Every Job Is a Sales Job

Introduction

In her book "Every Job Is a Sales Job," Cindy McGovern challenges the common perception that selling is a skill reserved for professional salespeople. She argues that selling is an essential part of our everyday lives, whether we realize it or not. From convincing a child to eat vegetables to persuading a boss to give us a raise, we're constantly engaged in the art of selling.

McGovern's book aims to help readers recognize their innate selling abilities and develop them further. She presents a five-step sales method that can be applied to various aspects of life, both personal and professional. By mastering these techniques, readers can learn to sell themselves, their ideas, and their companies more effectively.

The Ubiquity of Selling

We're All Salespeople

McGovern argues that regardless of our job titles, we're all salespeople. Every interaction with colleagues, customers, or bosses involves some form of selling. This could mean selling an idea, a way of doing something, or even ourselves.

For example, when McGovern was a university professor, she had to "sell" her students on attending classes and meeting deadlines. Later, when transitioning to a career in sales, she had to sell herself to a company despite having no prior experience in the field.

Children as Natural Salespeople

Interestingly, children are often the best salespeople. They're not afraid to passionately persuade their parents for what they want, whether it's candy or a new puppy. As we grow older, we tend to lose this natural ability due to social conditioning. We're taught not to inconvenience others, to take no for an answer, and to settle for what we're given.

This inhibition prevents us from using our innate selling skills, causing us to miss out on opportunities to get what we want in life. McGovern's book aims to help readers rediscover and harness these abilities.

The Five-Step Sales Process

Step 1: Planning

The first step in McGovern's sales process is planning. Having a well-thought-out plan significantly increases your chances of success in selling.

To create an effective sales plan, ask yourself two crucial questions:

1. What do I want? Clearly define your goal. Whether it's becoming a partner in your law firm or convincing your boss to hire an assistant, knowing your desired outcome helps you identify priorities and tasks to achieve it.

2. Who can help me? Identify the person who has the power to grant what you want. Avoid wasting time trying to persuade people who can't help you. For instance, if you're seeking a refund past the deadline, talking to a junior sales clerk won't help – you need to speak with the manager who has the authority to make exceptions.

Step 2: Seeking Opportunities

The second step involves actively looking for opportunities to make a sale. Networking events are excellent places to create such opportunities. McGovern offers several tips for making the most of these events:

1. Show up: Attend company picnics, client lunches, and other social gatherings to meet new people and potential contacts.

2. Have fun (or at least appear to): People are more likely to approach you and say yes to your requests if you seem approachable and friendly.

3. Initiate conversations: Many people feel shy at networking events, so take the initiative to start conversations.

4. Choose appropriate topics: Stick to safe subjects like work, family vacations, or recent movies. Avoid controversial topics like politics, religion, or sex.

5. Listen for opportunities: Pay attention to what others say. They might mention problems you could help solve or needs you could fulfill.

6. Schedule follow-ups: If you're not comfortable selling yourself on the spot, arrange a follow-up meeting or call.

7. Exit gracefully: Plan polite ways to end conversations so you can meet more people without appearing rude.

Step 3: Establishing Trust

The third step in McGovern's process is building trust with potential buyers. People are more likely to buy from someone they trust, believing that person has their best interests at heart.

To establish trust:

1. Listen actively: Give your full attention to the other person. Avoid distractions like checking your phone or planning your next response while they're speaking.

2. Show genuine interest: Demonstrate that you care about their point of view and circumstances.

3. Choose the right timing: Approach people when it's convenient for them. Selling at the wrong time can make them feel you don't understand or care about their needs.

4. Be patient: Sometimes, waiting for the right moment takes courage. For instance, McGovern shares a story of her friend who rescheduled a pitch meeting when she realized the investor wasn't in the right state of mind.

Step 4: Asking for What You Want

The fourth step is crucial yet often overlooked: actually asking for what you want. Many people, like the graphic designer Samuel in McGovern's example, fail to get what they deserve simply because they don't ask for it.

Common reasons people hesitate to ask include:

1. Fear of rejection
2. Not wanting to inconvenience others
3. Feeling uncomfortable asking for money or favors

To overcome these fears:

1. Remember that people often want to help and may feel guilty saying no.
2. Consider what you have to gain if you ask and what you might lose if you don't.
3. Prepare for potential rejection by thinking about how you'll respond if the answer is no.

Step 5: Follow-up

The final step in McGovern's process is follow-up. Many people mistakenly believe that getting what they want is the end of the story, but successful selling involves nurturing long-term relationships.

Ways to follow up include:

1. Showing gratitude: Send a handwritten thank-you note or a small gift to express appreciation.
2. Offering reciprocal favors: If someone has helped you, look for ways to help them in return.
3. Staying in touch: Avoid the "pitch and ditch" approach, where you never contact the person again after getting what you want.

Following up is crucial because:

1. It acknowledges that success is rarely achieved alone.
2. It maintains relationships, making future sales easier.
3. It prevents burning bridges and limiting future opportunities.

Applying Sales Skills in Various Contexts

Professional Life

In the workplace, sales skills can be applied in numerous situations:

1. Job interviews: Selling yourself and your skills to potential employers.
2. Performance reviews: Presenting your achievements and negotiating for raises or promotions.
3. Project proposals: Convincing management to approve your ideas or allocate resources.
4. Team leadership: Persuading team members to buy into new initiatives or processes.

