Sales through Service- Issue 20- What is the problem with selling?


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Part 22 in a series of articles from Sales through Service: How to make customers want to buy again and again and again (because you’re so ‘great’!) by Guy Arnold


Issue Number 20- What is the Problem with Selling?


We all like to buy and we all like to be treated well … yet, so often people say that they don’t like selling, or feel embarrassed when asked to ‘sell’ or recommend things.

I came to write this book by the back door so to speak: whilst I have experienced some real success in selling throughout my career, I have never seen myself as a great ‘seller’ … I have always seen myself as more of an expert in ‘customer experience’.

Then it occurred to me that selling and customer experience are in fact the same thing:

  • the whole point of great customer experience is to sell more
  • the great salespeople always get results by treating the customer excellently, and focusing obsessively on the customer’s needs

I have already written a book on customer service (actually I like to call it ‘customer experience’, as customers act on their experience … not your service!), called ‘Great or Poor®’: this book focuses on applying the same four simple, powerful principles of common sense I have outlined in ‘Great or Poor®’ to the skill of selling.

 This book is aimed at all levels: from the person starting out in their first job in selling, to the sales manager and director looking for some refreshment and training and coaching guidance, and, crucially importantly, to the people manager needing to sell their strategy, processes and goals to their internal customers!

I have tried to write this in a short punchy way, with one easy to implement idea or skill per page, in the hope that this will make it much easier to read and continually dip in and out of, and thus get maximum value.

I have put in simple exercises in various places: these can be used by you on your own or shared with others (which is more effective) to help you learn and grow as a group.

Thank you for buying this and I hope this adds real value to you. (And please remember, it’s 100% guaranteed … so if it doesn’t, please send it back to us within a couple of months of purchase with a short covering note, stating where and when purchased and we’ll refund your money!)

We offer training, coaching and mentoring on the skills in this book, we also offer licensing for you to use this system to train and develop your people internally: please contact us for details at .

Republished with author's permission from original post.

Guy Arnold
Guy is the author of 'Great or Poor' ( ) … a simple and effective system for delivery of consistent and continually improving customer experiences, 'Go the Extra Inch' the effective way to empower your people, and 'Sales through Service' ( ) how to sell more through repeat business, referrals, round sales and reputation (the 4 R's). Guy helps Organisations large and small to systematically make more sales for lower costs, through 4 simple principles.


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