Tip of the Day: It’s not about selling, it’s about buying
If you think sales is about selling, you’ve missed the point.
Typically, when people are taught how to sell, what basically happens is that the person doing the buying is walked down a pathway that conforms to the sellers model of selling. Think about wandering through Ikea as an example. In Ikea, they tell you where to go, choose what you will see and when you will see it. Ikea didn’t randomly design their business this way – they know how the brain works, how people think about their homes, what they”ll do next. They even position their food markets in the place you’ll be just as you’re feeling peckish. In product sales, this concept works because in a product business, one item can complement another and this can be physically seen, woven into a story for the purchaser. Seeing all the pretty things together on a shelf is tangible, and you can walk out with your goodies. It’s instant gratification.
By contrast, in services, the sales techniques are rooted firmly from the perspective of the salesperson, not the buyer. In this scenario, you’re constantly pitching a solution which doesn’t yet exist, and often an arbitrary, often flimsy, decision is made on how to present this solution. The trouble with this is that it’s not congruent with how the brain makes buying decisions.
Selling isn’t about selling, it’s about buying. Think about your buyer and not just what they buy, but how they buy. What order do their concerns crop up? What do they want to see first? What do they want to hear? What does their mental picture look like as they piece together their buying decision? The job of your pitch is to lead your buyer on an emotional continuum concluding in their decision to trust your solution completely. Taking the time to see what this looks like in their head will pay dividends. Understand the decision making process of your buyer first, then reverse engineer your pitch to fit around that.