Selling is honorable, and we should be proud of the work we do because nothing happens until somebody sells something. Today Harry Mazier talks to us about the importance of selling and how every organization must practice the fundamentals of selling in order to do it well.  It begins by understanding the importance of being a sales professional. Relationships The short attention span of today's buyers means that there will always be room for relationships in selling. [Tweet "There's an adage that says that when all things are equal, people want to buy from their friends. And when all things aren't equal, people still want to buy from their friends. So make friends. #RelationshipSelling"] It's perhaps the best sales lesson you'll ever hear. Necessity It sounds basic to say that nothing happens until someone sells something, but it's true that if we don't sell, we won't eat. Sales is the lubricant of our economy. It doesn't matter how good your manufacturing is, how precise your accounting is, how deep your R&D is, everything begins when someone convinces a prospect to say, "Yes, I'll take some." When the deal closes, the gears begin moving and everything takes off from that point of agreement. Failure Fear of failure prevents people from selling. You might drive past a prospect's business 12 times and always find a reason not to stop: no parking places, it's too early, or it's too late. To get past that reluctance, you must suck it up and knock on the doors. Then, once you get in front of that customer, you must know what you're talking about. Emerson said that nothing great was ever accomplished without enthusiasm. You must be enthusiastic and excited. If you're not excited about what you're doing, do something else. Be smart. Don't tell them how much you know. Tell them how much they need to know to get where you want them to get. Selling is convincing someone else to agree with your opinion. But don't overstay your welcome by speaking too much. There's a story that Samson slew 1,000 Philistines with the jawbone of an ass, but twice that many sales are killed every day with the same implement. Resource Your role is to provide the necessary information and be convincing. The best salespeople don't sell, they help people buy. Selling is instructional and informational. Be a friend and a resource to your customer. Sales is an honorable profession that has taken a lot of hits -- many of them self-inflicted. Salespeople are a resource to our economy and they really are helpful to customers. People choose sales for a variety of reasons like interactions with people and independence. Of course, income opportunities are part of it as well. Negative view For a long time, sales was perceived as little more than one person taking unfair advantage of another. Salespeople have lived through that era and have established themselves as a resource rather than an impediment. Avoid being self-deprecating. Don't refer to yourself as "just a salesman." Sell with integrity every day so you can improve and help your customers. Don't put artificial limits on your own success or settle for good enough instead of good. Stories Relevant stories can help sellers sell. Rudyard Kipling said that if history was taught in the form of stories, it would never be forgotten. People love stories, so rather than giving facts, features, and benefits, incorporate a story into your sales presentation. Do it consistently and do it as well as you can. Read and listen and stay attuned to the people around you. Harry recorded countless anecdotes in preparation for writing his book, Story Selling: Sage Advice and Common Sense About Sales and Success. If you don't use a story to provide proof, selling will be more difficult. But the story won't stand on its own. You must give your very best effort. Stories aren't the answer alone. You must support it with your work and effort. Do the best you can every day. Remember the 10 powerful 2-letter words: "If it is to be, it is