Everyday, I see companies and salespeople in constant “convince mode.” Why should you buy from us? How are we better than our competition? How are we different?
Every time, I see these claims, these “we are better” value propositions, I think to myself, “why do salespeople and selling organizations make things so much more difficult than they need to be.”
Think about this for a moment. If you had 10 ideal prospects (as defined by you) and all 10 of these prospects made the right decision (as defined by you), the right way (as defined by you), how many of them would buy from you? Take a moment and answer the question. No, it’s not a trick question.
The right answer is:
That’s right, all of them.
The moral of the story:
- Stop trying to convince people to buy from you, and instead
- Teach them how to make the right decision,
- The right way.
When you take these three actions, you’re no longer working against your buyer, but with them. Believe it or not, sales happen much faster this way.