Selling, as most salespeople have learned it, is based on using tactics, following a process or steps such as critical path, relationship selling or ‘say this’ when buyers ‘say that’, doesn’t work effectively because it leaves the buyer’s participation out of the equation.

This traditional selling process led by the intention to make a sale ends up damaging the relationship between consumers or buyers and sellers. In fact it creates what phycologist call retractance in consumers or buyers. It makes them shut down, pull back and avoid those trying to convince them to buy their product or service.

Most sales processes are models of what top salespeople do but what they do happens because they have already figured out they must help, serve and do what’s best for the buyer to help them own what’s best for them, not sell them, truly help people. The the missing link in traditional sales processes and training is the salesperson’s intention when they engage buyers. Intention is the greatest tool a salesperson has and it communicates so loudly the consumer or buyer doesn’t even hear most of what the salesperson says until they feel their intentions are to help them.

A salesperson’s intentions communicate with consumers or buyers and moves them to trust the salesperson to a point that they’ll open up, share or participate in the process so the salesperson can help them.

Consumers or Buyers want help but don’t believe they get it from salespeople today because their dominant intention is to make a sale. Companies and sales managers sabotage their salespeople by making the intention to sell the dominant intention. Ultimately everyone loses!

Traditional management has measured the wrong things and they have generated an intention in salespeople that’s created behavior that’s damaged the consumer or buyer’s trust in salespeople.

Consumers or buyer aren’t wrong either, salespeople will tell anyone who asks, that their main intention each day and each presentation (instead of engagement) is to make a sale. After they make a sale, their intention is to make another sale, so they move on instead of staying engaged with the buyer to make them a customer.

Top salespeople figure out that selling is a service and a customers is more valubale than a sale. That makes the greatest commnication tool and selling tool a salesperson intention!

By Mike Moore

  1. Lance Sonka says:

    Great post Mike. Keep up the good work!

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