Nobody wantsto fit the stereotype of a cheesy salesperson, but those whoperpetuate that image are the folks struggling most today. (Image:Shutterstock)

If you have a negative opinion of selling, you are either doingit wrong or are surrounded by people who are doing it wrong.Today's most successful salespeople are 180-degree opposites of thesmarmy, pushy, all-about-me stereotype.

Shame on you for being ashamed

I don't think a week goes by that I don't have conversationswith individuals and/or entire agencies who struggle with theirsales identity. Many become physically uncomfortable when we wantto discuss the topic and will go to extremes to embrace theirservice side. And many have financial results that reflect thissales aversion.

KevinTrokey is founding partner and coach at St. Louis-basedQ4intelligence.

Yet, how ironic is it that when we ask them their primary goalfor the year, it's almost always the amount of new revenue theywant to write?

Related: 3 sales tools you're not using

When someone struggles with a sales identity, it's a clearindication that they have failed to evolve. They are living in whatneeds to be a past era. Nobody wants to fit the stereotype of acheesy salesperson, but those who perpetuate that image are thefolks struggling most today.

Today's selling is no longer about high pressure or slickpitches. The most successful salespeople are now educators aboveall else.

Done correctly, the eventual sale is simply a result. You arebeing rewarded for identifying a problem and creating a path thatleads to better results for your new client. You make someone elsesuccessful first, and then your success follows.

This isn't just me. People way smarter have already done the'splaining.

If you're not progressing, you are regressing

Several years ago, there was an article in Harvard BusinessReview discussing the progression salespeople need to embrace inorder to add increasing value to the sales conversation. How farhave you progressed?

• Vendor – This is the most commoditized of sales.Vendors win/lose based purely on price and product.

• Preferred seller – Winning at this level is based onan ability to help buyers get the most value out of theproduct/service after the sale.

• Consultant – Takes the time to understand thebuyer's business/circumstances and evaluates their needs beforeoffering a solution.

• Contributor – A student of the prospect's industryand general market. Contributors help buyers make better decisionsby providing insight into the market in which the buyer iscompeting.

• Partner – A student of internal, organizationaloperations. Partners help buyers make better decisions by providinginsight into their own internal operations. Partners are able tobring a new perspective and help buyers see things they haven'tnoticed on their own.

Let's re-evaluate what it means to be a “salesorganization”

When done correctly, sales is all about self-education first,for the eventual purpose of client education, and for the ultimatepurpose of helping them make better buying decisions. I don't knowabout you, but that doesn't seem like anything to shy away from. Tome, it seems worthy of celebration and pride.

Read more: 

• For your next prospecting meeting, forget thebinder
• Sales lessons from your (much) youngerself
• Good brokers, bad conversations