • An unclear customer experience vision that promotes immediacy.

The State of Today’s Selling Environments 

I recall the boardroom mantra a few years ago of a substantial mobile phone retailer. They would literally shout, “if they can’t sell get rid of them and get some who can”. Often said with the F word thrown in for their idea of ‘motivation’!

You won’t be surprised to know staff turn over was high and staff loyally and motivation low. While recruiting costs and time wasted were horrendous.

Albeit a few years later, I wonder if this had any bearing on this organisations recent multi-million demise.

While conversations with four different friends recently revealed, in their different sales industries (banking, hospitality, luxury cars) the lack of sophistication at the environment level.

In which the primary tool of motivation offered to them is, “Remember you’re lucky to have a job”.

While in another industry sector I know of, not sales but one in which their representatives have to create high customer trust and connection, they face a mantra of ‘man-up’. In which the managers belittle their staff when they don’t agree with the approach being asked of them.

While it saddens me this type of thinking and behaviour is still at large and deemed acceptable it’s indicative that these environments will never meet their full potential. While they stay like this.

You would have thought that Dan Pinks work bringing our attention to the power of intrinsic motivation. Creating a flourishing environment by igniting our inbuilt desire for

  • Purpose
  • Autonomy
  • Mastery

Would be the accepted cornerstone.

If it isn’t already in your team or organisation make it so and you would have completed one of the first steps in improving sales performance naturally.

If you would like to chat about sales, motivation and how to create naturally high sales contact me at


  • Quote-background

    Naturally increase sales in your team, contact centre or organisation. Grow, develop or start afresh with what you've got.

    Glenn Bracey,
    Future Vision Training Ltd,
    23rd March 2015


Sign up to our blog

We'll deliver our latest blog posts straight to your inbox every other Monday, and you'll also get our 15 Essential Ingredients for Success PDF download.

cover of 15 Essential Ingredients for Success cover

* = required field


Popular Posts

Follow us on LinkedIn