They used to come knocking on the door and we’re called a traveling salesman. Most often, they were men while the women stayed home with thee children. Then the sales industry picked up on new technology called the telephone and became a nuisance at dinner time. More recently, with social media where most people spend much of the day, sales has taken over the social media platform. I may have missed a few steps in between, but this is just the main idea.
Now, there has always been a “salesy” language and ways to cold call or hard close and whatnot. But do those even work these days? I think many of us prefer to buy from people we trust. Usually, the people we trust are those who are learning more about us and using what hey learn to focus conversations. It’s all about really listening!
In the book “Don’t Sell Me, Tell Me”, Greg Koorhan shares how people in the sales industry don’t want a lecture. Don’t tell me what your product or service does and it’s benefits. He says to ask questions, learn more about me, and use those answers to better direct the conversation. Basically, if someone says they are looking for a desk that has all these functions to be better organized, don’t sell him a table that does none of what he’s looking for!
Asking questions is quite important and active listening. So many people out there are so busy thinking about what they’ll say next that they don’t even hear what is being said. Stop being preoccupied during conversations! How can you build any trust with anyone who really isn’t listening?
Koorhan suggests that in the sales industry, after learning more about the buyer, there should be story telling. See stories should be relatable to the buyers needs and wants. Real examples are always great! The author goes on to describe how to build your stories and use it to your advantage in telling, not selling!
I enjoyed this book as I am in direct sales myself. This book confirmed much of the training I’ve received from my leaders and has provided me with more concrete process to get the story developed. If I learned anything in the past year, it is that connecting with others often comes with story telling. When you create emotions in someone’s heart, they tend to remember you and the emotion that was created within their heart.
Provided complimentary for an honest review through Reading Deals, I am thankful for the opportunity to not only read this book, but also to build myself better stories. For anyone who is trying to connect with anyone, sell anything, this is an amazing book to read.