3 negative images about selling that are not true.

Mention of the word 'selling' will prompt a variety of responses. It will evoke a high proportion of negative, even hostile responses like 'immoral', 'dishonest', 'unsavory', 'degrading', and 'wasteful'. Is such an unfavorable view justified? we suggest not.

In fact the underlying attitudes to selling derive from widely held misconception about selling, some of which are below:

• SELLING IS NOT A WORTHWHILE CAREER: This notion is held by many, the common attitude being that if one has talent then it will be wasted in sales. Unfortunately this attitude is often held in a position to advise and influence young people in their choice of careers. In some circles it is fashionable to denigrate careers in selling, with the consequence that many of our brighter graduates are not attracted to a career in selling.

• GOOD PRODUCTS WILL SELL THEMSELVES AND THUS THE SELLING PROCESS ADDS UNNECESSARILY TO COSTS:This view assumes that if you produce a superior product then there will always be buyers. This may be all right if a firm can produce a technologically superior product, but then it is likely that additional costs will accrue in terms of research and development, and there will be continued research and development costs involved in keeping ahead.

• THERE IS SOMETHING IMMORAL ABOUT SELLING, AND ONE SHOULD BE SUSPICIOUS ABOUT THOSE WHO EARN THEIR LIVING FROM THIS ACTIVITY: The origin and reason for this most pervasive and damaging of the misconceptions about SELLING stems from the 'foot in the door' image that has been perpetuated. Such attitudes can make life difficult for the salesperson who has to overcome the barriers which such mistrust erects in the customer-salesperson relationship.