CUSTOMERS ARE NOT SALES RESISTANT; THEY ARE ACTUALLY SALES PEOPLE RESISTANT.

In our programme "How To Be A Winner, Not A Whiner" in Melaka, Ipoh and Petaling Jaya, many participants complained of the fact that their product is slightly more expensive than their competitors. And they found it difficult to be competitive.

I advocated two things to facilitate the process of selling - the establishment of a solid and mutually respectful relationship, and to add value to their service.

With all due respect to the sales professionals who attended the programme, I am of the view that CUSTOMERS ARE NOT SALES RESISTANT; THEY ARE ACTUALLY SALES PEOPLE RESISTANT. 

This view is supported recently by a sales expert, Mr. Geoffrey James, who discovered the order of how most customers make a buying decision, when they are contacted by the sales professional:

• #1: Do I want to do business with this particular sales professional?
• #2: Do I want to do business with the firm this sales professional represents?
• #3: Do I want and need the product this sales professional is offering?
• #4: Does the value and price of this product meet my expectations?
• #5: Is this the right time to make a decision to buy this product?

Sales happen quickly when these decisions are made in the correct order and sales are delayed when a sales rep allows the decisions to be made in the wrong order. So your job is to address those decision-making points — in that order. 


Then, you'll have nothing to whine about!