Do You Have to Be Aggressive to Make Sales?
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A few weeks ago I was onsite at a company that had hired me to train their sales team on how to stop using traditional selling and start using the Unlock The Game™ sales approach.After one coaching session, one member of the sales team came up to me and said, "Ari, your approach makes complete sense --
but I'm afraid I'll lose sales if I stop being aggressive and start being passive!"
Whenever I hear a comment like that, I want to scream, because it means that the person just doesn't yet understand that removing pressure from the sales process doesn't mean being passive!
But...I didn't scream. I took a deep breath and then explained that Unlock The Game™ is the reverse of passive.
Rather, it's an active attempt to create pressure-free conversations with prospects.
However, to do that we must eliminate behaviors and language that prospects can perceive as "aggressive."
We all know what these are -- continual e-mail and voicemail "followups" in which salespeople try to pin down the status of a potential deal -- is one common example.
The problem is that prospects react to aggressive, or perhaps we should say "overaggressive" sales behaviors by withdrawing and evading us.
We could say that Unlock The Game™ actually takes the "middle ground" between passive and aggressive by being authentically unassuming, yet effective - and that this is the most stress-free and effective way to sell.
What do I mean?
I mean that you have to shift away from assuming that every prospect is a fit for your solution.
It's sort of like the legal concept of "being innocent until proven guilty."
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