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Sales Is Not A Game

By Will Turner

Play the game. Change the game. Unlock the game. Win the game. It’s a numbers game. In sales, many of the so-called gurus refer to the game of selling. I’d like to state as loudly and emphatically as possible that sales is NOT a game!

When most of us think of games, we think of some form of competition that pits foe against foe. And in that competition, there is ultimately a winner and a loser. In that scenario, a logical assumption in the sales world would be if you win, your client loses. Those that embrace that idea of sales are doing the rest of us a disservice.

Here are five reasons why sales is not a game:

1. Games conjure up the image of predetermined rules and roles. In sales, on the other hand, the rules and roles are blurred. Each situation is different and the salesperson does not have the luxury of each prospect “playing” their role. In fact, a good salesperson will definitely not “play” the role of a salesperson. Instead, he or she will become a trusted advisor and resource.
2. Games have winners and losers. If done correctly, everyone should be a winner in the sales process – even when a sale is not made. In other words, if you choose to buy from my competitor instead of me, it’s okay. They may have a better product or solution to fit your particular needs. It’s right not to take the business if the business isn’t right.
3. Games provide an escape from reality. Sales, on the other hand, is reality. There is nothing more real than sales. It’s a fundamental principle in our capitalistic society. Nothing happens until something is sold. Commerce provides us with our livelihoods and commerce is not possible without the exchange of products and services for trade or payment.
4. Games have a start and a finish. Sales is an ongoing process that goes and goes, just like the Energizer bunny. In other words, we’re all in sales all the time. That doesn’t mean that we’re “selling” in the traditional sense of the word all the time. But, it does mean that we are connecting with others and being available to help. Our approach and interaction with the world should be congruent with our sales approach. The two are inexplicably intertwined.
5. Finally, sales is not about playing games. So many salespeople have been taught to use different techniques and tricks to get the prospect to do what they want. That’s just wrong. Sales should be about integrity. It’s about building relationships, providing value and seeking the truth. It’s working through issues, discussing concerns and determining the best course of action for all concerned.

Will Turner is the Founder and President of Dancing Elephants Achievement Group, an international sales training and consulting company. Will is a sales expert with 25 years of sales, marketing and sales management experience. Will created the Sales Magnetism program and co-authored Six Secrets of Sales Magnets. He can be reached at or 804-254-4122.