The truth is irrelevant in sales. So are the facts. For the most part, all of the “information” we’d be inclined to focus upon conveying is pretty much irrelevant. Why? Because from the perspective of the buyer, all of our (the vendors’) so called truths, facts and info sound fundamentally the same. Even when we DO achieve some strategic or tactical advantage over our competitors, it only lasts a short time before their marketing department and their smart sales people figure out how to counter our claims. And the buyer is left wondering “Who’s really telling the truth?”
When does a buyer get to find out if all your claims, your “truths”, your “facts” are really true? After the sale is consummated. When it’s too late.
Buyer’s don’t buy based upon truth. Or upon facts. Or upon information. They all know that the information has been massaged to make you look as good as possible. Buyers buy based upon a perception. A perception of truth. A perception of integrity. A perception of a real relationship/partnership. A perception that your company has their best interest in mind. A perception that you have a solid understanding of their problem and a perception that you have a real solution that will help. And that you believe in it. It is through this perception that any information we share gets filtered. If sales were made based upon truths and facts, wouldn’t the best product always win the business? And is this the case? Of course not.
The big question: Where do buyers get their perceptions? The easy answer: From EVERY person that interfaces with them from your company. And from every person whom they talk to that has interfaced with ANYONE from your company.
Think on this: If a buyer gets equal time with a salesperson and a key technical resource or a key manager employed by your company, which of those two people will have a greater bearing upon that buyer’s perceptions about your company? Hmmmmm….
So, which one of those people might we want to develop and train in the art of interaction, persuasion, influence and “selling”… just to be sure we’re creating the right perceptions?
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