Selling for Non-Sales People (and Everyone Else)

I recently fielded an interesting question over on Linked-In “Selling for Non-Sales People: What issues do you face?”

That’s a question that anyone who is in business should think hard about from time to time. Understanding what your customers want and why they buy is the key to making your business more successful – whether you’re selling software to the Fortune 500, life insurance to the family down the street, building CNC milling machines, or offering your own handicrafts on E-Bay.

Regardless of what you’re selling, think of selling as a process, not a single event. It’s all about investing your time and energy to understand your customer – to see her problems, needs and hopes through her eyes – and about designing and presenting your offering in a way that makes her life better.

Especially if you’re selling a complex, expensive product/service, success takes a significant investment in your time. Here, the selling task is mostly about teaching your customer to see and appreciate how your offering will make her life better. To do that you need to intimately understand your customer’s problem from HER perspective.

Even if your product or service is so inexpensive that you can’t afford to invest your time in each and every individual customer, the principle still applies – KNOW YOUR CUSTOMER. For mass market items, segmentation is vital – What are the characteristics of the groups of people most likely to buy from you? What are their hot buttons? How best to get your message to them, in terms they’ll be most likely to respond to?

Whether you’re selling, investing the time to learn about what makes your customer tick – and connecting her concerns and aspirations to the solution you offer – is the road to success.

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One Response to “Selling for Non-Sales People (and Everyone Else)”

  1. This advice is absolutely “spot on” as our team in the UK would say. There is no substitute for knowing your customer and then presenting information in their terms with a specific indication of how your products and services will make their life better.

    Great advice, concisely delivered.

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