Common Sense Selling

Problem: The other day we were working with a new group of people who had just started our training program and we were astounded at how difficult these folks were making the process of selling. We reflected on how everyone says that consultative selling (asking questions versus pitching features and benefits) is the way to go, but few can do it successfully.

Diagnosis: Clearly the old beliefs and habits had become so completely ingrained that they were preventing these folks from making the transition from a product oriented sales pitch to a discovery oriented process. Even with their notes in front of them, the urge to start selling at their first opportunity was so overwhelming that most struggled considerably with the new concept. And these were people who were experienced and in a relationship type of sale.

What was causing this to be so difficult? It stems from our belief system. There are several beliefs that, unless changed, will prohibit us from ever becoming a consultative salesperson that is able to effectively uncover the prospect’s pain and suggest a targeted, value based solution.

Here’s what those beliefs are.
“Our products and services are great and everybody in our target market needs them.”
therefore,
“When they hear how good our stuff is, they’ll want it.”
but
“If they don’t want it, I’ve failed.”
therefore
“I need to work harder at convincing them to buy.”

This is a completely logical thought process if the initial premise is true, but it isn’t. This belief, however, can appear to justify behaviors such as overselling, talking too much, not listening, etc. Even if your solutions are great, not everybody needs them, no matter how good they are. (And just for once consider the possibility that your competition isn’t so bad either.)

Wonder what would happen if the beliefs changed?

Prescription: Here are our rules for selling. They’re based on common sense.

Not everyone needs what you’re selling. That’s right, not everyone is a prospect. So if you’ve qualified thoroughly and they don’t need your stuff, “no” is okay. Ask yourself:
“Do they really need my solution or do I need them to buy?”

You must understand a problem before you can suggest a solution. Prescription before diagnosis is malpractice. You should be asking yourself:
“Do I truly comprehend what the problem is, what’s causing it and how it affects my prospect?”

There must be mutual trust for a relationship to be successful. When the prospect doesn’t trust you, he may mislead you as a defense mechanism. You should know:
“Is what I’m doing now increasing or decreasing trust?”

In a successful sale, both parties win. Selling is not combat. If the prospect loses, eventually so do you in a sale where relationship is important. There can be no losers, real or perceived. Ask yourself:
“Is this a good deal for both of us?”

Try changing your beliefs, and watch your results change.