Selling is Not a Problem to be Solved but a Mystery to be Explored
One of the refreshing benefits for customers who work with sales people who embrace the non-selling posture is it is so non-threatening to talk to someone who does not need something from them. Moreover, when sales people cede being in charge and are neutral, customers feel safely in control. When sales people are always right, or holding sway over customers, there has to be something wrong.
The non-selling posture relies on informed consent of customers. Informed consent is enhanced by allowing your customer a graceful way out. When you allow customers to easily get out at any time they do not feel a need to flex there muscles and exert their will.
Traditional sales people believe they carry a heavy burden of proof in establishing product superiority, so they always have their guns blazing. This is what causes mistrust and loss of credibility.
Progressive sales people who sell with the non-selling posture have only one burden of proof that they carry, which is helping customers identify, locate, assess, and diagnose challenges and their consequences. Because this has nothing to do with what they are selling per se, customers tend to give them more leeway.
The non-selling posture takes the position that the customer's situation is stable and not in need of change until proven otherwise. Talk about low pressure!
The non-selling posture demands that sales people see themselves as a very discriminating and exacting buyer. They are always asking themselves as to whether they really buy into the reasons customers want to change, do something different, or take action.
They ask themselves, if they were the customer, what would they personally do? As a seller when you are buying more than you are selling, you tend to be held to lighter standards of proof.
The more excited, hard charging, animated and enthusiastic you are and yes, subjective you are, the more at risk you will be to being "yes to death." This fixed point of view that sales people sell from closes so many more doors and opportunities than it opens to be trusted and to get to the customer's truth. More collateral damage is done with unrequited yesses than nos.
Mainstream sales people are not willing to put themselves in any vulnerable position to get to the truth because they are positive outcome addicted and not processed directed. The non-selling posture is open to all outcomes; positive or negative. It carries no sense of entitlement. It is a very respectful engagement style because it takes nothing and no one for granted.
Selling is not a problem to be solved, but a mystery to be explored and honored. Help customers help themselves. It is difficult to do that when you are selling. When we allow customers to exercise their power of choice, and to submit to their own inner authority, something ironic happens and the salesperson's authority soars in their eyes.