One of the most challenging things in sales is selling what you dislike.
As someone who works in the wine industry, this can be particularly challenging because we deal with taste, which is subjective.
So, how do you sell what you dislike? For starters, get psyched up.
Get your game face on.
Just as athletes or performers get mentally psyched up before a game or a performance, we salespeople need to do the same. One would assume that athletes or performers believe in what they are selling (themselves), so there is a difference compared with salespeople. In sales, we sometimes must represent something we dislike, which doesn’t apply to athletes or performers.
When selling what you dislike, it is even more critical to get psyched up because it is harder to project positivity when selling what you dislike. After all, selling something you love doesn’t require much effort.
Do you believe?
Customers can pick up if you don’t believe in something or have reservations about what you are selling.
When teaching selling skills, the example I always use is something anyone can relate to, whether they are religious or not: a pastor. If there were ever a time, people need to be “sold” or “believe” in something to follow; it is regarding their faith. Do you think a pastor would attract and retain followers if they sensed the pastor did not believe in what he was preaching?
You may be asking, “Why would you sell something you dislike?” There are many reasons why you have to sell or promote something you dislike. The company I run is a promotional agency, and our job is to promote wines to improve brand awareness and sales. While I love almost all wine, one style I dislike is buttery and oaky chardonnay. Because we cannot choose what we represent (our customers determine this), I have to do my best to sell products, regardless of whether I like them.
No, you aren’t lying to people.
Don’t focus on the negative.
Make a game out of it.
It comes down to this: You can defeat yourself from the start or have fun with it and create a challenge for yourself.
Meet the author.
Curt Sassak is the president of Winetasters Choice, a promotional agency based in Texas and serving seven states. Curt is a 35-year veteran of the food and beverage industry, with the first 27 years of his career spent as a chef.