Below is an excerpt from my book “How to Sell Without Selling”.
Our defenses naturally go up whenever we’re confronted by a sales person.
No matter how kind they appear, you know in their heart they’re out for the sale.
They can tell you how important you are to them, how they’re not ‘paid on commission,’ or how they only want the best for you, but none of that matters.
The traditional sales process is a confrontational experience.
That’s likely why you picked up this book on how to sell without selling. You don’t want to be another sales person. And I can’t blame you! Most sales people suck!
Traditional sales training has focused on ‘always closing’ and ‘closing tricks.’
These types of sales classes will teach you to assume right through the sale. Instead of asking them to buy, you ask them whether they want option A or option B.
If the customer has objections, you try to get them all out in the open.
You ask questions like, “Is there any reason you can’t buy today?”
They give you an answer, potentially an objection. You note it in your mind and you ask, “Is there anything else?”
Eventually you have your list and you go through each of these objections, knocking them down one after another.
This is an aggressive confrontational style to selling.
You’re overwhelming the prospect with the force of your personality and your arguments. While some people are very successful with this (cough…cough…car dealers), it’s not comfortable.
It doesn’t bond you with the prospect. It’s you versus them. Not the type of approach I want to use with my clients. Our goal is to make the world a better place, and that won’t be accomplished by abusing your clients.
Another common technique you will commonly hear about is called consultative sales.
Instead of knocking down objections by brute force and applying multiple closing techniques, you act as a consultant with your client. This approach has a lot more value to it.
You’re asking them questions that reveal what the problem is they need solved, what the ramifications of the problem are, and you’re deciding together whether your solution is a good fit for them.
I have used and taught this to my clients. It’s effective especially when you’re dealing in person or over the phone with a client.
But it has one major weakness. People don’t trust you when they see you as a salesperson.
And make no mistake about it, they expect you to sell them. That’s why you’re there. That’s how you make money.
If you want to produce the best results even with a consultative sales approach, you first have to turn the selling system on its head.
Remember this rule. You cannot change someone else’s beliefs.
While you could potentially debate someone into a purchase by the strength of your personality and arguments, this will not result in a happy customer.
Instead it will create buyer remorse.
They’ll feel manipulated.
You sold them on something even though it didn’t match their personal beliefs about the subject.
The secret to sales without selling is to eliminate the sales resistance by connecting indirectly to their beliefs. That’s why it’s so important to understand your customer.
You need to know where they are right now, what problems they’ve experiencing, what they believe about those problems, and what they believe about the current solutions.
And you can discover exactly how to do that in “How to Sell Without Selling: Step-By-Step Marketing Formula to Attract Ready-to-Buy Clients…Create Passive Income and Make More Money While Making a Difference”
You’ll find out HOW to do the above in chapter 6, “How to Eliminate Sales Resistance By Not Selling.”