Stop Trying To Sell! | Travel Research Online


Stop Trying To Sell!

For the past four columns, I introduced four sales myths that I feel may be ruining your chances for success in sales. The travel industry does not have a captured audience when it comes to exhibiting negative responses to these myths. Rejection stress, the number’s game and targeting the right audience is common to all industries, companies and profitable annual reports. You might want to go back and spend a little more focused attention on each myth.

Today, in column number five, I am going to do my best to really confuse you. I am unequivocally suggesting that if you want to sell more, than you must stop trying to sell … immediately.

There is a popular and often quoted Australian phrase that defines a philosophy and is worth investigating. It consists of only two words and says. “No worries.”

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Unlike Americans, it has been my observation after many years that our good friends down under don’t appear to be “selling” all the time. They appear to be more laid back. They seem to allow relationships to develop based on simple communication. They give a new and refreshing meaning to the idea of ‘going with the flow.” Their approach to both life and business is refreshing indeed.

Few people enjoy the idea of “being sold.” In fact, I can’t name one. I know I don’t like it when someone tries to sell me something. Quite the contrary. I find myself getting insulted, and there is a good chance that the New Jersey-based flippant side of me just might materialize.

A key step toward becoming more successful in sales is to adopt a contrarian approach to this selling thing. Once you manage to pull this off, you will find yourself in a more natural and comfortable position …. and you will become more pleasant to be around. Your words will not only be heard but your recommendations will be considered. Once you approach sales from this non-threatening angle, your success has a better chance.

What is this contrarian approach? Four words say it all. Stop trying to sell!

Notice I didn’t say stop calling people … meeting people … questioning people or listening to what people have to say. I didn’t say stop seeking opportunities to be of service or to stop fine-tuning your presentation. I didn’t say stop writing to prospects or sending newsletters, postcards or press releases. I didn’t say stop attending trade shows, seminars, workshops or conferences. I didn’t say stop subscribing to trade papers, magazines or bulletins. I didn’t suggest that you sleep late or watch TV until four in the morning. I simply recommended that you STOP TRYING TO SELL.

Stop trying to sell and you will soon experience the wonderful feeling that comes when more people buy.

Note: If you managed to glean any important ideas or information in the last five columns, I have some good news for you. There is plenty more where that came from. Become The Exception is Mike’s popular sales “bible” and he tells me that there are a few copies left. For details on exactly what you can expect from picking up a personalized autographed copy of Become The Exception, send Mike an email at

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