Taking a Fresh Look at SellingBy: Robert Middleton
Have I told you that when asked what the stereotypical salesperson sells, the most common answer is "used cars." We look at selling as the same thing as selling used cars! A wonderful image don't you think when we're out there trying to get new clients? That's what Tony is talking abut. We click into this inauthentic salesperson persona and try to start persuading people. Needless to say, it's a big turnoff. We come off as manipulative and sleazy.
Using persuasion in this context means using techniques before focusing on relationship. It means having your whole attention on getting the sale, not on how you can serve. It means listening only so you can get your prepared pitch in, not really hearing concerns.
Good, professional salespeople are very persuasive but they don't use these outmoded persuasion techniques. So how does one succeed in "being persuasive" instead of "using persuasion?" Good question. Here's a few ideas.
© Copyright 2000, Robert Middleton
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