This may be one of the most important pieces on selling you’ll ever read.
This simple but powerful information could be the single underlying factor behind any of the problems you have ever had in selling. It is something that plagues far too many sales people and it’s time to bring it to an end.
It is simply this single point:
When you substitute force for good, effective control, you create sales resistance that wasn’t there in the first place.
By “force” I mean overwhelming the customer with “crush sell.” By “control” I mean using the exact amount of effort to bring about a positive outcome. Anytime you have to resort to force to get a communication across to someone, you’re actually creating resistance, making your job harder, which makes you feel you must use more force! It’s a trap.
There are as many “reasons” for sales resistance as there are “solutions” for handling them. Most of them are false and actually lead to more resistance when applied producing the exact opposite result than what anyone wanted.
Force creates resistance. I guarantee it, even if it doesn’t show it immediately. It’s like shouting at the customer or client. You drive them further away, making you reach harder to contact them; then you end up using even more force, which drives them farther away. It will scuttle your sales stats.
Resorting to force or “crush selling” to get the close, is an act of desperation. It reveals that you don’t know what you’re doing. You have skipped the vital steps leading to the close; steps that if taken properly would make it unnecessary to ever have to use such techniques. The old adage comes to mind,”when all you’ve got is a hammer, everything looks like a nail.”
Good control is comfortable on both the salesperson and the customer. It’s just taking the next step at the right time. You should adjust your selling efforts to the customer, don’t force them to adjust to you; remember that products and services aren’t sold – they’re bought.
Do it the easy way. Give the customer what they want. They’ll do business with you and recommend their friends do the same.
daniel w. jacobs
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