Prospects don’t want to be sold. They want to buy. We all feel the pressure when a sales person approaches us. We want to avoid him because we know that he is going to put the “sales pitch” on us. Sure, we are looking to possibly make a purchase, but we don’t want someone selling us. The fact that we don’t want to be “sold” in a consumer situation is the very reason our prospects don’t want to be sold.

Instead of telling the prospect all there is to know about our products and services, ask properly worded questions that will cause the prospect to reveal to us the very thing that we would have told them. When prospects hear themselves making a statement, it is far more believable than if a sales person said it. In essence, the prospects will sell themselves.

Another powerful reason for talking less and asking more, is the creation of a dialogue. Most sales people generate a one-way line of communication, telling versus listening. Questioning gives the prospect an opportunity to share their point of view and to tell the sales person the advantages of a particular feature instead of the sales person selling the benefit.

Practice these two powerful principles and watch your sale grow: “People don’t want to be sold, they want to buy”, and “telling isn’t selling”.

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Copyright: The Business Performance Group, Inc.
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