september 2011
CityLight.org 15
involved. Whether you want someone
to buy a new product from you, consider
your recommendations or simply let you
pick which restaurant you'll go to for din-
ner, you must be able to sell your ideas.
Here are five ways to sell yourself, your ideas
or your company without feeling pushy:
1
. Adjust Your Attitude: Despite the im-
ages of the fast-talking salesperson who
may come to mind when you hear the word
"sales," a true sale (or rather, any ethical
selling that you would do) only happens
when you solve a problem for someone
else. Think of
selling as a
synonym for
helping oth-
ers. Focus on
this purpose
and it will be
easier to share
(yes, "sell")
your
idea.
2
. Set Mini-
mum and
M a x i m u m
Goals: Before
you go into
any sales situ-
ation, iden-
tify the best-case scenario of what you'd
like to achieve as well as the worst-case
scenario that would still let you feel suc-
cessful. When you have a clear focus, it's
easier to be conversational and it helps you
be less aggressive when making a request.
3
. Prepare for Personalities: Each person
has a preferred behavioral style (introvert-
ed, extroverted, people-focused, results-
focused, etc.). Your listener will feel most
comfortable when your communication and
behavioral style is in harmony with theirs.
Learn the basics of personality theory so
that you can adapt your style when needed.
4
. Prepare: In addition to setting goals
for any encounter, do your homework
on the person you want to persuade
and prepare for the most likely objec-
tions. You'll feel more comfortable and
won't have to frantically search for an-
swers, which can make you seem pushy
in a meeting. Your preparation should
also include "mental rehearsal" where you
visualize being successful and relaxed.
5
. Focus on Benefits (to the listener): Be
clear on how
your sugges-
tions benefit
the listener
and support
their goals.
In
addi-
tion to your
preparation,
using "you-
focused" lan-
guage, asking
open-ended
q u e s t i o n s
and reaffirm-
ing your un-
derstanding
of the situ-
ation helps the listener feel at ease.
B
onus technique: Care about the out-
come. The old cliché, "people don't care
how much you know until they know
how much you care," is a cliché for a
reason. When you truly care about your
ideas and how you help others, you will
be perceived as passionate not pushy. And
if you care about "selling" your ideas and
sharing your unique gifts personally and
professionally, you'll make sales skills an
invaluable part of your tool set. The word
"sales" isn't an obscenity; it's a necessity.
WHEN YOU TRULY CARE
ABOUT YOUR IDEAS AND
HOW YOU HELP OTHERS,
YOU WILL BE PERCEIVED
AS PASSIONATE, NOT PUSHY.