We have all found ourselves in the situation where someone is trying to sell us something, and we know how annoying their insistence can be if we do not want to purchase their product.
We might feel “manipulated” or deceived by salespeople into buying something with dubious functionality and a lack of perceived value.
It is our very human nature that makes us unappreciative of this type of approach, even if the seller himself has the solution that could solve our problem.
The key concept of selling is nothing more than a simple and powerful truth, but is capable of revolutionizing the way the the whole sales process is conceived: sell as if you were selling to yourself.
As sales managers we should regularly teach and remind our team of this key concept, allowing them to understand how it fits within each sales funnel.
Based on this concept, David Premier, one of the leading sales experts in the world, wrote a book, “Sell as You Buy” (2020, 245 pag, Roi Edizioni), with the aim of fully explaining this theme, defining strategies using an empathic approach, supported by scientific explanations.
According to the author, it is very effective to stimulate consumer purchase through the deeper identification of needs and requirements, and then guide them towards the best solution, through informative and constructive language.
Often, as buyers, we are not aware of the paths and mechanisms through which we make purchasing decisions: we are not always sure of what we want or need.
In this book, Premier explains how to understand the customer, identify their needs and direct them towards the best solution, all while avoiding the behaviors that make us appear unpleasant in the eyes of consumers.
The secret, according to the author, is to try to use our own emotions and perceptions within commercial initiatives.
Specifically, Premier focuses on the description of the product, on the form of communication and, above all, on the issue of managing objections, identifying 10 types of responses, summarized below.
“Sell as you buy” conveys more than putting yourself in the customer’s shoes. It’s about learning how to ask questions, how to listen, how to tell a compelling brand story, and how to speak to customers in a human way where there is truly a connection. In short: sell as you buy.