“Don’t Sell, We’re British…..Do You Have The Right Attitude?”

I have just started an excellent book, “Don’t Sell, We’re British: rules for persuading people who don’t like to be sold to” by Tony Dimech.

Let me explain – Tony is someone I respect. He was kind enough to invite me to lunch on New Year Bank Holiday because I needed his advice. In return, I felt duty bound to read his book! And what a mine of information.

We British are suspicious of salespeople. We hate to be ‘sold’ to and resist feeling obligated to buy. It’s my observation that British people can be pressurised to buy since we are uncomfortable about saying ‘no’. However we will resent you for it and will never buy from you again. Even worse, we make sure that others know of our resentment.

No, Tony makes it clear that the secret of selling to the British is to inspire us to buy. And one of the great secrets of Tony’s book is to approach your prospective customer with respect.

For instance, I had never come across a piece of advice in books on making sales about how crucial, the attitude of the salesperson is. Tony’s advice is “if you aren’t in the right frame of mind, your customers won’t be either.” Your attitude influences your meeting with your prospect from the start.

First, what do you believe about your prospective customer? Already you will have made a judgement about them – about all prospects in general, as well as the person in front of you. Do you think of prospects as ruthless, ready to nail you to the ground to get a good deal? Or do you see them as concerned to find a solution to their problem? Tony says, “All buyers are professional people who are trying to do their best for their business in very difficult conditions.

Next, what’s your attitude towards yourself? And what is your current mood? Could you be feeling

  • you are too good for this job?
  • do you have your good days and your bad days?
  • or worst of all, do you hate your job and detest getting out of bed in the morning?

Tony makes it clear you cannot make a decent sale if you don’t care enough. Yet if you are too arrogant and cocky, you will ruin your meeting by failing to listen, or by being too impulsive.

The book includes a mood indicator test to measure the mood you’re in. It then outlines a proven way to raise your mood. Tony calls it getting into your “Zenith Zone”. Your Zenith Zone is where:

  • you’re in total control of your feelings
  • you’re prepared for every eventuality
  • nothing can stop you from achieving your objectives
  • every day’s an adventure

Sports psychologists call it getting into your ‘peak state’. This will differentiate all the best and most accomplished sportspeople from the rest. Tony shows you ways in which to access and achieve your “Zenith Zone” and how to maintain it.

I strongly recommend the book. It’s as an easy read for busy people and has some valuable advice to achieve profitable sales. Have a look ……


About anrah

Anrah is a business development consultancy specialising in helping senior women in engineering and science, their teams and doctoral students increase 'presence', improve communication and generate impact to win stakeholder buy-in at the highest level.
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