“The prospect of me selling is making me feel ill!”  It’s surprising how often I hear this in different forms.

Selling! It’s such a loaded word. And it’s surprising how many people hate the thought of doing it. Which is fine, unless your livelihood depends on it. And as a business owner, it probably does.

So if you do need to go out and “sell”, and find the thought of it distasteful, realise that successful salespeople actually don’t “sell” anything.

“Huh”, I hear you saying… “What do salespeople do if not sell? And you’ve obviously not met any of used car salesmen I have!”

So let me explain…

Great salespeople don’t sell. They encourage their prospects to “buy”. And there is a crucial difference.

Bad salespeople thrust their wares upon you – whether you want it or not, and then succumbing to the pressure and parting with your money, just to get rid of them. And then feeling the classic symptoms of “buyer’s remorse” – and wondering why you succumbed, and wanting your money back.

Really effective sales people take the time to understand you, where you’re coming from, what you’re looking for and then present a solution in a way that resonates with you – allowing you to see the value so you happily part with your money with no regrets.

In short they treat you in the way you want to be treated. Not how they as salespeople feel most comfortable.

Which means they exhibit great behavioural flexibility.  i.e. They fit their communication style to yours.  And crucially, they don’t talk themselves out of a sale by rigidly following some process laid down.

A friend related this story about buying a new car which beautifully illustrates the point.

He knew exactly what make and model he wanted, and was going to dealers to see if:

  1. a) They had it in stock for immediate delivery, and
  2. b) The best price.

The first dealer he walked into insisted on showing him other models and demonstrating all the features of the various cars. Friend walked out.

Second dealer did the same. He walked out again.

The last dealer was smart. He said, “Here are the keys – why don’t you take it for a spin while I get the paperwork ready.” He got the deal.

Understanding my friend’s personality at a glance was instrumental in having him buy. The car dealer didn’t have to “sell” him the car. He bought because he was treated in the way he wanted to be.

I have no idea what the salesperson’s intrinsic personality traits were. He did however understand that he couldn’t act in the way he felt most comfortable. He had to adjust his style to one his prospect felt comfortable with.

Learning how to swiftly recognise styles and adjust your delivery to suit is one of the keys to successful persuasion.

Like to know more? Call us on 0414-913-334 and we can help rapidly improve your (and your team’s) sales skills so you have more people willingly buy from you, faster.


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