By Paul Bunn and Carl Ingalls
The Quest for the “One”
Many salespeople who contact us are looking for that one all-powerful sales tip or technique that will make them more successful.
Finding Buried Treasure
Many sales seminars are sold by promising to deliver a “new” tip or trick or a silver bullet
technique that will magically make all of your customers buy. Enticed by the possible existence of a secret weapon that you haven’t heard about yet, you continually search for this buried treasure…based on the belief that one more elusive idea will catapult you to sales success.
Nearly all of these ideas that are presented as breakthroughs have been around since the beginning of recorded selling history. From using a prospect’s first name over and over throughout your conversation with them, to using your charisma and charm to create a relationship so they’ll buy from you, to acting interested. A recent Google search yielded hundreds of sites offering anywhere from 10 to 75 tips per site.
They Often Make Sense
How do you determine whether a sales tip or new idea will actually work? Often, the effectiveness of the latest “killer tactic” is based upon folklore, or a singular success story. The most popular ones make perfect sense, because they are very logical – at a superficial level.
The Reality, Part 1
It is when you actually try to apply these ideas that problems occur. They don’t work as they are supposed to. For example, you encounter unexpected sales resistance, and you think you just didn’t do it right.
The Reality, Part 2
It isn’t you…it’s the technique. Techniques that are based on persuasion, whether overt or covert, no matter how sophisticated, actually prevent more sales than they generate.
Learn to sell using the opposite of persuasion. Focus on what people want and don’t try to change that. It’s not about technique; it’s about intention.
If you want to learn more about this, read Chapter One of the book High Probability Selling.