"A sales funnel based on the probability someone will buy, without understanding what causes them to buy, made no sense to me. In my experience, customers bought on their terms. I didn’t convince them to do anything; they convinced themselves. It was their moment of struggle that became the seed that caused customers to switch to my product or service. We are all creatures of habit, and we will keep doing what we have been doing unless we have that struggling moment. So I flipped the lens, stopped trying to push my product, and started to understand what caused people to pull new things into their lives
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There’s a different way to sell, and it starts with helping people make progress.
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JTBD is the theory that people don’t buy products, they hire them to make progress in their life.
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Great salespeople are real people: they ask questions, they listen, they learn, and they help you make progress in your life. Salespeople help customers solve problems and make progress in their life. Instead of pushing their product, they represent their product and how it fits into your life. Sales is about perspective—think concierge, mentor, or a coach, not an order taker. It’s about looking through your customer’s eyes, seeing what they see, hearing what they hear, and understanding what they mean. And there’s nothing icky about helping people. Period! The world could use a little more help.
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The struggling moment is the seed for all innovation!
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great salespeople don’t sell; they help. They listen, understand what you want to achieve, and help you achieve it. A better title would be “concierge.
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And you’ll learn it’s not about you, it’s about their progress. It will teach you to listen more intently, be more curious, and truly understand what your customers are saying."
Trechos retirados de “Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress” de Bob Moesta.
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