How To Not Sell

When I first learned sales, I was taught how to give a presentation. I was taught how to sell, sell, sell, and when you’re a salesman, you love selling. It gives you a thrill.

But over time I found out that while people love to buy, they hate being sold.

People love getting rid of their problems. They love adding to their pleasures. They love finding easier ways to get things done. They actually love it.

And as long as the product can really give them what they want, they love spending the money to purchase it. I love it, too.

So today, I no longer sell.

Instead of going into my presentation and talking about my product, the first thing I say (after introductions) on an inbound sales call is this, “Tell me your story. How are you hoping we can help?”

And then I listen and take notes.

I ask questions and take more notes.

They tell me exactly what they want. And they even tell me the concerns they have with the other vendors they’ve talked to. And they love it.

Once I know what they want and their journey in trying to find it, I let them know some basic information (5-10 minutes) about what makes our product unique.

After that, I only talk about whether or not we have what they want.

I start by naming one of the things they want that our product doesn’t have, along with a possible workaround. And then I say, “Will that be a problem?”

If they answer yes, I see if I can come up with a better workaround, or we cordially part ways.

If they answer no, I keep going.

Once there are no problems, the rest of the call is fun. Because it’s focused on how we can give them what they want.

In the end, they never had to endure a canned presentation that tried to sell them something.

They got to buy something. And people love that.

What do you think?
Joseph