North American sellers honour and welcome a person’s ‘need-to-buy’. However buyers treat, with disdain, those who demonstrate ‘need-to-sell’. Is it any wonder we reject salespeople so readily? Their is a more ‘principled’ way to sell.

Salespeople who need-to-sell (that is, most salespeople) make us feel uncomfortable, frustrated, impatient and even angry, often triggering our fight or flight responses. Yet North American businesses send their salespeople out into the marketplace handicapped by need-to-sell every day. What creates need-to-sell? Fear, indulgence and desperation.

  • Fear of not meeting sales quotas; fear of job-loss; fear of rejection.
  • Indulgence: visualizing prospective buyers as commissions and revenue.
  • Desperation: the end of the day is looming and not a sale made.

North American business owners do their salespeople, prospective clients, their companies and shareholders a disservice by perpetuating the old selling axioms that create fear, indulgence and desperation.

SELLING should be an impartial introduction of options and advice.

SELLING, done properly, should be an impartial qualification/disqualification process. A prospective client either needs to buy or does not. Companies either have what prospects/clients need or they do not.

SELLING should ‘impartially’ (there is that word again) help prospects make timely and informed buying decisions.

SELLING should operate in an environment free of fear, indulgence and desperation.

SELL impartially and your salespeople will sell much more, in a fraction of the time and at a fraction of your current selling costs.