The greatest challenge facing salespeople today is how to overcome consumer’s preconceived belief that salespeople only want to sell them something, 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.

It’s also accurate…If you’re a salesperson, don’t get upset, I know you’re different or at least think you are. Ask yourself one question…What’s your intention when you go to work, greet a possible buyer and when you’re making a presentation?

If you want to overcome consumers existing beliefs and increase sales, you’ll need to engage people with new intentions. You’ll need to truly intend to help, serve and do what’s best for them and not attempt to sell or persuade them to buy.  Changing your intentions will begin to create trust, open communication and allow you to use your skills…But you can’t fake this, it has to be real!

Currently, this preconceived belief, stifles quality communication, productive relationships and damages the buying experience. Consumers (buyers) don’t feel comfortable opening up and sharing with salespeople so it becomes nearly impossible to help them.

Unfortunately most companies 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.

How many sales leaders and sales trainers 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” practiced with the intention to make a sale that created the consumers preconceived beliefs and broke the relationship that exists today.

People feel what we feel and believe us, only if they believe we care about them and believe ourselves.  To be present in a conversation, become a better listener and add value to the buying process, first stop trying to sell or convince people of your reasons to buy and start paying attention to their reasons. Start your day and each sales engagement with the intention to help, serve and do what’s best for people. You can do this to everyone you talk with, feel successful and energized which we know increases sales. The decision to serve, to care about the consumer makes a salesperson someone consumers will want to talk with. These new intentions will activate your listening skills and the consumers comfort level in sharing with you.

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 salesperson to effectively change the conversation and relationship with consumers or buyers.

This shift in intentions will help you slow down and focus on making  customers, not just sales. It will help you focus on the buyers ownership experience, not buying experience and it will make the buying and ownership experience more satisfying.

By Mike Moore

  1. living4bliss says:

    You are so right about intentions, Mike. If you simply listen to the customer and provide them with what they need, they will thank you for taking their money.

    The big problem is that we are impatient. Relationships take time. It takes time and effort to build trust.

    Thanks for your great insight. I am a believer.

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