Imagine for a moment that there was no pressure on you to sell anything…that you were free from the constraints of producing revenues.
In this mythological scenario, your focus is now 100% on building relationships.
No pressure to get them to actually buy anything. All you’re charged with is getting their attention and building a relationship.
How would you communicate differently?
The answers probably vary, but I’d imagine that there would be a lot less focus on you. Your solution. Your features. Why you are better/different/cooler than the competition.
My guess would be that you’d focus more on the person with whom you were speaking. What their challenges are. What they’re worried about. What they desire.
Now pause for a moment and put yourself in the shoes of that person. Who are you more interested in? The person who’s pushing their solution on you, or someone who is genuinely interested in you? (I realize the answer is kind of obvious.)
But here’s the point. In our desire to get people to buy, we tend to revert to a default mode that says the quickest way to do so is to evangelically preach at them about what we have to offer.
Once we’re out of the actually selling situation, we know that we should invest the time to find out needs and desires. But, once we’re actually in the white-hot fire of the sales conversation, WHAM-out come the big guns of WHY YOU SHOULD DO BUSINESS WITH ME. Let me preach at you until you see the light!
Curious, isn’t it, how we know we should do one thing, yet under pressure do something different?
I believe the reason why we don’t actually do, what we intellectually know we should, is because we feel under pressure to close the sale…make the money…meet the quota. And here’s where irony comes into play.
Which is…you’ll sell better if you just don’t care whether the person says, “Yes” or “No”. (Or at least not care too much.)
Of course, having that distance, that ability not to care, means that you have to have lots of people to present your case to. Lots of times at bat. And that’s what a great marketing system should get you-lots of “at bats”.
So you don’t have to care about making the sale (or at least not care too much.)
Food for thought
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Mark Satterfield, Gentle Rain Marketing — Author, Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube