Try not selling – I know that probably got your attention!
Instead of selling, think about how you can help the person you are talking with – your customer – solve a real business issue. If you can do this, you will take an important first step towards bringing value, because you recognize who is helping who. You are helping the customer, not the other way around! You must show how your products and services help the customer if the customer is to help you by placing an order.
Simply looking at your products and services may not fire up the customer enough to place an order. Your brochure and slide deck, while good, probably won’t do this either. It is you that brings the magic to the show.
Sellers that focus on the big picture have the greatest chance to be viewed in a different light. By focusing on learning (from and about the customer) and not selling, the Seller can demonstrate to the Customer knowledge of the business issues that are top of mind to the Customer. By Taking this approach, a different kind of relationship can emerge – one where the Customer will call on the Seller to act as that rarest of all Seller- the Trusted Business Advisor.
How Buyer/Seller relationship evolves is rarely either ideal or perfect. It involves the Seller asking questions on the fly – taking the information they hear and using the information to craft execution possibilities for the Customer.
So try not selling anything on your next sales call. That doesn’t mean being indifferent to helping the customer, but instead be genuinely unconcerned about making the sale during this sales call. Spend the time talking with the customer, understanding their business needs, and establishing your credentials as a sales professional.