The greatest challenge facing businesses and salespeople today is how to overcome consumer’s preconceived belief that salespeople only want to sell themsomething, do not care about them and after they sell them, only care about their next sale. This belief is causing consumers to avoid engaging salespeople.

If we want to increase sales we need to engage people, help them and not just attempt to sell them.  To do this we must change our intentions to create trust and open communication.  People feel what we feel and believe us, only if they believe we believe ourselves.  If salespeople are to become present, be better listeners and add value to the buying process, they must first stop trying to sell. They need to start with the intention to serve. The decision to serve, to care about the consumer makes a salesperson someone consumers will want to talk with and creates the intentions change that activates the salesperson’s listening skills.

Currently, this preconceived belief, stifles quality communication, productive relationships and damages the buying experience because they don’t want to open up to engage salespeople.  Unfortunately most companies do send their salespeople out each day with the primary goal of making sales and armed with this intention salespeople reinforce the consumer’s belief because they can’t hide their intentions. Since most communication is non-verbal our intentions speak louder than our words.

People will open up to a salesperson or any person if they believe they care about them.  This isn’t a skill set to be practiced; it is an intentions change and shift in thinking that must take place as a core belief of a business and salesperson to effectively change the relationship with customers.  This intentions change will make the buying and ownership experience not only satisfying but mutually rewarding, increase sales and lower cost of sales to increase profits.

How many sales leaders are really willing to do something different?  I am concerned that businesses and sales leaders will continue to try to do what they’ve always done and expect things to get better.  The evidence of this is seen in executives, sales management, salespeople and sales trainers willingness to go, “back to basics” when it comes to sales training, even though it is those “basics” that created the broken relationship we have with consumers today.

By Mike Moore

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