Most business owners love what they do, but resist selling. That’s because they have the traditional view of sales being one of persistence in persuading people to buy.
The good news is that this perception, if it ever was accurate, is no longer the key to effective selling. The most successful salespeople are adept at:
- Identifying the customers’ desire.
- Determining whether their offering matches the customers’ desire.
- Educating the customer on why their offering is, or is not, a good fit.
- Helping the customer find an alternative source when their offering isn’t the right solution.
Let’s explore each of these in greater detail.
Identifying desire
I’m being precise in my language when I say “desire” because people typically look for the lowest price option for what they need. Need implies that they must have it, but don’t want it; hence the search for a low-price solution. Desire is something they want…something they’ll enjoy and pay handsomely to get.
Determining match
By identifying what the customer desires, the salesperson can quickly ascertain whether or not his offering meets that desire, or how it might be modified to meet that desire.
Educating customers
Once the salesperson has identified the customers’ desire and determined whether or not a match exists, he can educate the customer on how his offering meets their desire…or doesn’t as the case may be.
By showing alignment, or the lack thereof, between his offerings and the customer’s desire, he earns the trust and confidence of the customer. At the very least, the salesperson positions himself for future referrals because of the trust and confidence he’s earned.
Alternative sources
When a salesperson realizes that his offering is not a good solution for the customer and he refers the customer to a better solution, he assures that he’ll be contacted again when that person needs something he offers.
Takeaways
Business owners, and salespeople, who use this approach to selling find that they no longer resist selling, they actually enjoy it…because they’re helping people which is why they got into business in the first place.
If you enjoyed this insight, please share it with friends and colleagues. They’ll appreciate that you’re thinking of them.
Resources
For a complete overview of Greater Profit/Fewer Sales concepts, check out Dale’s books, Pricing for Profit and Generate Greater Profit With Fewer Sales:
Even More Profitable training programs assure that your organization enjoys the benefits of being a Greater Profit/Fewer Sales organization.
Leave a Reply