Do you like being “sold” something? I don’t. Please don’t try and “sell” me anything. It makes me uncomfortable. It creates mistrust. It makes me think that my needs are not at the center of our exchange. It makes me think that the focus is simply on closing the deal. In the end, “selling” me will not create a long-term relationship between us.
Here’s a more effective strategy: Be helpful. Make it easy for me to find you. Make it easy for me to reach you. Be ready to respond when I do. Allow me to dictate our communication. Know your product or service. Know how it compares to your competition. Answer my questions patiently. Be open and honest (even if it means losing a sale). Above all, place my needs as your highest priority, not your sales quota.
It’s hard for some to grasp, but losing the focus on making the sale actually increases the likelihood that I’ll buy, and I don’t think I’m alone.
How about you?
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.