While speaking at a Florida business conference on Feb. 29th, I got to attend a sales workshop presented by Blain Wease, founder of Provincial Development in Nashville. In anticipation of the event, I had hoped to get some help tweaking my sales approach for my own business.

What I got was the removal of an 800 lb. gorilla from my back. I hope that this written synopsis of that experience will help you as well!

During this session, Blain gave us a refreshing perspective on sales I had never considered. The main point is this: sales conversations should be delivered in the same spirit as telling someone about your great vacation to Hawaii. If you can do that, the token fear & loathing that sometimes comes with sales can be completely spun around with the right perspective & delivery.

Many of us have viewed sales as a necessary evil – a drudgery – to convince people that our products and services are right for them. Since our businesses depend upon new sales to stay afloat, there is a natural inclination to “grip” about sales . . . as in, “if we don’t make sales, we’re toast!” So, no matter how noble our intentions, we end up saying whatever coercive combination of words it takes to get new clients in the boat.

This is a fear-based, scarcity-laden approach that will bring frustration in the long run.

Yet, we must bring increase. We must “perform” in the sense that we have to align ourselves with those we serve best. Those we serve best provide our income. So, how do we best interface with them in a sales setting?

Answer: have the proper perspective. To have the proper perspective, the essential building blocks begin with: (a) you believe 100% in your product or service, and (b) there are people out there who legitimately need what you have.

If you have (a) and (b), then your sales conversations should be enjoyable.

To make this clear, let’s say for example you have a friend looking for a vacation destination and he is considering Hawaii. Let’s also say you just returned from a fantastic vacation from Hawaii.

Now, are you scared to tell him about Hawaii? Did you have a great experience there? Do you know how much it costs? Do you know the pitfalls of travel, jetlag, hotel reservations, etc.? Yes! You are simply connecting someone with a need to the information he is looking for!

Likewise, in your business, in your sales conversations there is no place for fear. There is no room for coercion. You are simply connecting your customers to your product. And, the less desperate you sound (e.g. many car salespeople), the more likely you are to create lasting value through your sales strategy.

I have read and studied a lot about sales. This may just be one gem in the crown, but everything begins with perspective. This helped me greatly, and I hope it helps you as well.

For more information about Blain Wease and the Provincial Development Group, call (615) 591.3960 or email at blain@provincialdevelopment.com.

Jeff Timpanaro is the president of Oberata Consulting, a 2008 Certified Total Integration firm, based in Kingwood, TX. Oberata is a consulting firm founded on the principles of strategy, process, and transformation, and utilizes the Total Integration^TM system of business consulting. This system has helped business owners and professionals in the Fortune 100 with definitive, measurable operating strategies that produce unprecedented growth and profitability. For more information about Oberata Consulting call 281.570.4676.