If you’re involved in sales, you’d know that it can be a difficult career. As someone once said, ‘A career in sales means chicken dinner one night, feathers the next’.
So true. But here’s an interesting thing…
Talk to most sales people and they’ll make it clear that their focus is on making a sale. In fact, if they’ve been around for a while, they’ll probably know a half dozen so-called ‘closing’ techniques that are designed to get the customer to say ‘yes’, supposedly whether they want to or not.
A flawed technique at best. First, because you might be able to squeeze THAT sale out of a reluctant customer … but you can be pretty sure that you won’t see them again, and so you’ll miss out on the balance of their business.
And secondly, it is physically impossible to ‘sell’ something to someone….it is impossible for any
sales person to sell anything to anyone. Even the best sales person in the world would be unable to sell a million dollars worth of gold for just a hundred dollars.
But it’s possible that the customer might decide to buy it. If that happens, a transaction will occur. If the customer does NOT decide to buy … then no amount of ‘selling’ will make any difference.
The point is a simple one. The ‘sale’ occurs NOT when the sales person tries to sell, but when the customer decides to buy. The sales person can talk for hours on end and can go blue in the face … but nothing will happen until the customer buys.
That being the case, doesn’t it make sense to stop trying to sell …and instead start helping the customer to buy?
If we do that; if we adopt the philosophy that we’re there to help the customer find the best solution; if we think of ourselves as ‘assistant buyers’ rather than ‘product sellers’ … then it changes the whole vibration of a meeting with a prospect.
Instead of them feeling that we’re trying to sell something, they’ll pick up on the fact that we’re simply trying to help them find a solution. And as a result, they’ll relax, become more involved, and help us to help them.
Best of all, they’ll go away feeling good about the transaction.
Surely that’s better than trying to cram a product down a customer’s throat – for both the salesperson AND the customer.
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