If You Want to Grow, You Need to Stop Selling

If You Want to Grow, You Need to Stop Selling

In the Business to Business setting, the traditional art of selling is dying. The old techniques are no longer effective. Yet, most continue down this path, presenting limited offers, specials and hot deals. The fact is, people don’t want to be sold. Information is at our finger tips. When a purchase decision needs to be made, we seek knowledge, we pull from those we deem as credible experts. A push strategy is a flawed strategy. A push strategy is a flawed strategy. So does this mean a company needs to just wait until the prospective customer’s purchasing need arises [...]

A push strategy is a flawed strategy.

So does this mean a company needs to just wait until the prospective customer’s purchasing need arises and hope that, as they seek out information, they find you? Of course not! What is does mean is that your approach to “selling” needs to change. The traditional method has to do with persuasion, trying to convince others of the value of your offer. Persuasive selling is passé.

There is a fundamental axiom that people want to be heard, valued, cared for and respected. That may not be something that the average business person finds easy to articulate, but that does not make it any less true. It is a basic human desire, and modern “selling” is about recognizing this truth. It requires a completely different methodology made up of the following 4 steps:

1. Question
2. Listen
3. Learn
4. Add Value