Why selling is often undervalued in businesses

"Selling" is often overlooked or misunderstood for various reasons, both on an individual and organisational level. Throughout my career, I've always paid close attention to the business owners' and leaders' attitudes and views on sales and marketing. More precisely, whether they value the skills required to get it right.

Some of the most successful businesses are those where the owner or business leader understands and appreciates the need to put customers' needs first and invest time, money, and effort in ensuring that their proposition is effectively marketed and sold.

I've been thrilled to work with entrepreneurs who naturally engage with prospects and sell comfortably. But equally, there are entrepreneurs and business leaders who, while knowing that they need to sell, don't always prioritise the function. They may prefer focusing on product development, operations, or technology advancement. All these functions are important but rather redundant if no one sells anything.

I still believe there is a fundamental prejudice against "sales" in some businesses, which is such a shame if it means that the business has great products or services but doesn't effectively sell them!

Here are some key factors contributing to why selling is often overlooked:

Misconceptions About Selling:

1. Negative Perception:

Many people associate selling with pushy and aggressive tactics, leading to a negative perception of the profession. They may believe that selling involves convincing someone to buy something they don't need, making them uncomfortable with the idea of selling.

Lack of Appreciation: Selling is often seen as a transactional activity focused solely on closing deals. It's only sometimes recognised as crucial to building relationships and providing customer value.

2. Fear of Rejection:

Fear of Rejection is a common psychological barrier to selling. The prospect of rejection can be emotionally challenging, leading individuals to avoid selling situations altogether.

3. Lack of Sales Training:

Many individuals and organisations don't invest in sales training or education. As a result, they may need more skills and knowledge to sell their products or services effectively.

4. Focus on Product Over Customer:

Some businesses emphasise their products or services too much and do not align to be more than their customers' needs.

In a technology company I was involved with, I was shocked to see little engagement with prospective customers to research their needs and what was important to them. Development and engineering teams were making their own judgments, and worryingly, one proposed product needed to be in sync with customers' needs and wants! Ensuring a clear connection between what is being sold and what the customer truly values is vital.

5. Overemphasis on Marketing:

Marketing and selling are often seen as distinct functions within a business. While marketing generates leads and creates awareness and interest, selling involves converting those leads into customers. Sometimes, organisations rely heavily on marketing efforts but neglect the selling process.

6. Complex Sales Processes:

In industries with long and complex sales cycles, selling may be seen as too time-consuming or resource-intensive. This can lead to a reluctance to invest in selling activities.

7. Lack of Sales Culture:

Some organisations need to cultivate a sales culture where every employee understands their role in selling. This can result in missed opportunities to leverage the team's abilities to drive sales.

8. Focus on Short-Term Goals:

Organisations and individuals often prioritise short-term goals and immediate results over long-term relationship building. This can lead to missed opportunities to nurture leads and turn them into loyal customers.

9. Failure to Adapt to Changing Markets:

Businesses that do not adapt to changing market conditions, consumer preferences, or technology may find their traditional selling methods becoming less effective. This can result in an overall neglect of the selling process.

In conclusion, selling is a critical aspect of business success that must be noticed and understood due to misconceptions, fears, lack of training, and other factors. To overcome these challenges, it's essential to redefine selling as a customer-centric, relationship-building process and invest in sales training and development.

A strategic focus on selling can help organisations and individuals achieve sustainable growth and success