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How To Make More Sales… Without Selling

Tell me something more annoying than a salesperson.

Especially one who’s trying to sell you something, that you don’t want, don’t need and don’t care about.

Don’t get me wrong - I’ve been selling my services ever since I graduated. I love sales, marketing, you name it.. and I can appreciate it when a salesman does a genuinely good job.

With that being said… I can DEFINITELY understand why sales has such a negative, annoying reputation.

It doesn’t have to be like this. You can actually sell anything, without being annoying or resorting to in-your-face high-pressure tactics.

How To Sell Without Being Annoying

If you have time this week, I’d recommend you watch either ‘The Wolf of Wall Street’, ‘Boiler Room’ or ‘Glengarry Glen Ross’...

…these will show you how to sell by being a manipulative sociopath.

This is a conversation from Boiler Room between the customer (C) and the salesman (S):

C: I have to talk to my wife first.

S: Ok, what kind of a job do you have?

C: I’m a purchasing manager.

S: So you make decisions at your job, right?

C: Yes, I do.

S: So do you call your wife before you make every decision?

C: Well, uhhhm, that’s a bit different.

S: How is that different? Besides, it’s YOUR money. You earned it. And you’re just investing, right?

A woman running across a street after buying something without her husbands approval

See what the salesman did? Making weaker than Costa coffee comparisons, forcing people into a ‘yes funnel’ so they agree with you like a parrot...

It’s all classic stuff and… I’ve never liked it.

If you think about it, it doesn’t even make sense. 

If you sell a good product or service and the client can benefit from it… why would you ever have to handle objections?

And that’s the real secret.

Most people spend most of their time selling to the WRONG PEOPLE.

The Sales Cliché That Changed My Life

My first mentor gave me a one-liner that I’ll never forget, it’s actually written on a sticky note on my wall, that I think has become fused with the paintwork: 

“No one likes being sold to...

..but everyone LOVES to buy” 

Ever heard of retail therapy? It’s the same principle, it's the craving that people have, the itch.

He told me this after he looked over one of my very first ad description projects. It was his unique way of saying that what I wrote was… not great. 

I followed his advice and instead of trying to force my capabilities on prospects, I started to focus on asking QUESTIONS, qualifying customers and figuring out if we were even a good fit.

I say qualifying, it’s more like disqualifying.

If it felt like we weren’t going to be a good fit, that we wouldn’t both be happy with the deal then...

..I thanked them for their time and left them alone.

This did three things:

  1. It saved me hours and hours and hours each week.

  2. It saved me untold amounts of frustration, stress and tension.

  3. It allowed me to use my precious time talking to prospects that were actually a good match for what I was offering

Selling is much easier if you come from this angle: 

Ask questions to find out what their problem is. 

Tell them what YOUR SOLUTION could do for them.

Ask them if they want that.

Try it out for size. I think you’ll enjoy it a lot. 

It sure beats using high pressure, and getting stuck in endless objection discussions.

Speak soon,

Thomas P.s. want to run your marketing material past me, to make sure you're getting the right message to the right people? Get in touch here:

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