When was the last time you thought about selling less? Most people in sales don’t think about how to reduce their sales, they think about how to increase them, to the point that they may become obsessed with finding more clients and customers. Why is this mentality harmful? Largely because it can lead to those customers and clients losing faith in you. If all you’re ever trying to do is sell them more, more, more, they’re eventually going to look for a business that doesn’t pester them with offers for just any old product.
Learn to Be Picky
In this All Business article, the author talks about high value sales people, the people whose businesses sustain them through hard times, as well as the good times. How do they achieve this kind of stability? They only sell their best products to customers who really want them. Yes, that sometimes means selling a more expensive product, but it also means providing customers with more value. Instead of just trying to sell more, they are picky about what they sell, making the right sales (“right sales” being the right products to the right people) instead of just more sales.
Reduce Your Offerings
Are there products in your lineup that don’t sell well? It’s much easier for a potential customer to choose between three products than ten products, even if there are really only three valuable products within those ten. Don’t give your customers too many choices. This makes choosing take far too long, and instead of sticking around to decide, they might become distracted and find something else they’d rather buy—or if not rather buy, is at least easier to decide to purchase. Don’t make the decision to purchase so difficult that it’s easier to just not decide.
Show, Don’t Tell
Talk less and less. Only impressionable people are going to be hurried into purchasing by being talked at by a salesperson. The high value customers don’t want to be talked at. They want to be shown why the best product or service is right for their needs. For example, how many of you have seen people crowded around a BlendTec Blender demonstration at Costco or Sam’s Club only to walk out with the coolest blender in the world—a blender that can blend an iPhone.
This mistake of telling and not showing is a common mistake that car salesmen and drug reps alike make—just talking too much and with the wrong tone, and people can’t really get a good grasp of what they are buying. People do not like to feel they are being pushed into a purchase. Instead, learn to invite customers to purchase and demonstrate how your product will solve a pain point for them.