Selling vs. Buying

Imagine entering a store to buy a TV, but having limited knowledge about what's available. A clerk asks: May I help you? Despite desperately needing help, the most common answer is: No, I'm just looking. Why do buyers respond this way?

• They distrust people who haven't demonstrated they are different from the negative stereotype of salespeople.
• They don't want their decisions influenced by sellers who may not have their best interests at heart.

As with air, water, food and shelter, humans have a desire for control. When buying, people are in control. They set a budget, decide what their needs are and take action to satisfy those needs. It feels good! Being sold means someone is attempting to convince, persuade, or influence your decision. Buyers often feel they are being manipulated or taken advantage of. Selling in these situations is perceived as something that is done to buyers, not for or with them. When being sold, buyers feel pressured.

Most buyers prefer buying versus being sold. I welcome your comments on two questions reflecting your experiences as a buyer or seller:

1. What behaviors reinforce the negative stereotype of salespeople?
2. What can be done to allow people to buy?

3 Responses to "Selling vs. Buying"

1. Tom Lacey Says:
   September 11th, 2007 at 8:45 am

   The typical sales person is often perceived as the brash, pushy used car salesman type. Someone who is just out to make a commission and isn't concerned about my requirements. He or she hasn't taken the time to determine what I actually need. I'll pay more for a quality product or service, but first I have to be establish a relationship with the seller based on trust and credibility.

   2." People buy from people they like" Old adage,but it still rings true today. Allow the customer time to articulate their " Nirvana". Budget aside, Mr. Customer what would the ideal solution look like? Use imagery "suppose you had a blank canvas, paint me your solution". Explain to the customer the value of your product or service. How it helps the business rather than improves a process.

2. Tim Young Says:
   September 11th, 2007 at 8:53 am

   Tom,

   I totally agree. As the push into the information age began, companies increasingly acted as if "features" would sell themselves, forgetting that people needed to solve problems and have faith in whatever solution they chose. Great sales people help the customer to visualize that solution and establish trust as a credible partner. They don't sell features. They help people to solve problems.

3. Ed Wallace Says:
   September 26th, 2007 at 5:19 pm

   Offering "solutions" or "opinions" about your product or service to the buyer early in the sales process is an example of behavior that reinforces the negative sales stereotype. This behavior can even eliminate the sales rep from the opportunity before the process actually gets off the ground.

   Establishing common ground by asking directed questions about the buyer's goals or problem they are trying to solve will begin to differentiate the seller as someone with the credibility and competence to help the buyer buy!