The TWO Irrefutable Laws of Selling

There are two laws about the profession of sales that all salespeople (and marketing people) need to remember.  These two laws may have  very few exceptions to them but for most, these rules need to guide you in your approach.  Here is the first law:

Law #1—NOBODY wants to BUY or OWN what you are selling!

Most salespeople are taught (too often) to go out into the marketplace and extol the many various features and benefits of their products and services and tell wonderful tales about the companies that provide them.  They work for hours on the fine points of the presentation, the cool graphics on the PowerPoint slides, and the delivery of all of those to the prospective buyer.  On top of that, the way that they describe their company, products and services are peppered with terms and phrases that make a prospective buyer go “brain-dead” such as:

Vertically Integrated—Cutting Edge—Innovative—Industry Leader—Cost Effective—Premier—Unique–Scalable–Turn-Key—Value Added–Synergy—Next Level–Customer-Centric–Strategic

What does this drivel all mean to the customer?  NOTHING!!  In fact, these words more often today begin to shut down the customer’s interest.  Why, because they are tired of YOU talking about YOU!

Here is the fact:  NOBODY really wants to buy and own your stuff!  Even those of you that sell cool consumer products such as electronics, cars, and clothing have to think beyond what it is that you sell and get the heart of “the WHY” it is that they want it.  (Think image, differentiation, status, etc.)  for the most of us out there (myself included) the customer is looking to achieve, accomplish, or attain something that our product/service helps them with.  We need to focus on THAT, understand THAT, and get them to discover and admit THAT to us in the sales process.  Is it easy?  NOPE!  Why?  Because we are not programmed or trained to dig for their motivation and work to understand their needs.  We are taught to go give information and repeat a pitch!  Is it simple?  You bet!  How?  You need to change your thinking in advance so that you can change your approach throughout!  It’s all about THEM Stupid

Law #2—Customers don’t know how to BUY!

Sounds weird doesn’t it?  Think about though!  How soon and how often does price come up in the conversation today?  If you are not selling in a typical retail environment where there is a price-tag or a menu with prices, the customer seems to be primarily interested in the price (the cost) of your offering.  Customers may not know how to buy but they certainly know to ask “How much?”  Why?  Simple; because salespeople LEAD with their wallets way too often in their approach.  They enter the conversation with things such as “We want to make sure we get you the lowest price” or “Our product/service will save you money on….” or “we are the price leader in the market…” blah, blah, blah.  In other words, the customer has been trained to go to price soon and to go there often.

Salespeople need to stop SELLING and to start helping customers buy! 

• They need HELP making a decision!
• They need HELP understanding their problems!
• They need HELP assessing their current situation and their future needs.
• They need HELP analyzing past decisions that got them there.

They don’t need a walking, talking brochure vomiting on them!  But, too often, what they GET is just that!  Thus….”How much?”

So…what to do?  First off, stop being a self-centered, product pushing braggart with commission breath!  Get into every opportunity focused on the intent of learning, engaging, and discovering your customer’s “needs to buy.”  Get them OPEN and sharing information about their favorite subjects—themselves and their situation.  The more they are talking to you, sharing with you, and open to you…..the more often that they differentiate you, value you, and will choose to do business with you!

Understand this:  Most salespeople don’t get this!  Most salespeople are not trained to diagnose before prescription.  Most salespeople are NOT tough acts to follow! Learn these two LAWS of buyers and separate yourself from that crowd!