If Your Sales Approach is All About You Telling, Then How is That Working For You?
Each day thousands of sales professionals engage in product based marketing. This sales approach is all about "telling" and in today's global economy frankly just plain stupid because selling is not happening. Maybe this is why 40% to 70% of all sales goals are not achieved.
Sales professionals engaged in sales or product based marketing believe and freely share this with others that:
- They have the best products or services!
- Their prices cannot be beat!
- They can send you a proposal!
Now that you have infected your potential customers (a.k.a. prospect) with the 3Ps virus of products, price and proposal, can you share the value or the results that you bring to the table? Would it not be far simpler to begin with the results and the value from those results that spewing the 3Ps Virus?
Why so many sales professionals are engaged in this sales approach is because they have been trained using a sales or product based marketing approach. However, when they focus on the results and value from their products or solutions they are now demonstrating education based marketing. This behavior differs dramatically because it establishes you as the expert not the pusher of your goods and services.
A great visual example to illustrate how this sales approach actually works is to imagine that you as the seller are on one end of a 3 to 5 foot rope with your potential buyer (a.k.a. prospect) on the other end. Now push the rope. What happens? Nothing! When you are in telling mode, you are really pushing on your end of the rope. This is truly working harder not smarter.
The opposite of pushing is pulling. When your potential customer pulls on the rope, what happens beyond moving closer to her or him? What is occurring is a relationship is developing because the other person is taking action. Now you are working smarter and not harder.
In education based marketing, you speak from a perspective of educating by providing value knowledge. You are no longer in telling mode and you are now perceived as someone who brings value and consequently the other person wants to know more. What happens is the potential customer begins to pull on the rope bringing you closer and closer.
Now is the time to stop doing all that telling because you truly are not selling. Begin to bring value through education. Work on having your customer pull you into her or him and stop pushing on that darn rope if you wish to increase sales!
Source: http://ezinearticles.com/
Added: October 8, 2009
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