Spending half the day at car dealers test driving cars on the weekend was a good reminder on the difference between a good salesman and what people think a salesman does.
The first car salesman was almost totally silent and relaxed.
No push, no sales patter, no annoying questions about what job you have to try and work out how little discount he could give.
Yet, he did everything at the right time. Without question or fuss he took us out in whatever car we wanted and let us go where we wanted. When we got back he quietly asked if we wanted to know what was available in stock and a price comparison between the new model and old.
Simply put he realised the old maxim that the customer sells themselves. All he can do is provide any extra information and then ask the right questions at the right time. No ticking clock “take the deal, it’s a once only offer” routine. He made it easy to buy.
Listen to your potential customers. Are they seeking you out? What kinds of questions are they asking? What can you do to make it easy to buy? Do you have standard contracts? Do you have reasonable explanatory material? Do you have clear options spelled out and priced? Does your website provide enough information for them to make a clear buy decision and distinguish you from your competitors?
So stop selling and make sure you get out of the way when a customer is trying to buy.
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