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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