ALWAYS THINK LIKE A SELLER
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
When Selling, how often do we not do something because we think if we were a Buyer we wouldn’t want it to happen to us? For example, the simple act of asking a receptionist for a decision-maker’s cell phone number? Or, actually calling that person on their cell phone? This is what I call “thinking like a Buyer.”
Thinking this way can prevent us from doing what we have to do to make us a successful Seller. It’s like going to the Dentist with a sore tooth. When the Dentist begins poking around, we yell “stop.” And, when that happens, nothing gets fixed. We prevent the good Doc from doing what needs doing.
There are a number of things that are uncomfortable about Selling. Making cold-calls probably heads that list. In addition, many Sellers also feel uncomfortable asking for referrals, saying they “haven’t yet earned the right” to ask. Let the person being asked make that decision. Buyers will take care of themselves. We cannot be both the Seller and the Buyer – we need to think like a Seller, because we are!
What do you think?
Good Selling!
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