If you want to get more comfortable about selling, it’s helpful to consider which of these three sales techniques you use and to assess how they’re working for you. Describing This is the most common way to sell—one you’ve likely experienced or used. Describing the specifications, features and benefits of our products and services is…

Read More

When I was young, Maeve Binchy was one of my favourite writers. She had this knack of creating characters who came alive. You somehow felt the people who owned the shops and arrived late for mass were real, and you knew them. I learned later from listening to interviews with Binchy that they were—at least…

Read More

At the end of the event a small group gathered around the presenter. He had flown in from Europe the day before and was bound to be jet lagged. Despite that he had delivered an informative and inspiring keynote about how his company—one of the most powerful brands in the world, used customer insights to…

Read More

“People tell us who they are, but we ignore it because we want them to be who we want them to be.” —Donald Draper, ‘The Summer Man,’ Mad Men, season 4 Our customer’s motivations have two things in common—they are surprisingly few and they are also universal. What’s driving your customer to buy your product…

Read More

Buying is defined as the acquisition of one thing in exchange for something else. Of course it goes beyond ownership or the trading of things. Buying is an exchange of trust and value—a belief in promises we expect will be kept. Selling is described as the transfer of goods or services in exchange for money.…

Read More

I’m driving along behind the white Ezy Tiles van, when we stop at a red light and I get close enough to read their sales pitch, which is an image and a single line. The picture is of three guys wearing dust masks that look like something you’d see in a documentary about chemical warfare.…

Read More

The number one reason a salesperson fails to close a sale is that she can’t effectively communicate the value of the product. Of course it makes sense that if you can’t help your customers to understand why they should care, then you’re not likely to be able to convince them to buy. The luthier takes…

Read More

It feels risky to put the words story and selling side by side in the same sentence. ‘Selling’ someone on something has had a bad rap since the days of snake oil salesmen with their bogus claims, snappy taglines and half truths designed to make people buy more of the average this or that. Although…

Read More