Selling Vs Facilitating

Selling Vs Facilitating

The more you focus on making a sale, the less likely the customer is to buy. Selling has existed for ages, and each of us sells something. In the pre-internet era, salespeople were the primary information source, making customers dependent on them. However, today, AI can provide the information customers seek, reducing the salesperson's necessity. That said, if sales as a career were to end, it would have significant implications.

So, what is the role of a salesperson in this modern era? Beyond making sales, various activities facilitate the buying process, which salespeople should focus on.

As customers are inundated with information and choices, the salesperson's role is to help them process this information and filter their options. This can only be achieved if the salesperson is focused on serving rather than just selling.

Many people often contact or approach customers, leading them to feel that the time spent buying a product or service has increased. At this juncture, the salesperson should aim to save the customer's time by developing clear and concise communication skills.

Customers are also aware of sales targets; therefore, they do not appreciate when salespeople push their numbers. Instead, salespeople should assist customers in making their purchases and ensure they don't buy more than they need.

The modern approach to sales is not about selling but facilitating the buying process. Once we fully understand this, building relationships, gaining trust, occupying a place in the customer's minds, and winning their hearts becomes easier.

M.L. Narendra Kumar

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