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Grow Your Business Sales & Marketing

How To Sell a Product You Don't Really Love

How To Sell a Product You Don't Really Love . / Credit: Salesman Image via Shutterstock

Thomas F. La Vecchia, CEO of X Factor Selling Systems, and author of The X Factor Selling System: The Sales Expert’s Guide to Selling, contributed this article to BusinessNewsDaily's Expert Voices: Op-Ed & Insights.

I have a chapter in my book, The X Factor Selling System: The Sales Expert's Guide to Selling, about making sure you are selling at the right company. A large part of that is believing in the product. However, with unemployment numbers still holding tight, it could be seen as a luxury to be selling an outstanding product that excites you.

So, as you continue to look onward for your choice sales position, for now you must sell that not-so-hot product to stay afloat.

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Here is what to do:

  1. Make yourself process centric.
    My sales philosophy states the 4 P's of why people buy: People, Product, Process and Price. However, this philosophy can also be used as a process for you as the salesperson to take part in. Become product agnostic, emerge yourself in your selling process, therefore shifting your excitement to your process instead.
  2. Take a note from PR.
    Public Relations is all about spinning an average story and making it sound miraculous. Be the PR person of your product! As PR people "news jack" and link an average story to current events to capture the public eye, think about how you can connect your product to current mainstream issues. So, when speaking to a company decision maker, think about what is on his/her mind and tie your product to that issue in any way you can. For example: I know many people in your position are worried about X, well my product can indirectly or directly help to solve X because of XYZ.
  3. Make a list of all of the bad attributes of your product, or where it falls short relative to the market: price, utility, etc.
    There must be some area where it makes up for those loses: i.e.: it doesn't have the best utility but it is priced 20 percent lower. So, if that is the case, use this information to your benefit and seek leads that are price centric not product (brand, utility) centric.
  4. Finally see your current job (selling your bad product) as a resume booster.
    Realize that you blowing out your number with a not-so-hot product will speak volumes to your sales ability. While interviewing for new positions explain how you triumphed with a bad product and ask them "I sold X product and here are my numbers. Now, imagine if I was selling your product that I believe in?"

Again, I am not encouraging you to continue on and sell a bad product. Yet, it is frustrating when you are stuck in a position and looking for help and all you can find for "How to sell a bad product" comes back as "You don't." I do think that your choice position can be restrictive for the time being-so keep looking for that new position-but in the meantime exercise this tips.

The views expressed are those of the author and do not necessarily reflect the views of the publisher.

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