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Sales is the single most inseparable component of business . It doesn’t matter who you are, in order to have a successful business, one of the most important things  to  master is sales because sales equals profit. For a long time I avoided anything that had to do with sales. Because of past experiences with unpleasant salespeople I  developed a twisted belief and negative view of sales. I thought that practicing sales meant being pushy and annoying. I thought it meant pestering people into submission and I certainly didn’t want anything to do with that! This belief blocked me from succeeding in business until I heard someone say, “sales is relationship-building”. Such a simple statement  impacted me and changed my perspective. Relationship-building is something that anyone can do and actually enjoy! Discovering that I had the choice to be myself and not be “salesy” really got me excited.

Sales is much more than providing the customer with goods, in exchange for money. Sales requires a relationship not only between sales representatives and the customers, but also with the company and the customer. Customers don’t just blindly look for what they need out of products, they also have an instinct to buy into the person who is selling them a product. Sales is all about capitalizing on this instinct in a balanced way. In sales, we cannot be too weak, insecure  or passive. Neither can we be  too aggressive, pushy and annoying. Where is the balance? The balance in between PASSIVE and AGGRESSIVE, is called ASSERTIVENESS.


There is a fine line between being assertive and being aggressive. Not only can being pushy and overly aggressive  offend customers, it can also   scare away prospective clients. On the other hand, by being assertive and in tune with the customer’s needs, you can actually draw in more revenue.  

Before you begin asale, try to discern any objections or  concerns the customer may have and be prepared to respond. Provide all of  your supporting data when delivering  your sales pitch. Also remember to always be calm, positive, and honest about the product you’re pitching. This will convey the message that you are an authority in the field.

What do I mean when I say ASSERTIVE? Develop these attributes and watch your sales numbers go up!  

Assertive behavior:

  • Calmness
  • Confidence
  • Positivity
  • Enthusiasm
  • Honesty

Richard Martinez

Transformation Expert

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