Few people enjoy the idea of “being sold.” A key step towards becoming more successful in sales is to take a contrarian approach to what you are doing. Once you learn to do this, you will immediately find yourself in a more natural and comfortable position, and you will become more pleasant to be with. Your words will be received favorably while your recommendations will be treated with respect. When you approach sales from this contrarian position, your success is sure to follow.
What is this contrarian approach? To become more successful in sales you must
Stop trying to sell!
Notice I didn’t say stop calling people… meeting people… questioning people… or listening to what people have to say. I didn’t say stop seeking opportunities to be of service to people or stop fine-tuning your product or service presentation. I didn’t say stop writing to prospects or sending newsletters, postcards, or press releases. I didn’t say stop attending trade shows, seminars, workshops, or conferences. I didn’t say stop subscribing to trade papers, magazines, or bulletins. I didn’t suggest that you sleep late or hang out at Barsalloti’s Bar & Grill on Tuesday afternoons. I recommended that you simply STOP TRYING TO SELL. Most people don’t like being around people who have “selling” on their minds. In fact, other than a few rare cases, I don’t think you can sell anything to anybody. People today (consumers and purchasing agents) are pretty street-smart and are skeptical of “empty suits” (salespeople who don’t have a clue and can’t tell third base from the dugout). If somehow a salesperson does manage to finagle a buyer into spending some hard earned cash for an un-needed product or service, chances are it will be that salesperson’s last victory… with that buyer or his organization.
Even the phrase “being sold” is a turn-off. I don’t believe I was ever “sold” anything. I wasn’t “sold” my car. I don’t believe anyone “sold” me my house. Nope, I don’t believe anyone has ever “sold” me anything.
Yet, I feel very natty and confident when I don a well- fitted, stylish business suit. I experience joy knowing my family is comfortable and safe while riding in a clean and practical automobile (which, I am quick to mention, I personally decided to buy). I have lived up to my responsibilities knowing that my life insurance policy is adequate. The last time I wandered into a men’s shoe store and exited with three new pairs of shoes, it came as a direct result of my deciding to buy each pair. A salesman didn’t sell me anything. I take great pride in having decided, without the unwanted pressure of a well-intentioned salesperson, to adopt my two greyhound dogs, Jetta and Eddie. In short, I take pleasure and pride in the things I personally decide to own.
People enjoy owning things which they themselves decide to own. But the idea of being sold, on the other hand, conjures up feelings of manipulation and resentment. I don’t like it. You don’t like it. And your prospects don’t (and won’t) like it either.
So, it should come as no surprise when I tell you in a voice just shy of shouting… STOP TRYING TO SELL
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