Is your business different from all other businesses? Probably so, if you are an owner your business will take on your personality and beliefs. If you work for someone else the actions you take within that business will take on some of your beliefs and personality as well.

Is the selling process different? Certainly some differences in market, customers, and industry specific stuff, but selling your product or service is exactly the same as any other business. We find out what your prospects need, how bad they need it, what they can pay for it, and how they will make a decision.

When hearing about a success in another business, most salespeople have found themselves thinking or saying, "That may work in other businesses, but not mine." Don't ever let yourself fall into this trap. This is generally nothing more than an excuse not to change. Are there differences in a business? Sure there are, but when it comes to selling, the process is the same for most of us. Find prospects, manage pipeline, win business, and retain clients. No matter what you are selling this is probably your outline.

Within this process there are many successful strategies and techniques. Don't ignore any of these by using the excuse that your business or industry is different or that a certain strategy or technique "wouldn't work for you".

Why is this a dangerous myth? It is dangerous because we act on our beliefs. Beliefs, whether positive or negative, will determine action. A belief that our business is unique is a license to stagnate. It gets us into a habit of making excuses for not being as successful as we can be. Instead of looking to excel, we start to look for reasons why we can't excel. If you do what you have always done, you will get what you have always gotten. If you come across techniques that are working for others, adopt them. It might take some tweaking to fit directly in your business or industry, but try it.

Don't allow yourself to believe your selling situation is unique. People buy for the same general reasons: either to get more of what they want more of, or get rid of what they want less of. All this myth accomplishes is cutting you off from useful strategies. Instead, find ways to tweak any good strategy you come across to fit perfectly to your business or industry. A belief that your business is completely unique only offers the benefit of deceiving yourself in an effort to make convincing excuses.

Jeremy Rawitz

Sandler Sales Institute

jr@salesstrategycorp.com