The next big revelation in professional selling, is to focus on getting the client to buy! Remember, it is the job of the buyer to buy! And it is your job as the professional sales person to identify who has the power to make the decision to buy and then getting them to say “Yes”. So, what does this look like? It requires active listening verses passive listening. WE can listen to a client in two ways, passively or actively. As the passive listener only hears words, the active listener sees the story behind the story, or in other words, tunes into the feelings behind the words-the anxiety, the frustration, the joy, the love, the feelings. Once you understand the “feelings” behind the words, you can then tailor your presentation accordingly to meet the needs. It is important to ALWAYS respond to the client’s feelings.. That is the surest way of reaching out and making real contact.
Remember, that your client doesn’t want to be told what to do. So the task is to sell in a manner that allows the client to buy rather than being sold. While it is always important to state the features, but sell the benefits, it is equally important to remember that we ultimately are working towards getting the buyer to buy!.
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