A common sales saying ‘He’s on fire, he could sell ice to Eskimos.’ The foundation of this saying is that a talented salesperson could persuade anyone to purchase anything.
It’s meant to be a compliment, but when I think about it, it doesn’t seem so great.
Here’s why:
Imagine you sold ice to a Eskimo
Let’s say you succeeded in doing that. However, they’ll probably figure out pretty quickly that they didn’t need it.
They might feel tricked. Then, they might tell their friends not to buy from you because you sold them something they didn’t need. Or even worse, they might just stop buying anything from you.
Why do you want to sell ice to them?
Genuinely ask yourself this! I think it’s better to be the person who sells something useful, like heaters to Eskimos. That way, you’re helping them.
When you think about it like that, a few things change.
First, which do you think is easier to sell to someone living in the cold: ice or a heater? The heater, right?
Also, if you’re selling a heater, you’re actually helping someone. If your Eskimo friends got a heater from you, it would help them stay warm. That would be useful for them and it would make you happy because you helped.
Then, if your Eskimo friends liked the heater and it kept them warm, they might tell their friends about it. Their friends probably need to stay warm, too. So, that could mean more people would come to me to buy heaters. (That’s word of mouth right there)
I want you to read this part..
I want to be known as ‘the best person to get heaters from for all the Eskimos.’
See, I’ve changed the whole focus.
Instead of just selling something, you’ll now be thinking about how to help a whole community.
With the first approach, you were only thinking about yourself. You wanted to sell ice no matter what. You wouldn’t care who bought it.
But now, you’re thinking about being a heating expert for the Eskimos. You want to help them, be their friend, and solve their problems.
Who will sell more in the end?
The person who is only trying to sell something? Or the person who is trying to help?
It’s pretty clear that the person who is trying to help will do better. They’re not just selling; they’re making friends and being someone people can trust.
For example, I want to be seen as a heating expert. That’s because when people want to learn about something, they look for the expert. And I want to be friends with the whole community because I’ve taken the time to understand what they need and how I can help them. And let’s be honest, it feels nice to know people and help them.
It's about partnership, not pressure
Again, why would they spend money on ice when they can find it just outside where they live for nothing?
When you’re offering things like online services or products, it’s not good to be too pushy or to fool someone into buying something they don’t need. If you’re doing that, it’s clear you’re just thinking about yourself. And it’s the wrong way of doing business.
The very best businesses work differently. They don’t rush to make a sale. Instead, they take the time to get to know the buyer and share their knowledge. They make sure they understand what the buyer wants to achieve and what problems they have before they offer help.