Selling is a conversation

I wandered into a car dealer a while ago, largely killing some time, but I do need a new car, sometime soon, so I was tyre kicking with a rough agenda.

One of the salesmen saw me get out of my old Pajero, and instead of sliding up with the typical opener, “got a few beauties here you might like to look at” he said instead, “great car those old Pajeros, don’t make them, like that any more”. A conversation was started, and I was engaged to the point where I will probably have another look when it actually comes to making the change.

Most sales programs I have ever seen are all about the “closing”,  101 techniques for a quick close, but the real opportunity is for an opening, the opening of a conversation.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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One Response to Selling is a conversation

  1. colinsander says:

    totally agree Allen – I hardly spend time on closing when I am delivering sales training. Rather the focus is on establishing relatinship, being trusted, amongst othher things. Once again, the conversations!

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