I am a firm believer that people don’t like to be sold to but they LOVE to buy.
I know I feel this way and I’ve “sold” to enough people using a variety of products to know that most people seem to feel this way. So then why do many sales people only sell sell sell?
Why not put yourself in the customers shoes? Instead of thinking “How do I sell this new product to them” why not asking “Why would they buy this new product?” … or maybe…
- What motivates them?
- What pains are they dealing with?
- How do they make decisions like this?
- Who is involved in this kind of decision?
- Why did they buy a similar product before?
- Why are they looking to change?
These are just a few examples of questions you should ask yourself before approaching a prospect or client with your product or service.
My goal for this post is to shift your paradigm about selling. Instead of “selling to” prospects I want you to focus on “buying with” them.
Why “Selling To” Is Bad
It’s Egocentric: With a selling to mentality you’re only thinking about yourself. Your goal is to make the sale, get the commission, and claim the top spot on your sales leaderboard.
It’s Aggressive: People don’t usually like aggressive salespeople. they respond to them, but they don’t like them. And yes this can vary. If you sell sales training to sales managers then you are probably expected to be a little more aggressive. But if you sell to Dir. of IT and Accounting folks, the same pressure should not apply.
It Doesn’t Build Value: When you sell to you are telling your customer why they should buy your product. At most you have maybe half the story of why they invited you in to talk. But guess what, they have the other half which is the more important half. You are essentially flying blind hoping to stumble upon the right reasons during your spiel.
It Doesn’t Build Relationships: This is the biggest issue with “selling to”. Selling should be about building partnership that last. If your goal is to sell you are walking an uphill battle.
Think about when you were younger and bought your first car. You felt like you were on top of the world right? It didn’t matter how cheap or expensive it was. It didn’t matter if its used or new. Heck the color might not even matter at this point. All that mattered was that:
…THIS BABY IS MINE!!!
I know I felt this way when I bought my first car. I had ambition and wanted to put my plans into action. That car would get me there.
Why “Buying With” Is Good
It Focuses On Them: It’s OK with me if prospects only think “me me me”. For every one of those “me” thoughts there is another trigger I can use to buy with the customer. Our conversations take a different tone towards discovering their needs and pains. Not on your need to make a commission.
It Builds Individual, Customized Value: Since you’re buying with your customer you are on the front lines of the decision making process. You are a counsel to their operations and they know that your only goal in life is to be their champion. The more you can ingrain yourself into their decision making process the more you can help them design a solution that will be perfect for them.
It Builds Strong Lasting Relationships: Selling and buying are about relationships. Not products and commissions. Selling to is a transactional activity, and when it’s done…it’s done. Buying with is a bonding activity. You create the solution WITH your buyer so they have input and skin in the game. This allows them to have buy in and creates a sense of ownership in the product or service. That makes it easy to buy.
So what are your thoughts? Good to sell to or bad? I’d love to hear from your experience below.
~ Johnny Bravo
Image courtesy of jscreationzs / FreeDigitalPhotos.net
{ 1 comment… read it below or add one }
Johnny- I sold real estate for 25 years and then started my own business which is an internet business selling promotional products. I have asked people over the years why do they buy from me. The answers have been that I am creditable and they trust me. Naturally I like know why. I have heard this for years, you didn’t push me into buying but let me make the decision. When you let the buyer make the decision, when they ask you for your thoughts, then you can do some selling. I also would find something I could relate with the customer to make them feel comfortable. The most important thing you can do when selling is to build trust. The sale will come. The biggest mistake that salespeople make is that they do not listen. Shut up and listen to what the customer is saying.