We’ve complicated sales to the point where we sometimes no longer recognize it.
We’ve turned what once began as a simple conversation into a system full of catchphrases, techniques, scripts, presentations, and grand rhetoric. It’s as if the customer is no longer a person with a need, but a task to be conquered.
Yet the essence is much simpler. Someone has a problem. You have a possible solution. In between lie conversation, trust, and the ability to explain the value of what you’re offering. Techniques can help, but they can’t replace understanding the need.
A sale doesn’t always fall through because the product is bad. Both price and product influence the decision. It’s also worth checking whether we’ve listened to the customer, clearly explained the offer, and stood behind what we say.
The customer isn’t looking for a sales pitch. They don’t want someone to show off how much they know. They don’t want to be impressed by jargon they don’t use in their daily lives.
They want things to become clearer. What they’re getting. What they’re not getting. How much it costs. How much it’s worth. Why right now. And why from you, specifically. This is where you see the difference between a salesperson and someone who’s just trying to push something on you.
A good salesperson doesn’t wear the customer out trying to look competent. They shorten the path to a decision. They don’t apply pressure where trust is needed. They don’t say more than necessary. They don’t hide a product’s weaknesses behind flowery language.
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