Personal Life

Sales skills are equally valuable in personal situations:

1. Relationships: Negotiating with partners, friends, or family members.
2. Parenting: Convincing children to do their homework or eat healthily.
3. Community involvement: Rallying support for local causes or fundraising efforts.
4. Personal goals: Motivating yourself to stick to a fitness routine or learn a new skill.

Overcoming Common Sales Challenges

Dealing with Rejection

Rejection is an inevitable part of selling. McGovern advises:

1. Don't take it personally: Remember that a "no" isn't a reflection of your worth.
2. Learn from the experience: Ask for feedback to understand why the answer was no.
3. Stay positive: Maintain a friendly and helpful attitude, as rudeness never turns a no into a yes.
4. Keep the door open: The person might be more receptive in the future under different circumstances.

Handling Objections

When faced with objections:

1. Listen carefully: Understand the root of the objection before responding.
2. Address concerns: Provide information or solutions that directly address the objection.
3. Be flexible: Be prepared to adjust your offer or approach if necessary.
4. Follow up: If you can't overcome an objection immediately, offer to research and come back with more information.

Building Confidence

To boost your selling confidence:

1. Practice regularly: The more you sell, the more comfortable you'll become.
2. Prepare thoroughly: Knowledge of your "product" (whether it's yourself, an idea, or an actual product) builds confidence.
3. Celebrate small wins: Acknowledge your successes, no matter how small, to build momentum.
4. Learn from failures: View setbacks as learning opportunities rather than personal shortcomings.

The Ethics of Selling

While McGovern encourages readers to embrace their inner salesperson, she also emphasizes the importance of ethical selling:

1. Be honest: Never misrepresent yourself or what you're selling.
2. Focus on mutual benefit: Aim for win-win situations where both parties gain value.
3. Respect boundaries: Know when to back off if someone is clearly not interested.
4. Maintain integrity: Your reputation is your most valuable asset in the long run.

Developing a Sales Mindset

To fully embrace the idea that every job is a sales job, McGovern suggests cultivating a sales mindset:

1. Be observant: Look for opportunities to add value in every interaction.
2. Stay curious: Ask questions and seek to understand others' needs and motivations.
3. Be solution-oriented: Frame your offerings in terms of how they solve problems or fulfill needs.
4. Embrace continuous learning: Stay updated on your field and constantly improve your skills.
5. Network proactively: Build and maintain relationships even when you don't have an immediate "ask."

The Power of Storytelling in Sales

McGovern emphasizes the importance of storytelling in effective selling:

1. Use anecdotes: Personal stories can make your points more relatable and memorable.
2. Paint a picture: Help the other person visualize the benefits of what you're offering.
3. Be authentic: Share genuine experiences that showcase your passion and expertise.
4. Tailor your stories: Adapt your narratives to resonate with different audiences.

Leveraging Technology in Modern Selling

While McGovern's principles apply to face-to-face interactions, she also acknowledges the role of technology in modern selling:

1. Social media: Use platforms to showcase your expertise and build your personal brand.
2. Email marketing: Craft compelling messages that provide value to your contacts.
3. Video conferencing: Master the art of virtual presentations and meetings.
4. CRM systems: Utilize customer relationship management tools to track interactions and follow-ups.

Cultivating Emotional Intelligence

Emotional intelligence plays a crucial role in successful selling:

1. Self-awareness: Understand your own emotions and how they affect your selling approach.
2. Empathy: Put yourself in the other person's shoes to better understand their needs and concerns.
3. Social skills: Develop the ability to build rapport and navigate various social situations.
4. Adaptability: Be flexible in your approach based on the person and situation.

The Importance of Continuous Improvement

McGovern encourages readers to view selling as a lifelong skill to be honed:

1. Seek feedback: Ask for honest input from colleagues, mentors, or even those who've said no to you.
2. Stay updated: Keep learning about new sales techniques and industry trends.
3. Practice deliberately: Set specific goals for improvement and work on them consistently.
4. Reflect regularly: Take time to analyze your successes and failures to identify areas for growth.

Conclusion: Embracing Your Inner Salesperson

In "Every Job Is a Sales Job," Cindy McGovern presents a compelling case for recognizing and developing our innate selling abilities. By following her five-step sales process – planning, seeking opportunities, establishing trust, asking for what you want, and following up – readers can significantly improve their ability to achieve their goals in both personal and professional contexts.

The book challenges the notion that selling is a specialized skill reserved for a select few. Instead, it argues that selling is a fundamental human ability that we all possess and use daily, often without realizing it. By consciously developing these skills, we can become more effective in persuading others, negotiating outcomes, and ultimately getting what we want out of life.

McGovern's approach emphasizes the importance of building genuine relationships, understanding others' needs, and creating mutually beneficial outcomes. She encourages readers to overcome their fears of rejection and inconveniencing others, reminding us that most people actually want to help if given the opportunity.

The book also highlights the ethical aspects of selling, stressing the importance of honesty, integrity, and respect in all our interactions. By adopting a sales mindset, we can become more observant, curious, and solution-oriented in our daily lives.

Ultimately, "Every Job Is a Sales Job" is about more than just closing deals or winning arguments. It's about developing the confidence and skills to advocate for ourselves and our ideas effectively. By embracing our inner salesperson, we can open up new opportunities, build stronger relationships, and achieve greater success in all areas of our lives.