by Jeff Shore
I regularly hear salespeople exclaim, “I’m not a high-pressure salesperson – I just want to help people.”
Conversely, I rarely hear a salesperson enthuse, “I’m a very high-pressure salesperson – I just want to manipulate people into buying something they don’t really want.”
Listening to salespeople talk, it sounds as if only two classifications exist: high-pressure and low-pressure.
But I contend that we are missing an entire group: “no-pressure salespeople”.
Many salespeople who call themselves “low-pressure” feel reluctant to apply any pressure whatsoever. They act as information providers and polite helpers, but they exert no pressure of any sort towards advancing the sale. It seems as if the very concept of “pressure” makes them feel uncomfortable.
Salespeople and customers alike perceive the word “pressure” negatively, and understandably so. Pressure can mean pushing, or at least nudging. And the fear is that a nudge from me seems like a shove to you.
But, there is a very simple answer to all of this and it comes in the form of a new category: customer-centric pressure.
Might I choose to apply pressure in the sales presentation? I might … when doing so would be in the best interest of my customer!
That is the difference between helping and manipulating: sometimes the customer desperately needs your positive influence.
If they view you as a trusted resource in the decision-making process, why not help them out? Would you not persuade your best friend to do something that was in his or her best interest? Of course you would.
Get over the idea that you should avoid encouraging your customer to do something that is clearly in their best interest.
Get into customer-centric pressure. Get into changing their world!