It used to be "Everyone's a Salesperson" and maybe it's still true but the more I read and the more I learn about customer buying habits, it's less about sales and more about facilitation.

Sales is about influencing, about convincing someone they need what you have. Others may have it too but they should get it from you because ... rattle off a list of reasons.

Unfortunately, everyone is doing the same thing.

I talk with a lot of people who are in very competitive fields - mortgage broking, banking and finance, floristry (diverse, huh?) - and they are all looking at delivering the same thing - their product + personal service.

I ask every client/prospect the question: "What will you do that will be different?"

The response is always the same: "I'll offer dedicated personal service."

And without being unkind, I have to respond: "Yes, you and everyone else."

Personal service is a commodity. Everyone is doing it to varying degrees of success.

If you are exceptional, it can be your point of difference. However, exceptional people, by definition, are rare! They are the - exception.

So what does this have to do with being a facilitator?

Well, my background is in training and development and during my "training to be a trainer" I learned the Latin for facilitator is 'facile'.

Facile means to make easy or simple. (In our darker moments we will admit to knowing people who are facile - simple.)

But in business, making things easy for a client may be the key point you are looking for.

* Can you imagine your clients raving about you because you made complex matters - easy.

* Maybe you simplified the process.

* Maybe the transaction went through like a breeze.

Case in Point: The Test of Good IT Sales

I've worked with a lot of IT people and I have a friend who makes IT easy for me. I like him for that and I recommend people to him because of that particular quality.

But as Albert Einstein said, "Things should be as simple as possible, but not simpler."

I didn't quite get that at first but you can also oversimplify things - critical factors begin to fall through the cracks. So we can't afford to go overboard.

There is still work involved

This is THE crucial point. To make life easier for your clients, we have to do some work.

1. We have to work out what the process is

2. We have to identify the pitfalls ahead of time, not just fix them when they occur

3. We have to keep the client informed in line with a pre-defined path

4. We have shield the client from problems they don't need to worry about

5. We have to be responsible for all actions, (sometimes even those outside our control)

The point of all this is that the client thinks we're amazing. It was just so easy. In Australia we might say "Too easy."

So while many of us are in sales, we are really facilitators of someone else's goal, dream, lifestyle.

Make it easier for them and you'll make it easier for you.

Bill James-Wallace helps his clients grow their business through better and more strategic customer relationships. Drawing on his 18 years experience in the financial industry as a Sales Manager and Manager of Training & Development, he helps business owners play on the same field as corporates.

Bill can be contacted at bill@resultdrivensolutions.com.