...ideas originally found in my book, Guaranteed Retailing and presented here, no strings attached.

We're covering the basics - the Selling Fundamentals.
First we discussed The Prospect, now we cover the seller.

#2. The Seller.
As important as the prospect is, they are only a part of the retail selling equation. There has to be a seller.

Sellers bring the creations of designers and manufacturers to the hands of customers. Furniture, medicine, heating oil, cars, building supplies, and food are just a few of the thousands of things we use everyday to feed, clothe, shelter, and provide for ourselves and our families. The skills required to design and make products are very different from the skills needed to sell and distribute them to customers.

The story of gifted artists who died poor are familiar. No one would argue whether the world needs its inventors, artists, and composers. But, if the world will enjoy the benefits of the invention, experience the beauty of the painting or know the joy of the song, there must also be a seller.

Many people have a low opinion of sellers. Even some who are drawn into the world of selling by financial necessity see it as a less than honorable profession. Two things are primarily responsible for this ill-placed opinion.

First, the actions of a few have been applied to the many. We see it in the ministry. A preacher falls and all are guilty by association. Yet, at the most important times in our lives, when a child is getting married or a loved one is being buried, we call for a minister. We laugh at jokes about lawyers, yet each of us knows one or more honorable attorneys, close friends, that we trust in every way.

Second, there is a simple lack of understanding of what sellers do. We mostly see them as peddlers, selling get-rich deals on television. That’s because history doesn’t mention the name of the seller responsible for getting the polio vaccine from the laboratory to the world.
Selling the first cars, personal computers, VCRs, televisions, microwaves, and the myriad of technological break-throughs of the last century was a job for master sellers. They studied the inventions, understood how they could change lives, and found the language to express in simple terms the benefits they could provide ordinary people. They made their presentations with skill and passion. Just as surely as inventors and political leaders, scientists and physicians, sellers changed the world.

How many break-through ideas never made it? How many brilliant, life-saving inventions never found a seller and never saved a life?

As you are beginning or expanding your selling career, it is important for you to see the value of your life as a seller and the contribution you can make to this and future generations by becoming a master seller.