Why The Top 10% Of Salespeople Never Hard Sell

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Submitted by Simon Hazeldine on Mon, 11/06/2007 - 9:41am.

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Word Count: 320
Character Width: 60
Resource Box: Bare Knuckle Selling / Bare Knuckle
Negotiating

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"Why The Top 10% Of Salespeople Never Have To Hard Sell"

- by Simon Hazeldine (MSc FInstSMM)
The "Bare Knuckle" Salesman

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The elite of the selling profession never ever have to hard
sell. What is the big secret? The secret is that they
don't think of themselves as salespeople! They think of
themselves as knowledgeable experts and authorities in their
field. They consider themselves to be consultants. Their
job is to help people to get what they need.

A consultative approach means that your primary strategy is
to conduct analysis and investigation. Your approach is to
behave as though you are giving someone a very thorough
medical examination. It is only after you have conducted
the examination that you are able to use your expertise to
recommend an appropriate course of action.

Would you be comfortable if you went to see a doctor who
asked you no questions about your condition and within
moments of meeting you announced that you needed to take a
particular medicine? You would probably run a mile.

Compare and contrast this with the doctor who asks a series
of well structured questions and conducts a thorough
examination. It is only after this process has been
completed that you are prescribed the appropriate medicine.
You accept the diagnosis and the appropriate treatment with
confidence.

This consultative approach is exactly what takes people to
the very top of the selling profession. And the really
exciting news is that this approach is so much easier, and
requires a lot less effort than the hard sell approach.

People who have experienced this approach are only too keen
to recommend these consultative salespeople to their friend,
colleagues and contacts. This makes finding new customers
so much easier.

The process is to understand and then analyse the customer's
situation. Then you can make a considered proposal, and
move to close the sale. Adopt the behaviour of the top 10%
and you can join them at the very top. Make sure you
understand, analyse, propose and close. Then enjoy the
increase in your income!

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Simon Hazeldine is the author of the bestselling books
Bare Knuckle Selling (foreword by Joe Vitale) and
Bare Knuckle Negotiating (foreword by Duncan Banatyne)