3 Scenarios in Which Your Customer Isn’t Your Customer

By Jeff Shore

I am going to propose three scenarios that are similar to ones you might come across fairly often in your sales career.

​​Scenario #1:

​You sell life insurance. You have a conversation with a friend in a social setting, and the talk turns to your friend’s insurance coverage.

​​He says to you, “I would switch our policy over to you and your company, but my wife picked our life insurance and she likes the agent we are using now.”

Scenario #2:

​You sell staffing services. You are talking to a potential client with whom you have a good relationship; lots of trust and a good connection. She says to you, “I like what you bring to the table, but it’s not my call. There are three other people at my company who would have to agree to switch providers.”

Scenario #3:

​You are selling homes. A prospective buyer says to you, “I like this home but I’m not sure my husband wants to move at all. I need to convince him that we should do this.”

In each of those three scenarios, your customer is not a customer. Your customer is a sales person.

Think about it. The job of that customer is to sell someone else on why they must buy your product or service.

You know what that makes you? A sales trainer.

That’s right – you are now a sales trainer. And you must train that prospect on how to sell to the absentee buyer.

Have fun with it. Be open with your customer. “Let’s do this. Let’s you and I come up with a message that you can share with ______. I want to make it easy for you to persuade them to do this.”

When you think about it, that is exactly what your customer needs from you.

Be a sales trainer. Make your customer a sales person. Change their world.

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About the Author: Jeff Shore

Jeff Shore
Jeff Shore is a highly sought-after sales expert, speaker, author and consultant whose innovative and real-world selling strategies help you to change your mindset and change your world. His latest book, "The Keys to Unstoppable Sales Success: 8 Mindsets of Elite High-Achievement Salespeople" is now available. Learn more at jeffshore.com and follow Jeff on Facebook and LinkedIn.