Why ‘selling ice to Eskimos’ doesn’t make you a good salesperson

I recently stumbled across a LinkedIn profile where the person’s headline read, ‘I can sell ice to Eskimos’. My immediate reaction? Yuck!

Here’s why.

Let’s assume that you are sat in an igloo with said Eskimo. You’ve got your laptop out and you’re doing your thing, pitching the features and benefits of your superior ice product.

Now, if there is one thing Eskimos know about, it’s ice. They build shelters and dwellings out of the stuff. So, Mr Eskimo is sat there, stony-faced and uninterested in what you have to say.

The only conceivable way you’re going to close the deal is by using strong-arm tactics, possibly even deceit, to hoodwink the Eskimo into buying your ice. For what other reason would he spend money on something that is freely available right outside his igloo?

I doubt there’s a better example of a salesperson putting their needs before those of the buyer than the Eskimo analogy. It represents the polar opposite of how a business developer should act and behave.

Selling digital services and products is not about being pushy or duping a prospect into buying something they don’t want or need. If you’re ‘selling ice to an Eskimo’, there’s only one thing you’re interested in; yourself.

Successful agencies approach business development with the opposite mindset. Their people put the needs of the prospect first. During the early stages of the sales process, they don’t seek to sell anything. Instead, they invest their time in gathering information and offering insight. Only once they have a complete understanding of where the prospect is trying to get to and the barriers they are facing (amongst many other things), is a potential solution even suggested.

They challenge the prospect when appropriate and advise in their best interests, prepared to walk away if their products or services don’t fix a problem, reduce risk or exploit an opportunity.

Ultimately, you can approach the rewards that come with business development in one of two ways – short or long term. Cutting corners might earn you a few quid at the end of the month but you’ll never build the skills, trust and reputation that come from hard work and continuous improvement.

For all the theory, frameworks and processes, when it comes down to it, business development is about people. It’s the blend of attitude, behaviours and skills that separate the good from the bad; honesty, integrity, empathy, attentiveness and helpfulness to name just a few.

Those who can sell ice to Eskimos are not good at selling; they’re good at bypassing the skills and behaviours that earn credibility, respect and long-term rewards.

So next time you hear someone boast about their ability to ‘sell ice to an Eskimo’, don’t buy it (or indeed, their ice).