Apply The Right Kind of Pressure 

In my 30+ years in the sales industry, I’ve heard this saying many times among my peers:

“I’m not a high-pressure salesperson – I just want to help people.”

This declaration, while noble in intent, often masks a broader spectrum of sales approaches that merit exploration. It’s rare, if ever, to hear someone proudly claim, “I’m a very high-pressure salesperson – I just want to manipulate people into buying something they don’t really want.” This dichotomy of high-pressure versus low-pressure seems to oversimplify the complex art of sales. However, I believe we’re overlooking an essential category in this binary classification: the “no-pressure salespeople.” 

What’s Wrong With Low-Pressure? 

Many colleagues who identify as “low-pressure” salespeople exhibit a hesitancy to exert any form of pressure, acting more as information dispensers and courteous assistants than proactive sales drivers. This reluctance often stems from a deep-seated aversion to the concept of pressure, associated with coercion or unwelcome persuasion. Both sales professionals and customers tend to view the notion of pressure with a degree of skepticism, equating it to an unwanted push that could feel much more forceful from the recipient’s perspective. 

Applying The Right Kind Of Pressure 

Yet, there’s a straightforward solution to this dilemma, one that transcends the traditional sales categories: customer-centric pressure. This concept hinges on the idea that applying pressure, when done with the customer’s best interests at heart, isn’t manipulative but rather supportive. It’s about recognizing those moments when a customer could genuinely benefit from your guidance and expertise. 

Do What’s Best For The Customer 

Consider the dynamic with a close friend: if you believed an action was in their best interest, wouldn’t you encourage them? Similarly, if customers perceive you as a trusted advisor in their decision-making journey, your influence can be a positive force in their lives. This shift from avoidance to engagement—in a manner that prioritizes the customer’s welfare—marks the essence of customer-centric pressure. 

You’re Not Being Pushy 

Embracing this approach requires a paradigm shift. It’s about moving beyond the fear of being seen as pushy and recognizing that facilitating a decision that aligns with the customer’s needs and aspirations can be an act of profound service. This isn’t about manipulation; it’s about empowerment. It’s about guiding customers through their indecision and doubts to a resolution that enhances their lives. 

Know Your Customer’s Needs 

Adopting a customer-centric pressure mindset doesn’t mean abandoning empathy or sincerity; quite the opposite. It involves deepening our understanding of the customer’s needs, desires, and hesitations. It’s about being there as a supportive figure who can gently guide them towards a decision that they may be struggling to make on their own. This approach is not about selling at any cost but about enriching the customer’s experience and ensuring that they make choices that genuinely benefit them. 

Build Trust 

In essence, customer-centric pressure is about changing the narrative of sales from one of coercion to one of collaboration. It’s about building relationships based on trust, respect, and a mutual desire for the best outcome. As sales professionals, our role isn’t just to sell; it’s to serve as a beacon of guidance and support, helping customers navigate their choices in a way that leaves them better off. This is the heart of customer-centric sales: a commitment to changing lives for the better, one decision at a time. 

Be The Ally Your Customer Needs 

As we forge ahead in our sales careers, let’s embrace this philosophy. Let’s be the salespeople who not only aim to help but who also possess the courage to apply pressure—when it’s in the best interest of those we serve. This is not about high pressure or low pressure; it’s about right pressure. It’s about being the ally our customers need, guiding them towards decisions that illuminate their paths and enrich their lives. Let’s not just change how we sell; let’s change the impact we have on the world, one customer-centric interaction at a time.