Sell More by Not Selling

Selling is not about selling, it’s about creating an environment where, “You,” as the sales rep, can ensure that, “They,” as the buyer, can have peace of mind. No buyer is going to get anything from you unless they can trust you, that’s why it’s vitally important to focus on building trust right from the start. Sales reps that jump right into their pitch without creating a sense of trust, are not going to do anywhere near as well as the reps that create trust, mutually agree what’s going to be reviewed during their meeting, and look to work together as a team to make a deal happen. When you create trust, you can, “Sell more by not selling.” This is the zone where the top sales reps and revenue producers in the world operate, and this is where you want to operate as well.

Now here’s the funny thing with trust, it happens almost instantaneously when you physically meet someone, and if you’re talking over the phone it can happen by their voice inflections, and if you’re talking via text or chat, it can occur by the context and manner in which each of you are writing to each other. Everything you do in the beginning, needs to be around creating trust, and quickly. The high flying fast talking, fast moving, “I’m going to get you before you get me,” type jargon, needs to stop.

The reason I share this is because one little thing that creates doubt, can turn into a snowball rolling down a hill, and when this starts to happen, it may be tough to recover from. Focus on the small details that create trust, and if you want to be trusted, do trustworthy things. I’m really not able to put it any simpler than that. So let me break down why I say, “Sell more by not selling,” and give you a few tips that you can use moving forward.

Be accountable.
Selling is about being personally accountable to the client you’re providing a product or service to. People need to be able to rely on you, it’s that simple. Yes, it may be Friday afternoon and you may be sitting on the beach, but at least be responsive and put them in touch with someone in the office that can immediately help them with their problem. Even better, set the person up with a list of contacts, names, emails, numbers, that they can call when they have a specific problem, so that they can totally bypass you and get help directly from the best source. Of course, it’s always good measure that they keep you in the loop with what’s going on as well.

Get in the trenches.
Selling is about being in the trenches with your clients when the crap hits the fan and everyone else is running away from the problem. You need to be a firefighter and run into the burning building, pull the people and animals out, and then go back in and put out the fire. The best sales reps are relentless, and strive not only to dig the trenches, but to fight in them with their clients as well. Never, say never, to anything, when it comes to helping out a client and making them look good.

Understand the situation.
Selling is about uncovering, understanding and implementing solutions that save money and solve big problems. If you don’t know what you’re talking about in regards to the product or service you’re selling, don’t bother faking it. You need to be the resource that your clients reach out to when their boss wants something done, and quickly. They don’t have time to look around, get quotes, and build new relationships, all they have time to do is make one call to you, get the solid recommendation, and then move on from there. Here’s the key, just because you don’t sell what they’re looking for, it doesn’t mean that you’re not able to help them through the process. Help where help is needed, regardless of whether it puts immediate money back in your pocket. Believe me, do this, and money will come into your pocket for a long time to come.

Create a relationship.
Selling is about having a personal one-on-one relationship with each other, learning about each other, personally, and business wise. You’ve got to invest time and effort to build your business relationships. I’m not talking about being creepy about things, I’m just talking about being sincere and creating a reliable one-on-one relationship where you both know that you have each other’s backs. Yes, you may have to peel back the onion a bit and share who you really are, but it’s going to be ok. If you’re doing the right things in life, it will be hard not to like you, but if you’re engaged in activities that don’t align with moral values that most people have, you’ll either need to change your behavior, or start working with clients engaged in the same type of junk behaviors that you’re engaging in. I don’t suggest this by any means, as there are a lot more people doing good, morally correct things, than people that are doing negative things. Surround yourself with the winners, and don’t be afraid to dump a client if they’re not up to your specifications. It’s a two-way street here.

Be empathetic.
Selling is about truly caring for their feelings, for saying Happy Birthday, for being there when they need you, and to help each other become more successful together. Stuff doesn’t always go right for people, a person may have a loss in their family, a loss of a pet, someone in their company was let go, or a variety of different issues, be there for them, listen to them, associate with how they’re feeling, and when they want to talk, be available and supportive, whether it has to do with personal life, or business life.

Ok, so now that you have a few pointers to help you out, digest it, and then make you’re own recipe for success. Doing things the exact the way that I say, word for word, may not work for you. Every situation is different, you’re unique, and you need to add your own personality and flavor to everything you do. By doing what I recommend as a whole, you’ll be set up to have long-term relationships, that will ultimately help you have long-term business success.