Orthodox Sales People Undersell Themselves by Overselling
The non-selling posture relies on antioxidants that track down excessive "over selling" free radicals. In other words, it emphasizes understanding over being understood. It is a sales strategy that helps enhance open debate and discussion. It is selling that leads by example to humanize and personalize the sales engagement.
Without "personal touch," sales people are on the same plane as an Internet transaction, and we all know who ultimately wins out in that transaction. The idea is to create value in the buying process where customers cannot easily get it elsewhere. Most customers look at sales people at best as a necessary evil. The non-selling posture attempts to change that outlook.
The non-selling posture is about being part of the collective, instead of working on behalf of one's own self-interest. Like permission-based marketing, it is consensual selling. Let the customer decide early on whether they want to opt in, or opt out. Also, the sales person early on can likewise decide if they want to take on the prospect. This sale strategy is all about giving customers a wide berth; a lot of space. It encourages reciprocity, free thinking and independence on both parties.
As an unfiltered and uncensored sales strategy, it encourages both parties to speak their mind freely and openly. The non-selling posture sets one apart from the pack because it exudes an authority and confidence where all visible signs of striving, getting and self-interest goals have been tamed.
It truly diminishes the fear factor of selling and buying because it tends to be a pressure free environment. The goal is to have both parties operate in an expectation free zone. This "no obligation exploration" takes the pressure off sales people to push and takes the pressure off customers to push and pull.
Mainstream sales people are always selling with an undercurrent of fear because of the heavy burden of proof they carry in a sales call which is typified by animated superficial conversation, excitement, perfect timing and delivery, and having the customer like them. They sell out of fear because it is all about them, and it creates unrealistic expectations, resentment and lots of tension.
However, when you sell by taking everything in stride, the burden of proof often shifts squarely on the customer's shoulders to demonstrate to the sales person that they have a very viable need and desire to change. Mainstream sales people struggle with this because they fear that they will be reduced to being a spectator and an unremarkable participant. They want to aggressively get out in front and stoke and shape the customer's interest and motivation. What they do not realize is that pre-existing beliefs and circumstances that have already been shaped are the big drivers of change.
The non-selling posture is about selling with no protection, putting one's armor and weapons down and facing your customer "man-to-man "as it were. It is about casting off any delusions of self-importance. With patient resolve you help your customer better interpret their challenges and priorities, and at the same time not let letting your offering get the best of you, or define you. You rely on asking great questions that do not whip your customer into a fairy-tale conclusion. You can never really anticipate the answers to your questioning strategy because the answers are emotional, unexamined and very personal. That is really the reason why traditional sales people do not ask these types of questions. It just seems too risky and unpredictable.
When John Boehmer took over one of the most powerful jobs in Washington in 2011 he said his first order of business was to make himself less powerful. Not an easy task for a politician, or for that matter a sales person. The non-selling posture is about taking away the façade of power and the need to control it. Keep in mind when the customer is secure in their position they tend to share more valuable and sensitive information. And you get to the truth quicker. Sales people are reluctant to give up the reins in the sales call because they think it will undermine their authority and status. The funny thing is they did not possess it in the first place.