Don't sell, Teach
05 May 2010
Sales Tip 5th May 2010
Don't sell, teach
Time to read this section about 60 seconds, time well spent.
I once worked for a multi-million dollar Produce company, they are a very successful company, so I had the privilege of learning how they made their millions, and how they did and still do business. The owner had a saying, it was "create fear, and be the one to ease that fear" or as I understood it "create a problem, and be the solution". However this never sat well with me, as it just wasn't my style for doing business. I was seen a ‘too nice', and ‘too customer focused', in fact my nick-name there was ‘the retailers friend'. Despite this fact that I was the nice guy, I was extremely successful in the company and my region was the most successful the whole time I was with the company.
My philosophy for doing business was different, "don't sell, teach".
If I wanted to sell you a drill, I could say "here is a drill, it's a great deal", and immediately you will compare the product to other drills, at other retailers, compare prices, motor sizes etc. My job is to sell you this drill, no sale, I don't get paid. If you are looking for a drill, then I know you want to drill a hole...that's what you do with drills. So I will teach you to drill holes. Round holes, small holes, big holes, 2 holes at the same time, every kind of hole you want. I will become the expert you come to see when you want to drill a hole.
Once you are seen as the expert at drilling holes, your sale is so much easier, as we all trust experts. If the expert hole driller says that this drill will drill the exact holes that I want to drill, and it can do these other holes that I've just learnt how to drill, I'll take one.
Selling isn't about fear, it is about education. You don't sell cushions and coffee tables, you educate your customers how to change the style of their home. You don't sell vitamins and medicines, you educate your customers how to take care of their wellbeing and health.
As soon as you are the expert in your field, the sales part of your job becomes much easier.
What are you an expert in?
What can you teach your customers that will have them coming back to you for advice?
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