On a sales call, who really does the selling – the sales person or the buyer? The correct answer is: The Buyer. Yet, so many sales people believe it is their job to do the selling - either by pitching features and benefits, or by using what they believe are their superior presentation skills.
At Sandler we have a rule that states: people want to buy, they just don't want to be sold.
We believe the sales person’s job is to create a Buying Environment where the prospect is telling us what they want. It should never be about what we want to sell them. And it’s not about selling a product or service; it’s about filling an emotional need, or Pain, as we call it in Sandler.
One of my mantras is Stop Telling and Start Selling. This means leaning to ask questions and listening closely for the buyer’s real needs and wants. Once you’ve determined that you can provide the solution, then create an environment where the buyer sells himself / herself.
Sound simple? It is – just not easy.