HOW MANY WAYS
ARE THERE TO SELL?
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
People make things too complicated. We frequently figure “it can’t be that easy” and then go and make things so complex that heads start to spin. And, of course Sellers are as guilty – perhaps more so – than most groups. I see it at every Sales Training I do. Too much thinking can only get us in trouble and I want us to simply “stop it!”
Ask a group of Sellers how many ways are there to sell. Answers are all over the place with most folks answering “hundreds, thousands, too many to count,” and ending up at “infinity.”
Quite a gap, indeed. The reality is that we rarely think in these terms
Most Sellers think that because there are an infinite number of Buyers there must be an infinite number of ways to sell to them. This belief is supported and perpetuated by traditional Sales Training which focuses on the Buyer, their thinking and what they might do. This methodology pushes the Seller to “step into the Buyer’s mind” during the sales process. In other words, “what would we do in the Buyer’s position?” Unfortunately, this mind-set asks the Sellers to project – or worse, to guess – what’s going on.
Those who say there’s only one (1) way figure it’s trick question. But it’s not. There may be an infinite number of Buyers but there is only one (1) way to Sell. That way is to determine the Buyer’s Needem and then marry it to our Gottem. Furthermore, I want us to stop trying to sell. Sales is a race to need. We should be more concerned with the Buyer in front of us and what they want. If asked properly, they’ll tell us exactly what motivates them and what they need. No guessing required.
Stop thinking and start asking. It’s the simplest rule in the book!
What do you think?
Good Selling to you!
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