I just wrote an article published at the American Marketing Associations Web site…read on!
"Most businesspeople say that they hate to sell. This is not true. People actually hate to market their products or services. With enthusiasm, most business people like selling an identified prospect once they know they can solve their problem. Since they are receptive, it is easy to tell them about what our product or service can do for them. What they hate to do is identify new “suspects’ who don’t know anything about their company and try to turn those people in to “prospects”. They dislike patiently staying in touch with a prospect who is not immediately ready buy. While they are reluctant to do this for fear of being too pushy, this is exactly where an effective selling process breaks down and the sale for our company is lost."
