As customers, we know: as soon as someone tries to “sell” to us, we clam up, erect barriers, and do all we can to avoid ‘being sold to’.

In order to combat this, dysfunctional sales techniques have arisen, where sales people (desperate to ‘make a sale’ and ‘achieve budget’) try harder and harder to ‘make the sale’.

This charade ends up as a ‘cat and mouse’ game, where all sides waste time, effort  and money:

A ‘lose/lose outcome’                 This is what happens:

Sellers:

Ø  Don’t listen well (they’re too keen to make the sale), so they:

Ø  Make assumptions, to try and sell

Ø  Pre conceived products and solutions, because they NEED to make a sale, and

Ø  Often start at an artificially high price, because they expect to get ‘knocked down’ and

Ø  Don’t ‘have time’ to understand the customer’s REAL needs:

Ø  And besides, they’re the experts in their field, so the customer should listen to them.

Ø  Which takes us back to the top

So buyers fight this by:

Ø  Not thinking their needs through effectively (as the seller will do all the work)

Ø  Creating artificial barriers and hurdles for the seller

Ø  Keeping all their cards close to their chest

Ø  Not telling sellers everything they need to know in order to get the best outcome

Ø  Playing sellers off against one another

Ø  And so are unrealistic about time and money, and

Ø  Procrastinate and waste sellers’ (and their own) time and money

To combat this effectively, we need to:

·         Know what’s wrong with ‘traditional’ selling

·         Learn TRUE principles of successful selling

·         Understand what the customer REALLY wants

·         Learn an effective approach to deliver this excellently

·         Learn a system and tools to make this happen consistently

·         Learn how to measure progress and continually improve

TRUE principles of successful selling

Principle 1: people BUY things because they want an (emotional) result. 

Principle 2: attitude is more important than aptitude.

Principle 3: selling is about understanding the customer’s REAL needs and then helping to find the best solution for them. NEVER try and ‘sell’ to them!

Principle 4: your products or services have NO inherent value: only products or services that meet the customer’s needs have any value

Principle 5: you will only sell effectively if you apply these principles within a selling SYSTEM!

To enquire about the ‘Fab or Drab’ system: ‘How to REALLY sell’ please contact us.