It’s not about “selling”, it’s about repeatedly and deliberately creating the circumstances in which people actively want to buy what you’re offering.
Which starts by developing an acute insight into how and why people buy stuff. And then using that knowledge to enable them to buy more stuff. (But not, you’ll notice, to “sell” them more!)
For illustration, look at what typically happens when our friends or a colleague or neighbour gets back from holiday. Or when we do. At every opportunity they (or we) will tell anyone who’ll listen how great the holiday was, how the sun shone and the temperatures soared (just look at the tan!)… how smart the hotel was and how fabulous the beach was… and, given the slightest encouragement, out will come the holiday snaps!
We want people to be impressed, to admire the wisdom of our choice, and by the time we’ve finished describing our holiday experience, we’d be a bit disappointed if some people didn’t want to book the same holiday on our recommendation. We have created the circumstances in which they actively want to “buy” what we weren’t actively trying to sell.
It’s the same when we buy a new car or remodel the kitchen or discover a good restaurant or just a go and see the latest blockbuster movie – we are willing to act as unpaid advocates, ambassadors, promoters, backers, activists, campaigners, envoys, spokespersons, devotees or sponsors – “salespeople” – for things that we enjoy, that impress or surprise or excite us.
Which means that just about everyone can be a natural salesperson.
We don‘t need teaching or training nor years in a selling role to be good at persuading people to want what we’ve got. When we train, teach or tell people “how to sell”, we often train this natural ability out of them.
If we are all naturally capable of repeatedly creating the circumstances in which people actively want what we’re offering, why do so many businesses spend so much time, effort, energy and money in recruiting, training and teaching people to “sell”?
Maybe more salespeople would enjoy more success if they were to stop trying so hard to “sell” to people and allow them instead to buy more by repeatedly and deliberately creating the circumstances in which people actively want to buy what they’re offering.
Surely, if we can do it for a fortnight in the sun, we have a duty – a responsibility – to ourselves, our family and our employer to do it for our products and services?
Fazal Hussain, Community Building/Social Media at Nanosoft Technologies, Pakistan: I have seen pushy sales people to be more successful. Many good sales people who believe in serving to customer and in providing them with real value normally end getting short of their targets or hardly achieving them but they do not compromise on company’s reputation.
Mercy Carl, blogger: Good afternoon Philip, This is a top level overview; you would take this into greater detail and ask the following questions:
1. Products/Services: Integrated toolset for SEO, blogging, social media, website, email and lead intelligence tools.
2. Prices/Fees: Subscription-based monthly, Software-As-Service model based on number of contacts in database and number of users of the service.
3. Place/Access: Online! Network of Partners, Country User Groups.
4. Promotion: Directors speak at events, webinars, useful guides that are amplified by SEO and effective with SEO. PPC Social media advertising, e.g. LinkedIn.
5. Physical Evidence: Consistent branding across communications.
6. Processes: More sales staff are now involved in conversion.
7: People: Investment in online services.
8. Partners: Hubspot looks to form partnerships with major media companies such as Facebook and Google plus local partners including Smart Insights who it is collaborating with on research in Europe.