Ditch the Burden of Making the Sale
Eliminating the subtle sales pressure on our clients means they can stop avoiding us.
Sometimes people in sales who don't use typical sales-talk, or sales-pressure methods, find themselves falling back into the 'chasing game' and are stuck in a negative cycle of sales frustration. There is a way to break out of this cycle though.
The answer lies in a hidden and quiet enemy called 'sales pressure'. It's not your typical overt salesperson type of pressure. Rather it's a subtle, beneath-the-surface, underlying sales pressure that can arise in relationships with potential clients without us even realizing what's happening.
This can happen when we are so focused on getting an appointment or a sale that the only message we're giving our potential client is that we're putting them through our sales process. Our conversation towards them causes them to distrust us because we're trying to sell them and their response is to evade, withdraw and conceal the truth of their situation. They sense that we don't honestly care about their situation and we simply wanted to make the sale.
How can we eliminate this subtle selling pressure we place on our clients?
Stop carrying the burden of pushing the sales process forward. Get your potential clients to talk about the problems they're facing. Instead of asking questions and trying to dig information out of them so you can make the sale, listen to them. Use your natural conversational flow to see where your potential client wants to take the discussion so they'll feel understood. If you can relax and do that, the sale process will move forward.
Donít use 'sales' lingo. You may not even know any sales language, like 'when shall I follow up', 'Can I come by and show you what I have?' or 'Do you still want to move forward?' If you don't know those lines, then forget you just read them. The only time you should be asking someone if they want to move forward is if they're holding up a checkout line at the grocery store. Imagine that your potential client is a friend and speak to them as you would a friend. Spontaneity in conversation and being at ease with your potential client will go a long way in helping develop trust in you and, by association, your products and services.
Be aware of what your inner voice is saying to you. Donít go into a conversation with a potential client by making assumptions that your product or service is a fit for them until youíve both decided that there's a problem to solve. Not being 'perfect' with a potential client isn't a sign of weakness but rather an indication that you're human too. Don't fear rejection because although rejection is a real possibility with some clients, you're not going to us an approach that would trigger rejection.
Shift the way you think about 'selling'. It's not a game, but rather it's a mission to help those in need. Go on, feel the relief that comes from shedding the burden of the negative sales stereotype.
Find new role models. Search out successful people who sell but don't use traditional selling and thinking behaviors. Watch how they build trust with clients as they would with friends. In this way they're keeping their own agendas in check so that the potential client feels that their own needs ~not the salesperson's commission check~ are priority number one.
Be open to new approaches. Don't let your sales goals take a toll on your self-esteem. You'll feel better if you stay away from exerting subtle and especially overt sales pressure on potential clients. Be natural, be friendly and put your client's needs over your need for a sale.
Search out new ways to build trust. Look to your personal life for examples of how you've built trust in your relationships. It's not about out-smarting your friends and family, it's about truly caring about their needs and their problems. Put the natural talent you already have for building trust to work for you with your potential clients. If they know you care about them, they'll be more likely to share their concerns with you and trust that you'll help them.
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