1When Sellers are at their Best

AMY SPELLMAN MADE A MID-LIFE CAREER CHANGE. She became an insurance agent because she wanted to help people. Amy was excited about the fresh start, income potential, and opportunity to make a difference in people's lives.

Six months later, Amy left sales. For her, the role was unfulfilling despite the higher income. Following up company-generated leads and making cold calls felt like dialing-for-dollars, and calling people multiple times felt like an imposition. Selling in a high-pressure environment meant spending less time helping people in the way she'd envisioned. Instead of feeling supportive, she felt pushy. Instead of enjoying connections with clients, she felt inauthentic, rushed, and slightly manipulative when using sales tactics she had observed and learned from others.1

Perhaps you've felt the same way at some time in your sales role. Maybe you've sensed that buyers seem suspicious and guarded when you contact them. Or possibly your friends and family are cynical and question your character and integrity because you are in sales.

Redefining the B2B Buyer Experience

The pervasive, negative stereotypes about sellers affect how people initially react to you, even, on occasion, family and friends who know you well. The Glengarry Glen Ross and Wolf of Wall Street movie personas of sellers are reinforced in real life often enough to put buyers on the defensive. As Amy said, “It didn't feel like I could win. The people I called assumed I ...

Get Stop Selling and Start Leading now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.