A basic and easy-to-read sales book, ideal for both small business owners and professional sellers.
How many difficult clients are you currently working with? If this question caught your eye, keep reading.
Every small business has its share of difficult customers. But you have to wonder what makes them difficult?
If you had to report on your most difficult customers, you would find that they simply did not fit in well with your business. In fact, if you look closely enough, you may realize that you may have exhausted yourself. You gave up some element of what makes you successful in closing a deal for the money you need.
You may not like reading this, but you may find it a little better if you read it Sell without selling by Andy Paul.
You can sell without exhausting yourself
A lot of people will tell you that difficult customers come with the territory, but Andy Paul disagrees.
How to sell without running out is full of useful tips for those who want to sell their product or service without resorting to sales tactics or compromising their ethics.
Why does Andy Paul hate sales?
According to Paul, Salesey does not sell. He should know. Andy Paul is a global sales consultant, podcaster, and entrepreneur who says he barely passed his first class of sales training outside of college. And do you know why? Because their bosses said “salesey” wasn’t enough.
Well, Paul showed them! Since then, Andy Paul has helped increase the performance of teams selling a wide variety of products and services. Today he does what he loves: sharing his unique ideas on how to sell without running out.
The key to Paul’s sales strategies is to change your sales mindset.
Dominate the 4 pillars of the sale
In Sell without selling Paul reveals the four pillars of “selling” that are the indispensable tools to sell.
- Connection: getting involved on a human level
- Curiosity: find out what frustrates them
- Understanding: Deepens what makes the buyer work
- Generosity: Share your values and vision
In many ways, this book reminds me of a smarter, friendlier, kinder, and more helpful sales system. And to be honest, I think we could all use that kind of sales approach as both buyers and sellers.
Ask yourself: What are sales?
What I like most about this book is how Paul explains sales in the simplest and most humane terms possible:
“What we do as sellers is not complicated. We listen to understand what is most important to our buyers. And then we help them do that. “
If you’ve ever bought something, especially for a significant amount of money, you can appreciate the power of this kind of sales mindset. In other words, if we, as sellers, simply divert our attention from our own revenue needs and put our attention on the customer and their needs to get what they need and want, you will find yourself waiting for every call from sales because you will help people build your business.
These are just some of the benefits:
- Build trust with buyers by focusing your efforts on building relationships.
- Create positive experiences for buyers. This will help them make decisions quickly and increase your chances of winning the sale.
- Make sure the way you sell your products and services is in line with your values and the values of your potential buyers.
- Listen to what buyers need and want. You’re already listening a to your customers, but you’re listening per what they really want. For example, you might hear your potential customer talking about different shovels, when what they really want is a hole. Once you know the ideal result they want, you can find creative ways to deliver it.
- Instead of directing your customer to your product or service, help them make decisions quickly and without spending too much time on it.
Start again and “get out of tune”
I don’t say that often, but I have a crazy professional love and respect for Andy Paul! It says what we want buyers from our relationship with sellers, helping us make the right buying decision.
It also gives us, as sales professionals, the freedom to do what we want most: to abandon the subject for good! Imagine: not persuading, not trying, not getting. Just help and make a real difference in the lives of our customers.
What will you do with all this freedom?
The question here is not whether you should read this book or not, but what will you do with all the mental freedom you get after finally selling the way you want to sell.
Imagine that you can finally help your customers the way you want them to help you. Imagine you have a customer list of people you’d love to call your friends. Imagine being an entrepreneur who finally loves to sell!