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Selling When Helping

Many people are afraid of sales. When people hear sales, negative images of less than honest fellows offering amazing deals on old cars comes to mind.  Many people get involved with helping professions because they do not feel selling is a strength for them. Unfortunately there are aspects of sales in in many professions, including workforce development and industry professionals should develop their skills in this area.
 
In workforce development, sales is embedded into many layers of the system. At the top of the level, sales techniques are used in the politics of the workforce system. When Congress is authorizing money for programs, there is “wheeling and dealing” going on in creating bills and passing laws.  Going down the workforce food chain, sales exists in selling products and services to workforce boards, service providers, and ultimately by those providing direct service to job seekers and business. This post speaks to those on the front line of workforce development, specifically those that help job seekers.
 
Even in programs were job seekers do not directly pay money for service, there is an element of selling.  The element of selling is persuasion. This element is necessary for you to assist job seekers in achievement of their goals. Some job seekers need assistance in determining why finding employment will be beneficial. Other job seekers are so focused on their goals, they may need to be persuaded to try a new workshop or expand their skills. As a workforce professional, you may need to persuade individuals or groups of people as part of your day to day.
 
The number one question from those that have to sell to job seekers is how to do it.  The most important thing you can do is to understand the product or service. If you are trying to convince a job seeker to use a new online assessment, do you understand the tool? If you are trying to persuade a job seeker to take a new workshop, do you understand the content, know the facilitator, allotted time, and what the job seeker will learn?  In sales, this would be “know your product.” Next, you need to understand your customer. Do you know your job seeker’s background and motivators? Understanding your job seeker, including goals and values, will help you with your sales pitch. Finally, you can begin your persuasive dialogue. Convincing someone to take part in a service or purchase a product use the same technique. The conversation should focus on how it will help that individual. How will that product or service help the person achieve their goals? How does it speak to their individual values?
 
I am not a professional sales trainer. There are experts, books, and courses in the world to learn more about sales techniques. I can only recommend the above as a strategy for successful persuasion of your job seekers. Ultimately, not only will you be selling services to job seekers, but you will be helping them achieve their goals at the same time. Have any other tips for persuading workforce customers? Leave a comment to share with the other readers.
 
~Karen Cirincione
Email: kcirincione@gmail.com        
Twitter: @kcirincione

 

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