This shouldn’t come as a surprise. Think about the last time you made a purchase. Was it because you responded to an unsolicited sales call about a product or service you’d never even heard of before? Or did you go looking for something to meet a current need or want you had?
People love to buy—as long as it’s on their terms.
So if, as Jeffrey H. Gitomer says, “people don’t like to be sold, but they love to buy,” the question many businesses struggle with is how to get buyers interested in their product/service if you don’t sell to them?
To clarify, Gitomer is not suggesting that you don’t actually sell; he’s talking about how you sell.
Focus on how your customer buys and the motives behind why they buy. If you understand your buyer’s needs and can speak to the value your product/service provides in meeting those needs, you can stop “selling” your bells and whistles, and instead you can motivate them towards a purchase on their terms.
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