The Sales Conversation
From telling to selling
Customers love to share their experiences, both the negative and the positive ones. As a customer, there’s nothing worse than having the impression that you’re not being taken seriously behind the desk, right?
In commercial pitches and prospection conversations, during distribution and customer care, many sales people indeed just push. They overload customers with information, details or choices. They just keep on chattering without listening to what customers are really asking for. But telling ain’t selling, as the saying goes.
The reasons why customers desire things are endless, but always personal, and often emotional and irrational. As a supplier, you want to get a little grip on the dynamics and motives that drive purchasing behavior so that, thinking of solutions, you can operate on solid, evidence-based ground. To gain trust and establish a sales click, it all comes down to lending your ear and figuring out the critical, unique issues that puzzle your buyer audience. Salespeople who show genuine interest in their customers are able to come up with perfectly fitting solutions and build customer relationships that last.