While sales and selling are always important, selling effectiveness takes on heightened impact in uncertain economic times. For many entrepreneurs, especially those coming from primarily technical backgrounds, this can be a particularly difficult challenge given their historical and completely mistaken distaste for the entire selling process. Perhaps the first thing to do is try to understand the cause of the incorrect perception of selling and then put together some suggestions.

I suspect that the “necessary evil” perception of selling originates in two areas. First, there is the widespread caricature of the money grubbing, pushy, manipulative, high pressure salesperson, an individual who has no scruples when it comes to separating people from their money. Thankfully, the vast majority of business people know that this is not the basis for sustained success, yet unfortunately almost all of us have encountered such scum. So a bad buying experience negatively colors the majority of quite normal, if not pleasant, everyday, all-the-time, transactions.

The second observation has to do with the nature of the technical individual heading up the company. Technology infers mathematics and mathematics infers a comfort zone of clarity and precision. From clarity and precision spring rational decisions based solely on the merits of the product and solution. Now if you assume that all buying decisions are rational decisions based solely on the factual merits, attributes and performance of the submitted products or services then it is very difficult to understand why anyone would have to engage in professional selling, especially if professional selling has the previously mentioned connotation.

But we know that purchase decisions are not based solely on the merits of the product or service. In addition, there are other qualifiers that come into play such as confidence in the company, confidence in the data and confidence in the future. We also need to be reminded that companies, per se, do not make purchase decisions. These decisions to invest company funds are most often handled by purchasing agents, people with both professional and personal aspirations. Not only do they have to weigh and utilize subjective judgment on the three confidences, they also are impacted by the interpersonal relationship. Viewed differently, how many of us are inclined to do business with someone we dislike?

This is where an understanding of professional selling has to be implemented. Professional selling is understanding the nature of your customer’s problem and then positioning your product or service as the highest value solution. This simple understanding removes any potential for manipulative perceptions while bridging the gap of mutual benefits. People tend to view favorably other people that they truly believe are trying to help them. Professional selling is simply a personal commitment to help underscored by the sincere belief that one’s product or service is the best means to provide this help.

Take the time and put forth the effort to truly understand your customer’s problems. Continued success comes when customers view you and your company as integral components.

John F. Riddell Jr., director of the Center for Entrepreneurial Growth-Hamilton County, writes each Tuesday about entrepreneurs and their impact on companies and the marketplace. Submit comments to his attention by writing to Business Editor John Vass Jr., Chattanooga Times Free Press, P.O. Box 1447, Chattanooga, TN 37401-1447, or by e-mailing him at business@timesfreepress.com