The change has occurred because of the ‘sameness syndrome’.  Increasing competition and globalisation has provided an amazing range of choices for potential buyers in most situations.  They can pretty much get the product or service with the features and benefits they’re after, from a range of suppliers, and all for about the same price.

When a potential buyer is confronted by choice, unfortunately, if they are also being ‘served’ by a ‘passive-reactive’ sales or service person, usually, the only focus for the buyer will be on the price of the product.

When people want or need to buy something that is of importance to them, what is required is a sales or service person who will confidently advise and recommend the most appropriate product, service or solution…..of course the final decision is always with the client, however, customers need better advice than they are currently receiving in many of their purchase situations.

It’s not the principles of selling that need to change…..it’s the underlying philosophy.

The principles of successful selling arguably haven’t changed.  Sales and service people are still required to build rapport, ask questions, show value, identify obstacles, confirm and close sales and stay in touch to create advocacy, repeat and referral business.

What needs to change is the underlying philosophy that each sales and service person has about the value of their expert advice in helping potential and existing customers make comfortable and confident buying decisions.

Soft sell approaches are currently the cause of underperforming sales and service people across a range of industries, and in the current economic climate, and even when boom times return, sales and service people need to reframe their thinking about what it is they’re really selling and what it is that people are really buying.

When buyers have choice they require expert advice….not just a conversation!

Your Call To Action:

If you’re considering doing sales and service training or have a conference coming up, or to learn more about the value of your sales and service people becoming members of SalesCoachCentral.com please call +61 2 9529 6201 and ask to speak with David or visit SalesCoachCentral