One of the fundamental fallacies that I’ve observed in selling is the idea that information is the key reason people buy from us. I have watched the sales people, sales engineers, techies, and executives I coach share with their prospects how great their technology/process/approach is, how superior their features and benefits are, how the speeds and feeds are this and that, and continue with a litany of details about the product or service in question. It is as if they believe the information has some magic ability to cause the prospect to buy. It isn’t so!!!
In a prospect’s eyes all competitive products or services fundamentally look and sound the same to them. Sure, there are small distinctions here and there, but they wouldn’t have invited all of your competitors to the party with you if they didn’t believe those companies had a fundamentally similar ability to solve their problem. Let’s pretend you went to work for your #1 competitor – how much would your pitch really change? The problem with information is that the distinctions between one good product and another are typically too subtle for the prospect to really discern or to understand why it matters. Throw in a reasonable amount of cynicism and doubt in the prospect’s mind, and we basically all look the same.
I believe the key reason people buy from us is the conversation we have with them. A conversation which is characterized by rapport, strong listening, understanding, empathy, curiosity, inclusion, honesty, integrity, attentiveness and ultimately a sincere desire to help them. It is through this very human connection that people make a decision about the information that we share with them. In their minds, they ask “Is it true? Do I believe it? Do I trust them? Do I think it will solve my problem? If it doesn’t solve the problem right away, will they still be here to help me? Do I want to work with them?”
Sales, Influence and Persuasion happens in a conversation, not an information exchange. Prospects will drive an adequate information gathering process to get the information they need. Are we driving a conversation that is conducive to us getting the nod for their business?
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